Chen Zihao, Song Wenfang
School of Art and Design, Guangdong University of Technology, Guangzhou, China.
Front Psychol. 2022 Jun 13;13:914321. doi: 10.3389/fpsyg.2022.914321. eCollection 2022.
Human visual behavior on a product significantly affects their purchasing behavior during online shopping. In this study, two experimental studies were performed to investigate human visual behavior and preference for sneakers using an eye tracking technology. The first study discovered that shoelace and vamp areas of interests (AOIs) attracted more attention than the other AOIs. The second study explored the factors affecting human behavior on sneakers, which employed 30 students from different professional backgrounds (i.e., such as fashion and non-fashion disciplines), and examined 24 sneakers, i.e., combinations of four shoelace styles and six vamp materials. The results showed that both genders irrespective of their professional backgrounds were more concerned about the shoelaces than vamps. The shoelace AOI gained more attention of females than males, while the vamp AOI was more concerned by males than females. The vamp AOI was more concerned by non-professionals than professionals, while the shoelace AOI was paid more attention by professionals than non-professionals. Besides, flat or round shoelaces, canvas, and cow leather or cotton flannel vamp materials were more preferred by the participants than the other types. The findings are of great help for the fashion product designers, the manufacturers, and the sellers to provide the product required by the customers.
人类在产品上的视觉行为会显著影响他们在网上购物时的购买行为。在本研究中，进行了两项实验研究，以使用眼动追踪技术调查人类对运动鞋的视觉行为和偏好。第一项研究发现，鞋带和鞋面感兴趣区域（AOIs）比其他AOIs吸引了更多关注。第二项研究探讨了影响人类对运动鞋行为的因素，该研究招募了30名来自不同专业背景（如时尚和非时尚学科）的学生，并考察了24双运动鞋，即四种鞋带款式和六种鞋面材料的组合。结果表明，无论专业背景如何，男女都更关注鞋带而非鞋面。鞋带AOI获得女性的关注多于男性，而鞋面AOI则是男性比女性更关注。非专业人士比专业人士更关注鞋面AOI，而专业人士比非专业人士更关注鞋带AOI。此外，参与者比其他类型更喜欢扁平或圆形鞋带、帆布以及牛皮或棉绒鞋面材料。这些发现对时尚产品设计师、制造商和销售商提供客户所需产品有很大帮助。
