网购平台产品图片视觉特征的影响作用研究
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摘要
网络购物已成为消费者重要的电子商务活动。在网购平台中产品图片是商家传递商品信息的重要渠道,良好的图片设计能给用户带来完美的视觉体验,从而促进用户的网购决策。现有电子商务网页产品图片研究较少,图片特征如何影响用户决策存在诸多研究空间。本文结合视觉美学、认知注意以及情绪等理论,从复杂度和对称性这两个主要视觉特征考察了产品图片对网购用户认知和情绪的影响作用。研究设计了含有低复杂度和高复杂度以及不对称性和对称性的产品图片网购页面,通过眼动追踪实验研究方法,收集被试的眼动数据,运用重复测量方差分析进行数据处理。研究结果表明:产品图片对称性对用户情绪(瞳孔大小)有显著影响作用;产品图片复杂度对用户注意(注视点)有显著影响作用。本文研究丰富了产品图片美学理论以及电子商务网络营销和人机交互研究理论,同时也为网站管理者和设计者如何选择或设计合适的产品图片提供了科学的实践建议和指导价值。
Online shopping has become an important E-commerce activity for consumers. In the context of online shopping, product picture is an important channel for the sellers to deliver merchandise information to consumers. A well-designed picture can give customers a perfect visual experience and facilitate online shopping decision. There is little research focusing on the product picture, which remains a research gap to investigate how the product pictures features influence the users' decision-making. Based on aesthetic theory, cognitive theory and emotional theory, the study tries to explore how the E-commerce product pictures affect the consumers' emotion and cognition from the two critical visual design features-complexity and symmetry. The paper analyzes the role of complexity and symmetry in detail and proposes four hypotheses. Hypothesis 1(H1) is that product picture's complexity negatively influences consumer's emotion. Hypothesis 2(H2) is that product picture's symmetry positively influences consumer's emotion. Hypothesis 3(H3) is that product picture's complexity positively influences consumer's attention. Hypothesis 4(H4) is that product picture's symmetry positively influences the attention of consumers.We conducted the within subject 2(low complexity vs. high complexity) * 2(asymmetry vs. symmetry) eye-tracking experiment to test these hypotheses. We manipulated the two visual features by designing different web pages for the subjects. The pretest was conducted to confirm the successful manipulation of complexity and symmetry. We used eye-tracker to track the eye-movement data from 43 college students by collecting their pupil size's maximum and fixation counts to measure their emotional and cognitive reactions. The results of repeated measures ANOVA analysis are shown as follows:(1) The product picture's complexity has no significant impact on the consumer's emotion(F=2.182,p=0.149), not supporting H1. The product picture's symmetry positively influences the consumer's emotion(F=11.402,p=0.002), and furthermore, the emotional arousal is significantly higher in symmetric situations than in asymmetric situations, which supports H2. Besides, the complexity and symmetry of product pictures have no significant interaction on the consumer's emotion(F=0.321,p=0.574).(2) The product picture's complexity positively influences consumer's attention(F=17.340, p=0.000), and consumer's attention is significantly higher in high complexity situations than in low complexity situations, which concludes that H3 is supported. The product picture's symmetry has no significant impact on consumer's attention(F=0.012, p=0.915), which denotes that H4 is not supported. In addition, the complexity and symmetry of product pictures have no significant interaction on the consumer's attention(F=2.220, p=0.145).This paper makes some theoretical contributions by enriching the research fields of Aesthetics, E-commerce online marketing and human-computer interaction. First, the prior aesthetic research in IS fields focused more on the perspective of the whole web page instead of the product pictures-one critical element on the web page. This paper gives a new research perspective for IS and HCI fields by analyzing the role of E-commerce page's product picture aesthetics. Second, this paper examines the impact of critical features of product pictures by integrating user's cognitive and emotional reactions, which provides an analytical perspective by combining cognition and emotion to study online user's decisions and online pictures' visual aesthetics in IS areas. Third,we used eye tracking methods to obtain objective physiological data from the users, which supplements the traditional methods of subjective data collection such as questionnaire and interview in previous IS research. This paper can promote the research development of studying online product picture aesthetics by using physiological cognitive neuroscience methods, which promote research progress of NeuroIS as well. Besides, the study results also provide practical implications for E-commerce website managers and designers to choose and design product pictures. In the process of selecting and customizing the online product pictures, website managers and designers can try to stimulate customers' emotions by using more symmetric product pictures or attract their attentions by adopting the higher complexity for product pictures, which eventually promotes online purchase decisions.
