认知参照视角下用户健康信息辨识行为机理研究——基于眼动实验的比较分析

Research on the Mechanism of User Health Information Identification Behavior from the Cognitive Reference Perspective——A Comparative Analysis Based on Eye Tracking Experiments

[目的/意义]引入认知参照以探究用户健康信息辨识眼动行为特征,进而揭示其认知过程,有助于揭示用户认知心理活动与辨识行为的关联关系,为健康信息服务方提升不同认知用户群体的辨识体验提供理论依据。[方法/过程]根据锚定效应,设定用户认知与经验所产生的初始判断为认知参照,开展用户健康信息辨识眼动实验获取用户眼动数据,分别分析认知参照是否存在、是否协调以及是否改变3类认知参照差异下用户健康信息辨识中的眼动行为,进而揭示其认知机理。[结果/结论]健康信息辨识过程中认知参照差异造成不同的认知进路,具体为认知参照不存在型用户在搜索页和详情有用页上为定位信息付出更多认知努力;认知参照协调型用户和改变型用户在辨识早期,分别耗费更多认知努力以加工详情页和搜索页上信息,但其认知努力的延续性存在差异;同时,认知参照的改变显著影响用户的注意力资源分配。

[Purpose/Significance]This study introduces cognitive reference to explore the eye movement behavior characteristics in users’health information identification,and then revealing its cognitive process,helps to reveal the association between users’cognitive psychological activities and identification behavior,and provides a theoretical basis for health information service providers to improve the identification experience of different cognitive user groups.[Method/Process]According to the anchoring effects,the initial judgment generated by the user’s cognition and experience was set as the cognitive reference,and the eye movement experiment of user health information identification was carried out to obtain the user’s eye movement data.The eye movement behavior of user health information identification under the three types of cognitive reference differences was analyzed,including presence or absence of cognitive references,coordination or absence of coordination,and alteration or absence of cognitive references.Then the cognitive mechanism was revealed.[Result/Conclusion]In the process of health information identification,the difference in cognitive reference causes different cognitive approaches.Specifically,the cognitive reference inexistence users pay more cognitive efforts for positioning information on the search and detail pages.Cognitive reference coordination users and change users spend more cognitive efforts to process information on the detail pages and search engine results pages respectively in the early identification stage,but the continuity of their cognitive efforts is different.At the same time,the change of cognitive reference significantly affect the allocation of users’attention resources.