基于眼动追踪技术的推荐标签及位置对受众注视的影响研究

摘要

Taking JD.COM as an example,the eye movement data of 48 students in Hohai university was recorded by Ger⁃many SMI iView XTM RED eye movement tracking equipment when they were observing the ordinary commodity list pages,pic⁃ture recommended list pages and text recommended list pages,and the influence the commodity recommended label and its loca⁃tion on audience stare is studied. Study results show that the stare frequency and gazing duration are increased significantly while the commodity has a recommended label,but the influence of picture recommended list pages and the text recommended list pages on audience stare is not obvious,which is found through the analysis and comparison of eye movement data.%使用德国SMI iView XTM RED眼动追踪设备，以京东商城为例，记录河海大学48名学生观察普通商品列表页、图片推荐商品列表页和文字推荐商品列表页的眼动数据，研究商品推荐标签及其位置对受众注视的影响。结果发现商品在有推荐标签的情况下，会显著增加被试的注视次数和凝视时间；通过眼动数据分析比较发现，图片推荐标签和文字推荐标签对受众注视影响不明显。