Online shopping has become an important E-commerce activity for consumers. In the context of online shopping, product picture is an important channel for the sellers to deliver merchandise information to consumers. A well-designed picture can give customers a perfect visual experience and facilitate online shopping decision. There is little research focusing on the product picture, which remains a research gap to investigate how the product pictures features influence the users' decision-making. Based on aesthetic theory, cognitive theory and emotional theory, the study tries to explore how the E-commerce product pictures affect the consumers' emotion and cognition from the two critical visual design features-complexity and symmetry. The paper analyzes the role of complexity and symmetry in detail and proposes four hypotheses. Hypothesis 1(H1) is that product picture's complexity negatively influences consumer's emotion. Hypothesis 2(H2) is that product picture's symmetry positively influences consumer's emotion. Hypothesis 3(H3) is that product picture's complexity positively influences consumer's attention. Hypothesis 4(H4) is that product picture's symmetry positively influences the attention of consumers.We conducted the within subject 2(low complexity vs. high complexity) * 2(asymmetry vs. symmetry) eye-tracking experiment to test these hypotheses. We manipulated the two visual features by designing different web pages for the subjects. The pretest was conducted to confirm the successful manipulation of complexity and symmetry. We used eye-tracker to track the eye-movement data from 43 college students by collecting their pupil size's maximum and fixation counts to measure their emotional and cognitive reactions. The results of repeated measures ANOVA analysis are shown as follows:(1) The product picture's complexity has no significant impact on the consumer's emotion(F=2.182,p=0.149), not supporting H1. The product picture's symmetry positively influences the consumer's emotion(F=11.402,p=0.002), and furthermore, the emotional arousal is significantly higher in symmetric situations than in asymmetric situations, which supports H2. Besides, the complexity and symmetry of product pictures have no significant interaction on the consumer's emotion(F=0.321,p=0.574).(2) The product picture's complexity positively influences consumer's attention(F=17.340, p=0.000), and consumer's attention is significantly higher in high complexity situations than in low complexity situations, which concludes that H3 is supported. The product picture's symmetry has no significant impact on consumer's attention(F=0.012, p=0.915), which denotes that H4 is not supported. In addition, the complexity and symmetry of product pictures have no significant interaction on the consumer's attention(F=2.220, p=0.145).This paper makes some theoretical contributions by enriching the research fields of Aesthetics, E-commerce online marketing and human-computer interaction. First, the prior aesthetic research in IS fields focused more on the perspective of the whole web page instead of the product pictures-one critical element on the web page. This paper gives a new research perspective for IS and HCI fields by analyzing the role of E-commerce page's product picture aesthetics. Second, this paper examines the impact of critical features of product pictures by integrating user's cognitive and emotional reactions, which provides an analytical perspective by combining cognition and emotion to study online user's decisions and online pictures' visual aesthetics in IS areas. Third,we used eye tracking methods to obtain objective physiological data from the users, which supplements the traditional methods of subjective data collection such as questionnaire and interview in previous IS research. This paper can promote the research development of studying online product picture aesthetics by using physiological cognitive neuroscience methods, which promote research progress of NeuroIS as well. Besides, the study results also provide practical implications for E-commerce website managers and designers to choose and design product pictures. In the process of selecting and customizing the online product pictures, website managers and designers can try to stimulate customers' emotions by using more symmetric product pictures or attract their attentions by adopting the higher complexity for product pictures, which eventually promotes online purchase decisions.
引文
[1]CNNIC.第41次中国互联网络发展状况统计报告[R].北京:中国互联网络信息中心,2018,p30.
