目的 展示效果的多元化为产品的传播和购买决策提供了新的机遇。在数字媒体时代，如何提高产品视觉展示效果，增强产品传播力度，提升品牌知名度和用户购买欲望，是企业新产品研发宣传亟待解决的问题。方法 针对文创产品，利用眼动追踪技术，经过收集并分析眼动数据，结合主观调查问卷和用户访谈，进行文创产品虚拟展示和实物展示模式与用户关注之间相关性的探讨和分析。结果 从注视时长来看，虚拟展示模式对用户关注呈显著影响，与实物展示相比，虚拟展示可以获得较高的集中关注;从瞳孔直径来看，实物展示模式与用户兴趣度相关性更为显著。结论 产品虚拟展示和实物展示各有长处，可以根据要求选择合适的方式，也可以综合使用，为产品“线上+线下”的展示效果和产品优化组合提供一定的参考依据。

The diverse display provides a new opportunity for the dissemination and promotion of the product. In the era of digital media, how to improve the visual display effect of products, enhance product dissemination, and enhance brand awareness and user purchasing desire is an urgent problem to be solved in the research and development of new products. Based on the cultural creative product (CCP), after collected and analyzed eye movement data, in combination with subjective questionnaire and user interview, the correlation between the effect of two display (online virtual display and offline physical display) and users' attention was discussed and analyzed by eye-tracking technology. From the viewpoint of gaze duration, the virtual display had a significant impact on user’s attention:the virtual display could obtain a higher concentration of attention compared with the physical display; from the viewpoint of pupil diameter, the correlation between the physical display and user’s interest is more significant. In conclusion, the virtual display and the physical display have their own merits, and they can be selected appropriate methods according to the promotion requirements, and can also be used in combination, which provides a certain reference basis for the product "online + offline" display effect and product optimization combination.