Camera Perspectives Influence of Apparel E-commerce Images on Visual Attention and Consumer Purchase Interest: Evidence from Eye Tracking

摘要

This study implements the eye-tracking method to analyze participants' eye movement data to stimuli in order to assess images from different camera perspectives of apparel clothing on online shopping websites. The results show consumer preferences for camera perspectives on apparel e-commerce: images with models displaying the item are better than enlarged images of the single item; images with scenario backgrounds receive more visual attention than images with the background removed, images with scenario backgrounds also provide customers greater mental stimulation for use of the product; although the participants answered that they prefer models with their faces visible when displaying the item, however through the eye-tracking experiment, results show that images where model's faces are not visible receive greater visual attention.