基于眼动证据的在线健康社区用户信息浏览行为及影响因素研究

Research of Information Browsing Behavior and Influencing Factors in Online Health Community Based on Eye Movement Evidence

[目的/意义]文章旨在丰富在线健康社区领域用户信息浏览行为的研究成果,为在线健康社区建设提供新思路。[方法/过程]本研究设计了一个用户无明确目标导向浏览有问必答网失眠社区信息的实验,借助眼动追踪技术分析用户浏览时的行为特征和影响因素,并比较用户在浏览和查询两种情境下的行为差异。[结果/结论]结果发现,用户的浏览方向在首页页面和内容页面上存在差异,主要使用广度优先策略选择帖子,浏览过程中存在固定的行为模式,浏览和查询两种情境中用户的浏览路径存在一定的区别和联系;在信息加工方面,用户浏览社区首页页面时付出的认知努力比内容页面多,重点关注网页中部的元素;帖子链接排名、广告位置、信息元组织模式、内容主题的差异均对浏览行为有显著影响。最后,本研究根据这些发现提出相应的改善建议。

[Purpose/significance] This article aims to enrich the theories of information browsing behavior in the area of online health community,and provide suggestions for the improvement of information service.[Method/process] This study analyzed the information behavior characteristics and influencing factors when browsing online health communities,and compared the difference between browsing and searching behavior by designing an eye-tracking experiment in which users browsed the insomnia community of a health website named "120 ask".[Result/conclusion] It is found that user’s browsing directions are different between home page and content page.The breadth-first strategy is mainly used when selecting posts as well as fixed patterns during the browsing process.In the two scenarios of browsing and searching,there are certain differences and correlations in the behavior characteristics.In terms of information processing,users have more cognitive efforts when browsing the home page than the content page,more attention on the elements in the middle of the page.Posts’ ranking,position of advertising,pattern of information elements’ organization and content difference have significant effects on browsing behavior.Finally,this article provided some improvement suggestions based on these findings.