产品页面中推送产品缩略图位置对消费者注意和记忆的影响研究

The Effect of Product Thumbnail Location on Consumer Attention and Memory in Product Pages

基于注意力惯性理论,采用3(缩略图位置:右侧、下方、混合)×2(产品品牌熟悉度:熟悉、不熟悉)的被试间重复实验设计,对产品内页中推送产品缩略图的位置如何影响消费者视觉注意及记忆的内在规律进行了深入研究。眼动实验结果表明:消费者对产品内页中缩略图的注意和记忆效果会受到位置的影响。位于右侧的缩略图比位于下方的缩略图更能够吸引消费者的注意且记忆效果更好;产品的品牌熟悉度显著调节缩略图位置对消费者注意和记忆的影响。研究结果为网络店铺的商家如何设计网页布局来提高缩略图广告效果提供了合理化的建议,具有一定的实践价值。

How product thumbnail’s location impacts the consumers’attention and memory is studied based on the attention inertia theory.Repetitive experiment situations are designed by putting the product thumbnail on the right,at the bottom or on both sides of one page and differentiating the products in their familiarity.Eye movement experiment is used to prove the results of consumers’attention and memory.The results are as follows,consumers’attention to and memory of thumbnails in the product pages are affected by location.The thumbnails on the right side are more attractive to consumers and have better memory effect than those at the bottom.Brand familiarity of products significantly regulates the effect of thumbnail location on consumers’attention and memory.According to the conclusions drawn from the study,suggestions are provided on how to design online product page layout to improve the effect of thumbnail advertising,which is of practical value.