基于眼动测试的在线购物车流程设计优化研究

Optimization of online shopping cart process design based on Eye tracking testing

摘要:

随着电子商务的快速发展,在线商家竞争日益激烈,越来越多的商家通过网站设计优化来提高消费体验。本研究基于认知心理学相关理论,将眼动研究方法与问卷,访谈等传统方法相结合,对新东方网站购物车流程的设计体验进行评价。结果表明,眼动测试方法可以很好地用于网页可用性评价；综合问卷及访谈结果,证明优化后的版本的体验更好；一些新功能的设置有效地解决了用户在线购课过程中可能出现的问题,改善了购课体验。

Abstract:

With the rapid development and intense competition of e-commerce, the e-tailers are paying more and more attention to improve the user experience by optimizing the website design constantly. Based on the theory of cognitive psychology, the objective eye tracking data, combined with the questionnaire survey and user interview method, were used for evaluating the web design optimization during the shopping cart purchase process on the New Oriental website. It found out that the eye tracking was great for website usability evaluation. In addition, the optimized web design was proved to be more proper and efficient considering the result from the appraisal procedures. Furthermore, some added functions could solve the possible problems occurred during this process and improve the user experience effectively.