The Role Of Task Orientation And Product Presentation On The Eye Movements Of Different Types Of Online Shopping Audiences

With the continuous development of e-commerce, more and more people tend to shopping online. When people browse e-commerce websites, the display of commodity page is vital to choose products. This study used eye tracking technology to investigate the 30 graduate students in task-oriented materials under different stimuli and merchandise display mode move on the eye of the subjects of the search process.Experiment I explored the difference of eye movement in the non-task-oriented cases, when participants browsing two mode of commodity display, namely grid mode and list mod. The results showed that:(1) In the non-task-oriented cases, the fixation time and fixation number of commodity picture are the most, those of the text description are the second and those of the price are the least. (2) In two kinds of display mode, fixation time and fixation number in grid mode are significantly higher than those in the list mode. In two display modes, the fixation time and fixation number for text description, and price have no significant difference.Experiment II explored differences of eye movement and behavior data in the task-oriented cases, when subjects presented with different stimuli in the commodity display. The results showed that:(1) In the task-oriented cases, the fixation time and fixation number of commodity picture are the most, those of the text description are the second and those of the price are the least. (2) In the process of task-oriented search task, the searching efficiency of list mode is significantly higher than that of grid model. That is to say, the design of list mode is easier for searching information, and the availability of list mode is higher.To sum up, the study concludes that:(1) Whether or not there are task-oriented, subjects pay the most attention to the product picture, especially in the grid mode. (2) In the task-oriented cases, the design of the list mode is more likely to search for information. (3) In the task-oriented cases, when the stimulus material as a whole, the search efficiency is the highest, it is easier to search the information they want.(4) Different types of consumer concern in different subjects. Among them, the subjects are more concerned about the type of very careful in reckoning the price.