在线评论对消费者行为的导向分析——以眼动技术为支持

Online Comment on the Guided Analysis of Consumer’s Behavior—Eye Movement Technology for Support

摘要: 消费者的在线消费或服务往往会参考网友的在线评论。我们提出对于不同的商品类型，消费者对两类评论的认知行为的研究假设，通过眼动实验收集数据，采用单因素方差分析和双因素等分析方法检验研究假设；检验性别、图文比等因素在评论体系中的作用和内在关系。研究结果表明，商品类型对消费者的在线评论认知行为具有显著影响性。消费者在搜索型商品的选购上，相比于图片更多依赖于文字评论做出决策，关注搜索型商品评论的时间普遍大于体验型。眼动实验方法的普及为商家研究消费者行为理论、指定营销策略提供了崭新的视角。

Abstract: Consumers’ online consumption or service often refers to online comments from netizens. We propose research hypotheses for different types of commodities, consumers’ cognitive behaviors of two types of reviews, data collected through eye movement experiments, test hypotheses using one-way analysis of variance and two-factor analysis to examine the effect and internal relationship of factors which include gender and ratio between graphic and text in commentary system. The results of the study show that commodity types have a significant impact on consumers’ online cognition behavior. Consumers rely more on text comments to make decisions on search-type merchandise than on images. The time to focus on search-type merchandise reviews is generally greater than experience. The popularity of eye movement experiment methods provides a new perspective for merchants to study consumer behavior theory and designated marketing strategies.