The impact of task framing and viewing timing on user website perceptions and viewing behavior
The impact of task framing and viewing timing on user website perceptions and viewing behavior
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DOI：
10.1016/j.ijhcs.2013.08.009
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发表时间：
2013-12-01
影响因子：
5.4
通讯作者：
Head, Milena
中科院分区：
文献类型：
--
作者：
Cyr, Dianne;Head, Milena
人们普遍认为，网上购物既有功利性的成分，也有享乐性的成分。这项调查的主要重点是检查任务框架（功利主义或享乐主义）和观看时间长度（无限制或 5 秒）作为影响用户网站感知和观看行为的条件。无论一项任务是享乐性的还是功利性的，获得的支持都很有限。然而，观看时间确实会产生影响，不受限制的观看与 5 秒的观看时间相比，会带来更高水平的感知参与、享受、信任和有效性。此外，眼球追踪结果表明，与功利性区域相比，用户倾向于更多地关注享乐区域（即表现出更多的注视次数和更长的观看时间）。访谈数据提供了额外的支持和见解。总之，这些发现有助于理解在线购物者复杂且动态的认知。 (C) 2013 Elsevier Ltd. 保留所有权利。
It is generally recognized that online shopping has both utilitarian as well as hedonic components. The primary focus of this investigation is to examine task framing (either utilitarian or hedonic) and length of viewing time (unlimited or 5 s) as conditions that influence user website perceptions and viewing behavior. Whether a task is framed as either hedonic or utilitarian received limited support. However, viewing time does make a difference and unconstrained viewing versus 5 s of viewing time results in higher levels of perceived involvement, enjoyment, trust, and effectiveness. In addition, eye-tracking results indicate that users tend to focus more on hedonic zones versus utilitarian zones (i.e. exhibit higher number of fixations and longer viewing times). Interview data provide additional support and insights. In sum, these findings contribute to understanding the complex and dynamic perceptions of online shoppers. (C) 2013 Elsevier Ltd. All rights reserved.