| As a new popular shopping-pattern, shopping on the internet has gradually revealed its unique advantages. In addition to providing the convenience, the businessmen also pay attention to web design forms in order to guide the consumers’purchase behaviors. Commodity advertising information mainly is showed by online thumbnails, different network thumbnail arrays are divided according to different functions. Merchants make the recommended arrays according to the division clicks and sales, and form common products as the normal arrays.360buy usually puts the recommended arrays on the left side of the normal arrays, but Tmall and Suning mall design the recommended arrays on the right side of the normal arrays. We research the influence for consumers’browsing by the two forms, and take into account the designs of up position and down position. Previous studies of commodity categories mostly use questionnaire, but the experiment research is less. So we use the eye movement technology to research the location of thumbnail arrays and commodity categories, and discuss their possible causes for consumers to browse the web.This research designed two experiments by using Eyelink1000for data collection, and gave recognition tests after the experiment respectively. Experiment one invited26undergraduates (12males14females),22subjects’data is effective. Items used the mobile phone and the perfume. There are four kinds of locations of the thumbnail arrays, including the recommended arrays are on the left, right, top, down of the normal arrays as location one, location two, location three, location four. Eye movement analysis of the recommended arrays found that the items and the position are the main effects, and there is interaction. The dwell time of the perfume is far higher than that of mobile phones, and when browsing for the recommended arrays is put on the top and the left, total fixation time and frequency of looking is higher than the right and the down. Eye movement analysis of the normal arrays shows that consumers’browsing for subject goods will not lead the differences because of the items and the position. The results of the recognition test after the experiment are also in line with the eye movement analysis results, the locations of top and the left of the commodity make consumer’recognition rate improved obviously.There are27(13males14females) undergraduates in the experiment2,26 participants are effective. Items use skin care cream and sporting goods. The placements of network thumbnail arrays are the same as the experimental one. Eye movement analysis of the recommended arrays shows that items and the position are the main effects, but there is no interaction. The dwell time of the skin cream is far higher than that of sporting goods, browsing for the above recommended arrays is slightly better than the other three positions. Eye movement analysis of the normal arrays shows a significant main effect of the selection. When the normal arrays are put on the top and the left, the total time and the counts are higher than the right and the down. The results of recognition test says, placements for up, down, left have the higher recognition rates.Experimental results show that the locations of the online thumbnail arrays effect obviously, the positions of the top and the left cause consuming more attention and cognitive processing; For high value items, consumers tend to the recommended arrays, especially they are on the top and the left, but browsing for common commodity is arbitrary; For low value items, consumers are less reference the recommended arrays, they pay more attention to the normal arrays when they are on the top and the left; The effect of the thumbnail arrays’recognition tests is that putting on the top and on the left side is better than the right and the down. |
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