| 靳慧斌,刘亚威,穆小萌.基于眼动追踪的航空公司官网可用性评估[J].包装工程,2018,39(10):173-176. |
| 基于眼动追踪的航空公司官网可用性评估 |
| Evaluation of the Usability of Airline Official Website Based on Eye Tracking |
| 投稿时间：2018-01-09 修订日期：2018-05-20 |
| DOI：10.19554/j.cnki.1001-3563.2018.10.032 |
| 中文关键词: 眼动追踪 网页可用性 航空公司 人机交互 |
| 英文关键词: eye tracking webpage usability airline human-computer interaction |
| 基金项目:国家自然科学基金（U1333112）；中央高校基本科研业务费专项资金（3122014B007） |
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| 中文摘要: |
| 目的 提高用户对航空公司官网主页的使用体验。方法 针对4家航空公司的官网，设计两组不同的实验任务，利用眼动仪采集被试浏览网页时的眼动数据，如注视点个数、注视时间、热点图等。结果 航空公司官网购票功能区设计为“出发地—目的地—去程日期—返程日期”的“一”字形，更符合用户的操作习惯；广告区独立展示是一种低级的策略，将广告区和实用功能区结合能吸引更多的用户注意。结论 可为航空公司官网和类似网页改善促销广告展示策略，吸引用户注意提供参考建议。 |
| 英文摘要: |
| It aims to improve the user's experience of the official website of the airline. According to the official network of 4 Airlines, two groups of different experiments for the four airlines official website are designed, and the eye tracker is used to collect the eye movement data when the subjects are browsing the website, such as the number of fixes, watching time, hotspot map and so on. The results found that the airline official website purchase function area design for the "departure-destination-departure date-return date" of the "one" shape, more in line with the user's operating habits; advertising area independent display is a low-level strategy, the combination of the advertising area and the utility area can attract more user attention. This study can provide suggestions for improving promotional advertising display strategies of airline official websites and similar web pages to attract users' attention. |
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