眼动追踪技术在电子商务应用中的回顾与展望
A Review and Prospect of Eye-Tracking Technology Applications in E-Commerce
DOI: 10.12677/ecl.2024.1341424, PDF,   
作者: 张祖蕊：浙江理工大学心理系，浙江 杭州
关键词: 电子商务；眼动研究；发展趋势；用户体验；E-Commerce； Eye Tracking Research； Development Trend； User Experience
摘要: 本文回顾与展望了眼动追踪技术在电子商务领域的应用。眼动追踪技术通过分析用户视线行为，优化用户体验和广告效果，实现个性化推荐。尽管面临技术成本高、数据隐私保护和数据分析复杂性等挑战，未来研究将聚焦技术创新、多模态数据融合和人工智能应用，推动眼动追踪技术在电商的深入发展。预计该技术将与VR、AR等新兴平台结合，为电商带来更丰富的用户体验和商业价值。
Abstract: The paper reviews and looks forward to the application of eye-tracking technology in the field of e-commerce. Eye-tracking technology optimizes user experience and advertising effects by analyzing visual behavior, and enables personalized recommendations. Despite challenges such as high technological costs, data privacy protection, and the complexity of data analysis, future research will focus on technological innovation, multimodal data fusion, and the application of artificial intelligence to promote in-depth development of eye-tracking technology in e-commerce. It is anticipated that this technology will be integrated with emerging platforms such as virtual reality (VR) and augmented reality (AR), bringing a richer user experience and commercial value to e-commerce.
文章引用：张祖蕊. 眼动追踪技术在电子商务应用中的回顾与展望[J]. 电子商务评论, 2024, 13(4): 2521-2526. https://doi.org/10.12677/ecl.2024.1341424

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