基于“眼动+面部表情”的航空公司官网用户体验分析与预测

User Experience Analysis and Prediction of Low Cost Airline Official Website Based on “Eye Movement + Facial Expression”

针对低成本航空公司官网建设和优化需求,提出一种基于眼动和面部表情的用户体验分析与预测方法。首先,选择了6个具有代表性的低成本航空公司官网开展体验实验以采集体验过程中的眼动和AU数据。然后,从网页体验过程的眼动行为和情感角度分析官网的用户体验,并与用户的主观评价对比。最后,基于相关性分析提取与用户体验显著相关的眼动和面部表情指标。基于该指标组成的特征向量模式,利用支持向量机方法构建了用户体验的分类预测模型。结果表明:低成本航空公司官网的建设应该在文字内容、功能区布局、色彩和操作性方面取得平衡才能获得好的用户体验,基于“眼动+面部表情”的预测模型能支持用户体验的实时监测和动态评价。

In order to build and optimize the official website of low-cost airlines,a user experience analysis and prediction method based on eye movement and facial expression was proposed.Firstly,six representative official websites of low-cost airlines were selected to carry out user experience experiments.The eye movements and facial expressions in the process were collected.Then,the eye movement behavior and emotional in the process of official website experience were analyzed and compared with the subjective evaluation of user experience.Finally,the correlation analysis was used to extract eye movement and facial expression indicators significantly related to the user experience.Based on the feature vectors composed of these indexes,the classification prediction model of user experience was constructed based on the support vector machine method.The results show that the web design of airlines should balance text content,functional area layout,color and operability in order to achieve good user experience.The user experience prediction model based on“eye movement+facial expression”can support the real-time user experience monitoring and dynamic evaluation.