[2]Moshagen,M.and Thielsch,M T.Facets of Visual Aesthetics[J].International Journal of Human-Computer Studies,2010,68(10):689-709.
[3]CreusenM E H,Schoormans J P L.The different roles of product appearance in consumer choice[J].Journal of Product Innovation Management,2005,22(1):63-81.
[4]Gelse,S.and Baden,C.Putting The Image Back into the Frame:Modeling the Linkage between Visual Communication and Frameprocessing Theory[J].Communication Theory,2015,25(1):46-69.
[5]Hekkert,P.and Leder,H.Product Aesthetics[J].Product experience,2008:259-285.
[6]Bloch,P H.Seeking the Ideal Form:Product Design and Consumer Response[J].The Journal of Marketing,1995:16-29.
[7]Ngo,D C L.,Teo,L S.and Byrne,J G.Modelling Interface Aesthetics[J].Information Sciences,2003,52:25-46.
[8]Lavie,T.and Tractinsky,N.Assessing Dimensions of Perceived Visual Aesthetics of Web Sites[J].International Journal of Human-Computer Studies,2004,60(3):269-298.
[9]Deng,L.and Poole,M S.Affect in Web Interfaces:A Study of the Impacts of Web Page Visual Complexity and Order[J].MIS Quarterly,2010,34(4):711-730.
[10]Ngo,D C L.and Byrne,J G.Application of An Aesthetic Evaluation Model to Data Entry Screens[J].Computers in Human Behavior,2001,17(2):149-185.
[11]Oh J,Fiorito S,Choc H.Effects of design factors on store image and expectation of merchandise quality in web-based stores[J].Journal of Retailing and Consumer Services,2008,15(4):237-249.
[12]Kuhlthau C C.Inside the search process:Information seeking from the user's perspective[J].Journal of the American Society for Information Science&Technology,1991,42(5):361-371.
[13]Bandura,A.Social foundations of thought and action:A social cognitive theory.Prentice-Hall,Inc.1986.
[14]Engel,J.,Kollat,D.,and Blackwell,R.Consumer Behavior,Holt,Rinehart,and Winston,New York,1973.
[15]Treisman A M.Selective attention in man[J].British medical bulletin,1964,20,12-16.
[16]Solomon,M.,Bamossy,G.and Askegaard,S.Consumer Behaviour:A European Perspective.Pearson Education Ltd.,Edinburgh Gate,U.K,2002:36-49.
[17]Koch,C.The Quest for Consciousness:An Eurobiological Approach[M].Roberts and Company Publishers,Englewood,Colorado,2004:21-184.
[18]Jia,J.S.,Shiv,B.,&Rao,S..The Product-Agnosia Effect:How More Visual Impressions Affect Product Distinctiveness in Comparative Choice.Journal of Consumer Research,2014,41:342-360.
[19]Vetter,P.andNewen,A.Varieties of Cognitive Penetration in Visual Perception.[J].Consciousness&Cognition,2014,27:62-75.
[20]Recarte M A,Nunes L M.Mental workload while driving:effects on visual search,discrimination,and decision making[J].Journal of experimental psychology:Applied,2003,9(2):119-137.
[21]Bloch P H.Seeking the ideal form:Product design and consumer response[J].The Journal of Marketing,1995:16-29.
[22]Zhang,P.The Affective Response Model:A Theoretical Framework of Affective Concepts and Their Relationships in the ICT Context[J].Social Science Electronic Publishing,2013,37(1):247-274.
[23]Oatley,K.,Keltner,D.,Jenkins,J.M..Understanding Emotions2nd ed.Blackwell Publishing,Oxford,UK,2006.
[24]Mehrabian,A.,Russell,J.A..An Approach to Environmental Psychology.MIT,Cambridge,MA,1974.
[25]Porat,T.,&Tractinsky,N.It's a Pleasure Buying Here:The Effects of Web-Store Design on Consumers'Emotions and Attitudes.HumanComputer Interaction,2012,27:235-276.
[26]Desmet,P M A.Designing Emotion[J].Industrial Design Engineering,2002:3-6.
