电子商务网站结算页面版式的眼动研究

本研究采用视觉搜索范式和眼动跟踪技术,对电子商务网站结算页面的内容模块的版式进行研究,探讨了不同版式对搜索绩效的影响.实验以12名大学生为对象,采用了2（不同版式：均一化、非均一化）×2（不同任务：非目标浏览、典型目标搜索）的被试内设计.结果发现：两种版式中,被试在页面中央的平均注视时间和平均注视点显著高于其余位置.说明,被试关注点跟内容无关,跟位置有关.非均一化版式的搜索效率要显著高于均一化版式,即非均一化版式的设计对于被试的搜索而言,网页设计的可用性水平更高.

An Eye Movement Survey of Page Layout in Settlement Process of E-commerce Websites

This research used visual search paradigm and eye-tracker technique to study the layout of content module of the webpage of settlement process to determine the location where the content modules have best performance.Twelve undergraduates and graduates were assigned to conduct our experiments,and a 2 （page layouts：linear,non-linear）×2 （tasks：non-target scan,typical-target search） within-subject design was employed.To sum up,the time distribution and fixations on middle part of page both in the linear and nonlinear layout were significantly much more than other location.And the linear layout was better than the non-linear one in search time of the behavioral indicators.The results suggested that what subjects are interested in is not related to the content,but to the location.The design of non-linear layout facilitates the performance of search,which has better usability.