ABSTRACT

With the exponential growth of mobile smartphones, shopping through them has received considerable attention from online retailers, who wish to offer an interactive and personalised online shopping marketing. However, interactive mobile shopping marketing is still in the early stages of development, and the impact of individual shopping context, such as emotional state of online shoppers’ visual behaviour, is unexplored yet. To address this question, this study adopted the eye-tracking paradigm to examine the ways in which consumers’ pattern of visual attention varies according to their emotional states (positive vs. negative) in mobile screen compared with desktop screen. Results revealed that those with negative emotion paid greater visual attention to online shopping information presented on the mobile and desktop screen than with positive emotion consumers. The gap of the impact of emotional state on consumers’ visual behaviour was more evident in the case of the small screen of mobile device. Regardless of emotional status, visual attention was more highly appeared in mobile screen than desktop screen.

摘要

随着移动智能手机的指数级增长，通过它们进行购物已经受到在线零售商的极大关注，他们希望提供互动和个性化的在线购物营销。然而，交互式移动购物营销仍处于早期发展阶段，个人购物环境的影响，例如在线购物者视觉行为的情绪状态，尚待探索。为了解决这个问题，本研究采用眼动追踪范式来检查消费者的视觉注意力模式在移动屏幕与桌面屏幕上的不同方式，根据他们的情绪状态（积极与消极）而变化。结果显示，与积极情绪的消费者相比，消极情绪的消费者对手机和桌面屏幕上呈现的在线购物信息的视觉关注度更高。情绪状态对消费者视觉行为影响的差距在移动设备小屏幕的情况下更为明显。无论情绪状态如何，移动屏幕上的视觉注意力都高于桌面屏幕。