[27]Norman,D A.Emotional Design:Why We Love(or Hate)Everyday Things.[J].Emotional Design Why We Love Everyday Things,2004,27(2):115-116.
[28]Mehrabian,A.,&Russell,J.A.(1974).An approach to environmental psychology.Cambridge,MA:MIT Press.
[29]Donovan,R J.and Rossiter,J R.Store Atmosphere:An Environmental Psychology Approach[J].Journal of Retailing,1982,58(1):34-57.
[30]Russell JA.Core affect and the psychological construction of emotion[J].Psychological Review,2003,110(1):145-172.
[31]Liu,W.,Guo,F.and YE,G.et al.How Homepage Aesthetic Design Influences Users’Satisfaction:Evidence from China[J].Displays,2016,42:25-35.
[32]马庆国,付辉建,卞军.神经工业工程:工业工程发展的新阶段[J].管理世界,2012(6):163-168.
[33]Xu,W.Enhanced Ergonomics Approaches for Product Design:A User Experience Ecosystem Perspective and Case Studies[J].Ergonomics,2014,57(1):34-51.
[34]Seo,K K.,Lee,S.and Chuang,B D.et al.Users’Emotional Valence,Arousal,and Engagement Based on Perceived Usability and Aesthetics for Web Sites[J].International Journal of HumanComputer Interaction,2015,31(1):72-87.
[35]Kaplan,S.,Kaplan,R.and Wendt,J S.Rated Preference and Complexity for Natural and Urban Visual Material[J].Attention,Perception,&Psychophysics,1972,12(4):354-356.
[36]Pandir M,Knight J.Homepage aesthetics:The search for preference factors and the challenges of subjectivity[J].Interacting with Computers,2006,18(6):1351-1370.
[37]Ochsner,K N.Are Affective Events Richly Recollected or Simply Familiar?The Experience and Process of Recognizing Feelings Past.[J].Journal of Experimental Psychology General,2000,129(2):242-261.
[38]Reber,R.,Winkielman,P.and Schwarz,N.Effects of Perceptual Fluency on Affective Judgments[J].Psychological Science,1998,9(1):45-48.
[39]Stoel,L.,Im,H.and Lennon,S J.The Perceptual Fluency Effect on Pleasurable Online Shopping Experience[J].Journal of Research in Interactive Marketing,2010,4(4):280-295.
[40]Wilson,A.,&Chatterjee,A.The assessment of preference for balance:Introducing a new test.Empirical Studies of the Arts,2005,23(2):165-180.
[41]Bauerly,M.,&Liu,Y.Computational modeling and experimental investigation of effects of compositional elements on interface and design aesthetics.International Journal of Human-Computer Studies,2006,64(8):670-682.
[42]Bauerly,M.Effects of symmetry and number of compositional elements on interface and design aesthetics.International Journal of Human-Computer Interaction,2008,24(3):275-287.
[43]Casey,T W.and Poropat,A.Beauty Is More Than Screen Deep:Improving The Web Survey Respondent Experience Through Socially-present and Aesthetically-pleasing User Interfaces[J].Computers in Human Behavior,2014,30(30):153-163.
[44]Seckler,M.,Opwis,K.and Tuch,A N.Linking Objective Design Factors with Subjective Aesthetics:An Experimental Study on How Structure and Color of Websites Affect The Facets of Users’Visual Aesthetic Perception[J].Computers in Human Behavior,2015,49(C):375-389.
[45]Lang,A.,Zhou,Shu-hua.and Schwartz,N.et al.The Effects of Edits on Arousal,Attention,and Memory for Television Messages:When An Edit Is An Edit Can An Edit Be too Much?[J].Journal of Broadcasting&Electronic Media,2000,44(1):94-109.
[46]Blackmon,M H.,Kitajima,M.and Polson,P G.Repairing Usability Problems Identified by The Cognitive Walkthrough for The Web[C].Proceedings of the SIGCHI conference on Human factors in computing systems.ACM,2003:497-504.
[47]Geissler,G L.,Zinkhan,G M.and Watson,R T.The Influence of Home Page Complexity on Consumer Attention,Attitudes,and Purchase Intent[J].Journal of Advertising,2006,35(2):69-80.
