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Updated: Jan 29, 2026

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浮动窗户对消费者在直播中的体验的影响:从眼睛运动的证据
Xiangdong Luo1, Meng Wu1, Xiying Zhang1
1School of Art and Design, Shaanxi University of Science and Technology, Xi'an, Shaanxi, 710021, China.
Acta psychologica
|January 28, 2026
概括
现场购物广播中的浮动窗口功能会影响用户体验和购买意图. 内容和位置显著影响情绪和行为,激发部分介导作用.
科学领域:
- 消费者行为 消费者行为
- 人与计算机的交互
- 电子商务 技术 技术 电子商务
背景情况:
- 现场购物广播中的浮动窗户提供产品信息和视觉元素.
- 这些窗口会影响消费者的视觉注意力和整体购物体验.
研究的目的:
- 调查浮窗特征如何影响消费者直播体验.
- 使用刺激-有机体-反应模型来理解潜在的影响机制.
主要方法:
- 利用刺激-有机体-反应模型来框架研究.
- 对40名中国学生进行了眼球追踪实验和问卷调查.
- 收集经验数据来分析浮窗特征的影响.
主要成果:
- 浮动窗口的内容和位置显著影响消费者的情绪状态和行为意图.
- 激发部分介绍了浮动窗特征和现场直播体验之间的关系.
- 性别影响情绪状态和视觉注意力,但不是购买意图.
结论:
- 浮窗特征对于消费者直播体验和决策至关重要.
- 整合主观和客观措施有助于优化浮动窗口策略.
- 这项研究为平台和企业提供了洞察力,以提高信息传递和转化率.
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