基于眼动追踪的原创网络文学网站优化研究——以起点中文网为例

Research on the Optimization of Original Online Literature Websites Based on Eye-Tracking: A Case Study of Qidian.com

文章以原创网络文学网站行业代表起点中文网为研究对象,基于眼动追踪实验,通过模拟用户开展在线阅读的全过程,对其视觉偏好、浏览模式及影响因素进行分析。结果发现,用户倾向于关注网页中部组织有序、整合严谨的区域,且视线轨迹运动梯度在顺序浏览与回视浏览阶段存在差异;图式模式与跳跃模式应用较广,指向用户数较多;广告等界面元素的位置与形式差异会对眼动数据产生一定影响。以此为重要参照,可从界面设计、功能体系、服务供给等角度优化网站设计,包括完善版面布局与内容层次、创新界面元素与信息呈现、拓展内容关联与数字交流、形成个性化服务机制与服务模式等,以实现用户服务管理与网站价值创造的双赢。

This paper takes “Qidian.com”, the representative of the industry of original online literature websites,as the research object. Based on the eye-tracking experiment, by simulating the whole process of users’ online reading, their visual preference, browsing modes and influencing factors are analyzed. The results show that users tend to pay attention to the orderly and well-integrated areas in the middle of the web page, and there are differences in the movement gradients of the gaze trajectory in the sequential browsing and retrospective browsing stages. The schema mode and the jump mode are widely used by more users. Moreover, differences in the positions and forms of interface elements such as advertisements have a certain impact on eye-tracking data. Taking the results as reference, website design can be optimized from the perspectives of the interface design, functional system, service supply, etc., including perfecting the layout and content levels, innovating the interface elements and information presentation, expanding the content related with digital communication, and forming the personalized service mechanism and service mode, which can help achieve a win-win situation between user service management and website value creation.