[48]Sonderegger,A.,Sauer,J.andEichenberger,J.Expressive and Classical Aesthetics:Two Distinct Concepts with Highly Similar Effect Patterns in User-artifact Interaction[J].Behaviour&Information Technology,2014,33(11):1180-1191.
[49]Sutcliffe,A.and Namoune,A.Getting The Message Across:Visual Attention,Aesthetic Design and What Users Remember[C].Proceedings of the 7th ACM conference on Designing interactive systems.ACM,2008:11-20.
[50]Grammer,K.and Thornhill,R.Human(Homo Sapiens)Facial Attractiveness and Sexual selection:the role of symmetry and averageness[J].Journal of comparative psychology,1994,108(3):233.
[51]Wang,Q.,Yang,Y.and Wang,Q.et al.The Effect of Human Image in B2C Website Design:An Eye-tracking Study[J].Enterprise Information Systems,2014,8(5):582-605.
[52]Dietz,J.B.,Bradley,M.M.,Okun,M.S.,&Bowers,D.The Pupil As A Measure Of Emotion-modulated Arousal In Parkinson’s Disease.Psychophysiology,2010,S29-S29.
[53]Vertegaal,R.and Ding,Y.Explaining Effects of Eye Gaze on Mediated Group Conversations:Amount or Synchronization?[C].Proceedings of the 2002 ACM conference on Computer supported cooperative work.ACM,2002:41-48.
[54]Ares,G.,Gimenez,A.and Bruzzone,F.et al.Consumer Visual Processing of Food Labels:Results From An Eye-tracking Study[J].Journal of Sensory Studies,2013,28(2):138-153.
[55]Piqueras-Fiszman,B.,Velasco,C.and Salgado-Montejo,A.et al.Using Combined Eye Tracking and Word Association in Order to Assess Novel Packaging Solutions:A Case Study Involving Jam Jars[J].Food Quality&Preference,2013,28(1):328-338.
[2]Moshagen,M.and Thielsch,M T.Facets of Visual Aesthetics[J].International Journal of Human-Computer Studies,2010,68(10):689-709.
[3]CreusenM E H,Schoormans J P L.The different roles of product appearance in consumer choice[J].Journal of Product Innovation Management,2005,22(1):63-81.
[4]Gelse,S.and Baden,C.Putting The Image Back into the Frame:Modeling the Linkage between Visual Communication and Frameprocessing Theory[J].Communication Theory,2015,25(1):46-69.
[5]Hekkert,P.and Leder,H.Product Aesthetics[J].Product experience,2008:259-285.
[6]Bloch,P H.Seeking the Ideal Form:Product Design and Consumer Response[J].The Journal of Marketing,1995:16-29.
[7]Ngo,D C L.,Teo,L S.and Byrne,J G.Modelling Interface Aesthetics[J].Information Sciences,2003,52:25-46.
[8]Lavie,T.and Tractinsky,N.Assessing Dimensions of Perceived Visual Aesthetics of Web Sites[J].International Journal of Human-Computer Studies,2004,60(3):269-298.
[9]Deng,L.and Poole,M S.Affect in Web Interfaces:A Study of the Impacts of Web Page Visual Complexity and Order[J].MIS Quarterly,2010,34(4):711-730.
[10]Ngo,D C L.and Byrne,J G.Application of An Aesthetic Evaluation Model to Data Entry Screens[J].Computers in Human Behavior,2001,17(2):149-185.
[11]Oh J,Fiorito S,Choc H.Effects of design factors on store image and expectation of merchandise quality in web-based stores[J].Journal of Retailing and Consumer Services,2008,15(4):237-249.
[12]Kuhlthau C C.Inside the search process:Information seeking from the user's perspective[J].Journal of the American Society for Information Science&Technology,1991,42(5):361-371.
[13]Bandura,A.Social foundations of thought and action:A social cognitive theory.Prentice-Hall,Inc.1986.
[14]Engel,J.,Kollat,D.,and Blackwell,R.Consumer Behavior,Holt,Rinehart,and Winston,New York,1973.
