Abstract
With the rapid development of Internet technology and industry, e-commerce has become one of the major shopping channels for Chinese consumers. Different from the traditional web page design. The basic design goal of the e-commerce web page is to promote the use of the e-commerce website and ultimately transfer it to the purchase decision. According to previous studies, web page format design can affect users’ browsing behavior. This paper studies how e-commerce web page format affects users’ attention to information through eye tracking experiment. The eye tracker capture experiment was used to obtain the difference data of user browsing behaviors (browsing path, fixations) under different column ratios. On the one hand, it helps designers to accurately lay out the information content to be presented according to the browsing rules of users, i.e., to place the attention at the corresponding position according to the importance of information; On the other hand, the designer judges in advance the overall information attention effect brought by the design scheme.
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Acknowledgment
The research is supported by research project fund of Beijing Institute of Fashion Technology. We also thank Feng Gao and Minneng Lin of Alibaba UED for encouraging us to publish this work.
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Zhang, F., Su, Y., Liu, J., Zhang, N., Gao, F. (2021). The Influence of E-commerce Web Page Format on Information Area Under Attention Mechanism. In: Ahram, T.Z., Karwowski, W., Kalra, J. (eds) Advances in Artificial Intelligence, Software and Systems Engineering. AHFE 2021. Lecture Notes in Networks and Systems, vol 271. Springer, Cham. https://doi.org/10.1007/978-3-030-80624-8_57
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DOI: https://doi.org/10.1007/978-3-030-80624-8_57
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