注视线索对购买倾向的引导作用

发布时间：2018-03-05 13:03

本文选题：社会性注意　切入点：注视线索　出处：《天津师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：在日常生活中,人们会有意或无意地把自己的注意力转向别人正在关注的事物,这引起了人们对社会性注意的研究。目前,关于社会性注意的研究已是心理学研究中的一个热点,其中涉及到的引发社会性注意转移的视觉线索主要有社会性线索和符号性线索两种,而眼睛注视作为一种重要的社会性注意线索,在人类的社会交往中,甚至是生存发展中扮演着重要的作用,它可以帮助人们有效地预测别人的注视方向,人们甚至可以根据他人眼睛的注视方向,获悉其注意焦点、行为意图、目的愿望或者是知识和信念等信息。已有研究表明,视觉信息在人们的消费决策中起着重要作用,但是关于注视线索对消费者购买倾向影响的机制还不清楚。本研究采用眼动研究和行为研究,探究了眼睛注视的线索效应对购买倾向的引导作用。实验—利用眼动仪来探究人们在注视追随过程中对探测刺激的关注情况。以20名(男女各10名)大学生为被试,采用非接触式眼动仪,探讨了被试在注视线索的引导下对探测刺激的关注情况。结果表明,在线索-目标一致情况下被试对探测刺激的注视时间和注视次数和线索-目标不一致情况下相比差异显著,说明被试在线索-目标一致情况下,被试对于探测刺激的关注程度更高。实验二在实验一的基础上,进一步探究被试对探测刺激的关注程度是否能引起被试的购买倾向,从而找到注视线索与消费者购买倾向的关联。以30名(男女各15名)大学生为被试,采用E-prime编程的行为实验。结果表明,在线索-目标一致情况下,被试对探测刺激的购买倾向显著高于线索-目标不一致情况。从而证实注视线索对消费者购买倾向具有一定的引导作用。综合实验一和实验二,注视线索不仅能够引起显著的注视线索提示效应,而且对被试的购买倾向具有一定的引导作用。
[Abstract]:In daily life, people turn their attention intentionally or unintentionally to what others are paying attention to, which leads to the study of social attention. The study of social attention has become a hot topic in psychological research. The visual cues involved in the transfer of social attention are mainly social cues and symbolic cues. Eye gaze, as an important clue of social attention, plays an important role in human social interaction and even survival and development. It can help people effectively predict the direction of other people's gaze. People can even be informed of the focus of attention, behavioral intent, purpose desire or knowledge and belief based on the gaze direction of the eyes of others. It has been shown that visual information plays an important role in people's consumption decisions. However, the mechanism of the effect of fixation cues on consumers' purchase tendency is not clear. Eye movement research and behavioral research are used in this study. This paper explores the guiding effect of eye gaze on purchasing tendency. Experiment-using eye movement instrument to explore the attention of people to probe stimuli in the process of gaze following. 20 college students (10 male and 10 male) were selected as subjects. Using a non-contact eye movement instrument, the participants' attention to the detection of stimulus under the guidance of gaze cues was discussed. The results showed that, There were significant differences in the fixation time, fixation times and cue-target inconsistency between the subjects in the case of consistent cue-target, which indicated that the subjects were in the same situation of cue-target. On the basis of experiment 1, we further explored whether the attention of the subjects to the probe stimulation could lead to the purchasing tendency of the subjects. The results showed that 30 college students (15 male and 15 male) were tested by E-prime programming. The results showed that when the cue-goal was the same, The purchasing tendency of the subjects to the probe stimulus was significantly higher than that of the cue-target inconsistency. Thus, it was proved that the gaze cues had a certain guiding effect on the consumers' purchase tendency. Fixation cues can not only cause obvious cues effect, but also guide the purchasing tendency of subjects.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：B842

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