Online Shopping Aging Design Strategy Based on Visual Attention

Abstract

With the development of digitalization and the deepening of aging, the consumption concept of the elderly breaks the inherent cognition of the society. According to the data released by major shopping software in China, the number of users and consumption amount of the elderly population are constantly rising. However, as a special group, there is a big gap between the elderly and young people in the use of digital products, and the elderly also have different differences within themselves. In this study, the subjective and objective user research method was used to subdivide the use degree of the population and screen the target users, and then the physiological data of the young and old control group was measured through the eye movement experiment to obtain the objective preference needs. With different stimulus materials as independent variables and eye movement data as dependent variables, the experiment analyzed the differences in physiological data of users of different ages during browsing and task operation, and concluded the influence of step-by-step guidance in interactive behavior on visual attention indicators and decision time of elderly users. The experimental results show that the performance and experience of the step-by-step guided task is much higher for the elderly than that of the descriptive guided task, while the gap between the use of the young is small. Therefore, strengthening guidance and shielding non-main information in interactive behavior can significantly stimulate and regulate visual attention of visual elderly people, and can effectively improve their performance and experience.