基于眼动技术的产品类型及表现形式对购买决策的影响

Influence of Product Types and Representation Forms on Consumers' Purchase Decisions Based on Eye-Movement Technology

中文关键词: 购买决策  表现形式  眼动技术  决策模式

英文关键词: purchase decision  representation forms  eye-movement technology  decision-making pattern

中文摘要:

      目的 针对产品的不同类型（功能型和享乐型）和不同表现形式（文本和图片），依据较为客观量化的实验结果，研究消费者的购买决策。方法 采用眼动追踪技术和回顾性访谈，对三十六名被试观察感知产品及决策的过程进行记录和分析，对比产品不同类型和不同表现形式对消费者购买决策的影响。结果 研究发现，同一表现形式中，文本形式下选择功能型产品的更多，图片形式下选择享乐型产品的比值明显增大，图文结合形式下决策发生转变，选择功能型产品的增多。购买决策时，个体在文本形式中的决策时间明显比图片形式下的决策时间更长；在图文结合形式中，个体对文本的注视时间也均高于对图片的注视时间。结论 在文本形式下对功能型产品的考虑更多，而在图片形式下对享乐型产品更有优势。基于实验结果，提出产品购买决策的两种模式，即直接收敛和逐渐收敛模式。研究对网页等产品展示策划与设计提供了一定的指导，对网络购物平台的信息推送提供了建议。

英文摘要:

      The work aims to study consumers' purchase decisions based on objectively quantified experimental results for different types of products (functional and hedonic) and different representation forms (text and picture). Eye-tracking technology and retrospective interviews were used to record and analyze 36 participants' perception of products and their decision-making process. The effects of different product types and different representation forms on consumers’ purchase decisions were compared. Studies found that: in the same representation form, more functional products were selected in the text form, the ratio of hedonic products under the form of pictures was significantly increased, decision-making in combination with picture and text was changed, and the choice of functional products was increased. In making a purchase decision, the individual's fixation time in the text form was obviously longer than that in the picture form; in the combined form of picture and text, the individual's fixation time on the text was also higher than that on the picture. There are more considerations of functional products in the form of texts, while there are more advantages to hedonic products in the form of pictures. Based on experimental results, two patterns of product purchase decision are proposed: direct convergence and gradual convergence. The research provides certain guidance for product display planning and design of web pages, and provides suggestions for pushing information on online shopping platforms.