利用视线追踪技术分析饮料包装销售

Analysis on the Beverage Packaging Marketing with Eye Tracking Technology

目的研究消费者购买某一款饮料产品所做购买决策时瞳孔变化的过程。方法分析测试过程中注视频度的有效比例数据和注视频度中瞳孔放大的上位2∑的相关数据。结果被测试者对于饮料包装上的字样和logo有较高的关注度。根据注视频度中与之相关的有效比例数据和瞳孔扩张的上位2∑数据,表明两者之间有较高的关联度且在统计学上有显著的意义。通过测试的数据分析得出被测试者对4种样品饮料包装有较高的好感度,并证实了神经营销学适用于包装商品的销售研究和分析。结论该研究方法不仅适用于饮料包装,还适用于其他各种各样的包装商品。

The work aims to study the process of pupil change when the consumer decides to buy some beverage. The effective proportional data of gaze frequency during the test and the relevant data of intuitionistic 2∑of pupil dilation in the gaze frequency were analyzed. The tested subject paid more attention to the words and logo on the beverage packag- ing. According to the effective proportional data related to the gaze frequency and the intuitionistic 2∑ data of pupil dilation, it indicated that gaze frequency and pupil dilation had higher correlation and such correlation was statistically of remarkable significance. Through the analysis on the test data, the tested subject showed higher favorability in 4 beverage samples and it was proved that the neuromarketing was applicable to the marketing research and analysis on the packaged goods. The proposed research method is applicable to not only the beverage packaging, but also all other sorts of pack- aged goods.