Web信息诉求与用户任务交互的眼动模式发现

Interaction Effects of Web Content Appeal Strategies with User Tasks and Its Influence on Eye-Movement Pattern

眼球运动是人类心理与认知状态的外在表现,已有的研究大多分别考察外界信息表象或用户内源状态对眼动的影响,很少有人专注于外界信息的诉求方式与用户任务交互对眼动的影响。本文利用眼动跟踪技术,采用感性诉求与理性诉求两种信息表达方式,给参试者分配喜好任务和匹配任务,考察Web信息的诉求方式与用户任务的交互作用对眼动的影响。实验结果发现:参试者在不同任务条件下观察同一诉求方式的Web信息时,有着不同的眼动模式;且这种眼动模式的差异受到其所观察信息的诉求方式的影响。实验说明:参试者的眼动模式制约于内在任务的同时也受外界信息诉求方式影响,在充分考虑这两者交互作用的前提下,基于眼动数据进行用户分类是可行的。

Eye-movement ls an external manifestation of human psychology and cognitive status.Mostprevious research focus on how eye-movement is affected by the outside information representations or users＇ inside states ,the interaction effects of appeals of Web information to users＇ tasks and its impacts to users＇ eye-movement patterns were seldomly studied. Eye-tracking technology was applied to investigate how the appeals of Web information interact to users＇ tasks and impacts on eye-movement patterns emotional appeal and rational appeal were adopted to describe information,and participants were assigned preference and matching tasks in the experiment. The results showed that there were different eye-movement patterns between participants on preference task and on matching task meanwhile , these differences were impacted by the appeals of the information being watched. The results suggest that, participants＇ eye-movement patterns are not only restricted to the inside tasks ,but also affected by outside information appeal strategies. On the premise of fully considering this interaction effect ,it is reasonable to utilize eye-movement data for user classification.