A color is a powerful tool used to attract people’s attention and to entice them to purchase a product. However, the way in which a specific color influences people’s color selection and the role of their eye movements and cultural factors in this process remain unknown. In this study, to delve into this problem, we designed an experiment to determine the influence of specific colors on people’s product preferences by using an eye-tracking device, intending to identify the role of their eye movements and cultural factors. Based on the experimental data, a detailed influence path model was built to describe the effect of specific colors on product evaluations by an integrated moderation and mediation analysis. Our findings show that in the influence process, the effects of specific colors on product evaluations are mediated by eye movements. Additionally, cultural factors partly moderate the process as an influencing factor. The research findings from this study have important implications for user-centered product design and visual marketing management.

颜色是一种强大的工具，用于吸引人们的注意力并吸引他们购买产品。然而，特定颜色如何影响人们的颜色选择以及眼球运动和文化因素在此过程中的作用仍然未知。在本研究中，为了深入研究这个问题，我们设计了一个实验，通过使用眼球追踪设备来确定特定颜色对人们产品偏好的影响，旨在识别他们的眼球运动和文化因素的作用。基于实验数据，通过综合调节和中介分析，建立了详细的影响路径模型来描述特定颜色对产品评价的影响。我们的研究结果表明，在影响过程中，特定颜色对产品评价的影响是由眼球运动介导的。此外，文化因素作为影响因素在一定程度上调节了这一过程。这项研究的研究结果对于以用户为中心的产品设计和视觉营销管理具有重要意义。