默认选项对用户决策行为影响的眼动研究

Eye-tracking Study on the Effect of Default Option on Users’Decision-making Behavior

随着互联网与餐饮行业的深度融合,餐饮外卖市场得到了快速发展,但人们却忽视了一次性外卖餐盒对环境的污染。文章聚焦外卖平台环保餐盒的购买行为,结合认知科学技术的“过程测量”优势,探究默认选项对用户决策行为影响的认知过程。采用眼动追踪技术,记录用户在默认餐盒选项和无默认选项条件下的眼动轨迹和决策行为,并进行对比分析。在默认餐盒选项组内,相较于非环保餐盒,用户对环保餐盒信息区域的关注程度更高,注视时间更长,环保餐盒购买率更高。在无默认选项组内,用户对环保餐盒信息区域的关注程度、注视时间、环保餐盒购买率与非环保餐盒无显著差异。此外,相较无默认选项,默认餐盒选项的设置降低了用户的决策时间。

With the deep integration of Internet and catering industry,the takeout market has developed rapidly,while neglecting the environmental pollution caused by disposable takeout lunch boxes.This study focuses on the selection behavior of eco-friendly lunch boxes on the takeout platform,and explores the cognitive effect of default option on users’purchasing behavior using cognitive technological method with the advantages of process measurement.Eye-tracking technology was used to record the eye movement and selection behavior of users under the conditions of default eco-friendly lunch box option and no default option,and then the comparative analysis was conducted.In the default eco-friendly lunch box option group,users paid more attention to the environmentally friendly lunch box information area than the non-environmental lunch box information area,with longer gaze time and higher purchase rate of environmentally friendly lunch boxes.In the no default option group,there were no significant differences between the environmentally friendly lunch box and non-environmental lunch box information area in the consumers’concerns and gaze time and lunch box purchase rate.In addition,the default eco-friendly lunch box option reduced users’decision-making time compared with no default option.