摘要
近年来,眼动分析法被广泛应用于各种研究领域中。在检索国内外相关研究后,围绕消费者认知——情绪、偏好和决策情境3个方面,对目前眼动实验在消费者决策研究中的运用进行了梳理与评述。目前关于眼动实验的研究多限制于产品包装、广告等直接视觉刺激对消费者决策的影响。针对现有文献中存在的不足,从构建更加系统科学的理论模型、拓宽眼动实验运用范畴和对服务产品的眼动捕捉3个方面对未来的研究发展方向进行展望。
In recent years,eye movement analysis has been used more and more widely in various research fields.By searching domestic and foreign research,the current application of eye movement experiments in the study of consumer decision-making is reviewed based on three aspects of consumer cognition:emotion,preference,and decision context Comment.The current research on eye movement experiments is mostly limited to the impact of direct visual stimuli such as product packaging and advertising on consumer decision-making.In view of the shortcomings in the existing literature,this article starts with building a more systematic scientific model,broadening the scope of eye movement experiments.The three aspects of eye movement capture of service products are prospective for future research and development.
作者
龚映梅
姚楠
杨红娟
GONG Ying-mei;YAO Nan;YANG Hong-juan(Academy of Management and Economics,Kunming University of Science and Technology,Kunming 650000,China)
出处
《科技和产业》
2021年第4期194-199,共6页
Science Technology and Industry
基金
教育部人文社会科学研究规划基金项目(15XJA630004)
云南省哲学社会科学研究基地项目(JD2019YB08)。
关键词
眼动实验
消费者偏好
消费者决策
综述
eye movement experiment
consumer preference
consumer decision
review
