Research on book shopping website interface based on the eye tracker

摘要

This study aims to analyse the behaviour of consumers when they buy books online, and analyse the law of their scanning of the products and their focus when they check the information. In the experiment, 20 subjects must follow the instruction to complete two specific tasks, and the eye tracker recorded their eyes' movement data automatically. According to the heat map, researchers divided the area of interest (AOI) which got the attention of subjects and analysed the data in the AOI. Combined with the interview and analysis, they found that: a) The customers tend to view pages following an 'F' pattern: attention is largely focused on the upper and left part; b) the upper part of webpage is more attractive than the lower part; c) in terms of text, Dangdang.com is more attractive than Amazon because Amazon has a cluttered text typography; d) consumers like to check the goods' information and the comments of the goods when they choose them; e) Dangdang.com's operation is simpler than Amazon when they are completing the order.