[15]Treisman A M.Selective attention in man[J].British medical bulletin,1964,20,12-16.
[16]Solomon,M.,Bamossy,G.and Askegaard,S.Consumer Behaviour:A European Perspective.Pearson Education Ltd.,Edinburgh Gate,U.K,2002:36-49.
[17]Koch,C.The Quest for Consciousness:An Eurobiological Approach[M].Roberts and Company Publishers,Englewood,Colorado,2004:21-184.
[18]Jia,J.S.,Shiv,B.,&Rao,S..The Product-Agnosia Effect:How More Visual Impressions Affect Product Distinctiveness in Comparative Choice.Journal of Consumer Research,2014,41:342-360.
[19]Vetter,P.andNewen,A.Varieties of Cognitive Penetration in Visual Perception.[J].Consciousness&Cognition,2014,27:62-75.
[20]Recarte M A,Nunes L M.Mental workload while driving:effects on visual search,discrimination,and decision making[J].Journal of experimental psychology:Applied,2003,9(2):119-137.
[21]Bloch P H.Seeking the ideal form:Product design and consumer response[J].The Journal of Marketing,1995:16-29.
[22]Zhang,P.The Affective Response Model:A Theoretical Framework of Affective Concepts and Their Relationships in the ICT Context[J].Social Science Electronic Publishing,2013,37(1):247-274.
[23]Oatley,K.,Keltner,D.,Jenkins,J.M..Understanding Emotions2nd ed.Blackwell Publishing,Oxford,UK,2006.
[24]Mehrabian,A.,Russell,J.A..An Approach to Environmental Psychology.MIT,Cambridge,MA,1974.
[25]Porat,T.,&Tractinsky,N.It's a Pleasure Buying Here:The Effects of Web-Store Design on Consumers'Emotions and Attitudes.HumanComputer Interaction,2012,27:235-276.
[26]Desmet,P M A.Designing Emotion[J].Industrial Design Engineering,2002:3-6.
[27]Norman,D A.Emotional Design:Why We Love(or Hate)Everyday Things.[J].Emotional Design Why We Love Everyday Things,2004,27(2):115-116.
[28]Mehrabian,A.,&Russell,J.A.(1974).An approach to environmental psychology.Cambridge,MA:MIT Press.
[29]Donovan,R J.and Rossiter,J R.Store Atmosphere:An Environmental Psychology Approach[J].Journal of Retailing,1982,58(1):34-57.
[30]Russell JA.Core affect and the psychological construction of emotion[J].Psychological Review,2003,110(1):145-172.
[31]Liu,W.,Guo,F.and YE,G.et al.How Homepage Aesthetic Design Influences Users’Satisfaction:Evidence from China[J].Displays,2016,42:25-35.
[32]马庆国,付辉建,卞军.神经工业工程:工业工程发展的新阶段[J].管理世界,2012(6):163-168.
[33]Xu,W.Enhanced Ergonomics Approaches for Product Design:A User Experience Ecosystem Perspective and Case Studies[J].Ergonomics,2014,57(1):34-51.
[34]Seo,K K.,Lee,S.and Chuang,B D.et al.Users’Emotional Valence,Arousal,and Engagement Based on Perceived Usability and Aesthetics for Web Sites[J].International Journal of HumanComputer Interaction,2015,31(1):72-87.
[35]Kaplan,S.,Kaplan,R.and Wendt,J S.Rated Preference and Complexity for Natural and Urban Visual Material[J].Attention,Perception,&Psychophysics,1972,12(4):354-356.
[36]Pandir M,Knight J.Homepage aesthetics:The search for preference factors and the challenges of subjectivity[J].Interacting with Computers,2006,18(6):1351-1370.
[37]Ochsner,K N.Are Affective Events Richly Recollected or Simply Familiar?The Experience and Process of Recognizing Feelings Past.[J].Journal of Experimental Psychology General,2000,129(2):242-261.
[38]Reber,R.,Winkielman,P.and Schwarz,N.Effects of Perceptual Fluency on Affective Judgments[J].Psychological Science,1998,9(1):45-48.
