Study of the Effects of Visual Complexity and Consumer Experience on Visual Attention and Purchase Behavior through the Use of Eye Tracking
Study of the Effects of Visual Complexity and Consumer Experience on Visual Attention and Purchase Behavior through the Use of Eye Tracking
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DOI：
10.1109/bigdata47090.2019.9005498
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发表时间：
2019-12
期刊：
影响因子：
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通讯作者：
Ken Ishibashi;Chen Xiao;K. Yada
中科院分区：
文献类型：
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作者：
Ken Ishibashi;Chen Xiao;K. Yada
本研究旨在探讨视觉复杂度与消费者经验对视觉注意与购买行为的影响。利用眼动追踪技术收集的视觉注意数据被用来研究广告设计和消费者属性对视觉注意的影响。然而，由于各种因素之间存在着复杂的关系，很难分析它们对视觉注意和购买行为的影响。本研究以视觉复杂度作为影响视觉注意和购买行为的视觉刺激因素。此外，消费者体验被应用为消费者的属性。经验被认为是强烈影响购买行为的一个因素。本研究应用路径分析来阐明这些因素之间的关系。眼动追踪数据收集的目录邮购购物被用来澄清视觉复杂性，消费者体验，视觉注意力和购买行为之间的关系。
The purpose of this study is to clarify the effects of visual complexity and consumer’s experience on visual attention and purchase behavior. Data on visual attention collected by using eye tracking has been applied to investigate the effects of advertisement design and consumer’s attributes. However, it is difficult to analyze the effects of various factors on visual attention and purchase behavior because they have complicated relations. This study uses visual complexity as a factor of visual stimuli affecting visual attention and purchase behavior. Moreover, consumer experience is applied as an attribute of consumers. Experience is understood to be a factor that strongly impacts purchase behavior. This study applies path analysis for clarifying the relationships among these factors. Eye tracking data collected on catalog mail order shopping was used to clarify the relationship among visual complexity, consumer experience, visual attention, and purchase behavior.