| Without doubt e-commerce is the hotspot in the present society in China. We are amazed about its high speed of development and the vast fortune it created. Studies based on the e-commerce usually involve many aspects, however, it’s very rare when it comes to the face clues of the product model on online shopping websites. This study will consider the fact that, the gaze direction of product model, direct gaze or gaze toward the product, will have an influence on the emotion and attention of consumer, which affects the will of users’ approaching or avoiding the websites. Also the study will keep an eye on the relationship between the user’s gender, the gender match condition of users and product models and the interaction process.Questionnaire survey, the subject’s report of himself, is adopted by many traditional studies. But this process cannot capture the realtime and objective information, therefore some limits exist. As a result, we combine three methods, eye-tracking, the questionnaire survey and the memory test to accomplish the whole study. Eye-tracking is used to collect the physiological data of users, such as fixation counts, fixation duration, pupil size, blink frequency and so on. Then questionnaire survey is used as supplement to survey the subjective feeling and behavior disposition, which will complete the whole research.The concept model and research hypothesis of this research is based on the S-O-R frame. By using SPSS17.0to analysis the data of60subjects on eye-tracking and questionnaire survey comprehensively, conclusions are as follow:1. For female subjects, fixation counts and fixation duration under gender matched condition are significantly more than unmatched ones, in area of model faces, product region and product description region. In the direct gaze group, fixation counts and fixation duration in brand and product description area are significantly more than that in gaze toward product group, and the average fixation duration in brand region is significantly longer than that in gaze toward product group.2. For male subjects, fixation counts and fixation duration under gender matched condition are significantly more than unmatched ones, in area of model faces, brand names, and the average fixation duration in model face region is significantly longer than that in unmatched group. In the direct gaze group, fixation counts and fixation duration in product, model face and product description area are significantly more than that in gaze toward product group.3. For female and male subjects, the time browsing the webpages under direct gaze condition are significantly longer than gaze toward product group. For female subjects, the time browsing the webpages under gender matched condition are significantly longer than unmatched ones.4. Arousal and pleasure significantly affect users’ attitude toward the website.5. Fixation duration and average fixation duration significantly affect accuracy of the memory test.6. Direct gaze can better trigger arousal of users than gaze toward product. |