[39]Stoel,L.,Im,H.and Lennon,S J.The Perceptual Fluency Effect on Pleasurable Online Shopping Experience[J].Journal of Research in Interactive Marketing,2010,4(4):280-295.
[40]Wilson,A.,&Chatterjee,A.The assessment of preference for balance:Introducing a new test.Empirical Studies of the Arts,2005,23(2):165-180.
[41]Bauerly,M.,&Liu,Y.Computational modeling and experimental investigation of effects of compositional elements on interface and design aesthetics.International Journal of Human-Computer Studies,2006,64(8):670-682.
[42]Bauerly,M.Effects of symmetry and number of compositional elements on interface and design aesthetics.International Journal of Human-Computer Interaction,2008,24(3):275-287.
[43]Casey,T W.and Poropat,A.Beauty Is More Than Screen Deep:Improving The Web Survey Respondent Experience Through Socially-present and Aesthetically-pleasing User Interfaces[J].Computers in Human Behavior,2014,30(30):153-163.
[44]Seckler,M.,Opwis,K.and Tuch,A N.Linking Objective Design Factors with Subjective Aesthetics:An Experimental Study on How Structure and Color of Websites Affect The Facets of Users’Visual Aesthetic Perception[J].Computers in Human Behavior,2015,49(C):375-389.
[45]Lang,A.,Zhou,Shu-hua.and Schwartz,N.et al.The Effects of Edits on Arousal,Attention,and Memory for Television Messages:When An Edit Is An Edit Can An Edit Be too Much?[J].Journal of Broadcasting&Electronic Media,2000,44(1):94-109.
[46]Blackmon,M H.,Kitajima,M.and Polson,P G.Repairing Usability Problems Identified by The Cognitive Walkthrough for The Web[C].Proceedings of the SIGCHI conference on Human factors in computing systems.ACM,2003:497-504.
[47]Geissler,G L.,Zinkhan,G M.and Watson,R T.The Influence of Home Page Complexity on Consumer Attention,Attitudes,and Purchase Intent[J].Journal of Advertising,2006,35(2):69-80.
[48]Sonderegger,A.,Sauer,J.andEichenberger,J.Expressive and Classical Aesthetics:Two Distinct Concepts with Highly Similar Effect Patterns in User-artifact Interaction[J].Behaviour&Information Technology,2014,33(11):1180-1191.
[49]Sutcliffe,A.and Namoune,A.Getting The Message Across:Visual Attention,Aesthetic Design and What Users Remember[C].Proceedings of the 7th ACM conference on Designing interactive systems.ACM,2008:11-20.
[50]Grammer,K.and Thornhill,R.Human(Homo Sapiens)Facial Attractiveness and Sexual selection:the role of symmetry and averageness[J].Journal of comparative psychology,1994,108(3):233.
[51]Wang,Q.,Yang,Y.and Wang,Q.et al.The Effect of Human Image in B2C Website Design:An Eye-tracking Study[J].Enterprise Information Systems,2014,8(5):582-605.
[52]Dietz,J.B.,Bradley,M.M.,Okun,M.S.,&Bowers,D.The Pupil As A Measure Of Emotion-modulated Arousal In Parkinson’s Disease.Psychophysiology,2010,S29-S29.
[53]Vertegaal,R.and Ding,Y.Explaining Effects of Eye Gaze on Mediated Group Conversations:Amount or Synchronization?[C].Proceedings of the 2002 ACM conference on Computer supported cooperative work.ACM,2002:41-48.
[54]Ares,G.,Gimenez,A.and Bruzzone,F.et al.Consumer Visual Processing of Food Labels:Results From An Eye-tracking Study[J].Journal of Sensory Studies,2013,28(2):138-153.
[55]Piqueras-Fiszman,B.,Velasco,C.and Salgado-Montejo,A.et al.Using Combined Eye Tracking and Word Association in Order to Assess Novel Packaging Solutions:A Case Study Involving Jam Jars[J].Food Quality&Preference,2013,28(1):328-338.
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