社会化商务社区中用户信息处理行为影响研究——基于眼动实验的比较分析

Study on the Impact of Users’Information Processing in Social Commerce Communities——Comparative Analysis Based on Eye-Tracking Experiment

【目的/意义】围绕社会化商务社区中的信息搜索和信息处理,从认知心理学和神经学视角探究用户对商品信息的偏好及关注程度,有助于帮助社区提供优质的信息服务,实现社区推荐智能化。【方法/过程】选取典型的社会化商务社区为研究背景,通过眼动实验收集数据,挖掘社区中的信息呈现(客观事实型信息vs.主观评价型信息)和商品类型(享乐型商品vs.实用型商品)对用户信息处理可能的影响规律。【结果/结论】用户对不同的信息在处理上存在显著性差异,和客观事实型信息相比,用户在了解商品时更关注主观评价型信息;商品类型显著影响用户在社区中的信息搜索和信息处理,用户更关注享乐型商品的主观评价型信息而关注实用型商品的客观事实型信息。【创新/局限】现有研究多从社会环境、信息系统、用户特征等方面研究用户信息行为的影响因素,本研究从信息维度出发借助眼动实验的方法为社会化商务社区中的用户信息行为提供新的研究视角。

【Purpose/significance】Focusing on information search and information processing behavior in the social commerce community from the perspective of cognitive psychology and neurology,this paper explores user’s preference and extent of attention to product information,which will help community provide high-quality information service and realize the intelligentization of community recommendations.【Method/process】The paper selects a typical social commerce community as the research background,collects data through eye-tracking experiment and explores information presentation(objective factual information vs.subjective evaluation information)and product types(hedonic product vs.utilization product)in the community that may affect consumers’process information.【Result/conclusion】Results show that there exists significant difference in users’processing of different information.Compared with objective information,consumers pay more attention to subjective evaluation information when knowing about a product;Product types significantly affect consumers’information processing in the decision-making process,consumers pay more attention to subjective evaluation information of hedonic products while objective factual information of utilization products.【Innovation/limitation】Existing research mostly studies the influencing factors of information behavior from social environment,information system,user feature or other aspects.This research selects the information itself and utilizes eye-tracking experiment to provide a new research perspective on user’s information behavior in social commerce communities.