产品吸引与消费者偏好：基于眼动追踪的市场营销研究回顾

Product Attractiveness and Consumer Preference: A Marketing-Oriented Review Based on Eye-Tracking Research

摘要: 在数字化与信息过载交织的消费环境中，如何在有限时间内有效吸引并维持消费者注意力，已成为产品设计与市场营销中的核心议题。本文系统回顾了眼动追踪技术在消费者产品偏好研究中的应用，重点聚焦于实体产品的包装设计与货架陈列，以及互联网产品的界面结构与交互策略。研究表明，色彩、形状、尺寸、信息布局与动态元素等关键视觉线索显著影响消费者的视觉注意模式，揭示了注意力分配与偏好形成的内在机制。相关发现为企业优化产品呈现方式、提升品牌识别度与实现营销转化目标提供了理论支持与实践指导。

Abstract: In a consumer environment shaped by digitalization and information overload, the ability to capture and sustain attention within a limited timeframe has become a central challenge in product design and marketing. This paper reviews the application of eye-tracking technology in consumer preference research, with a focus on packaging design and shelf layout for physical products, as well as interface structure and interaction strategies for digital products. Findings indicate that visual cues such as color, shape, size, information layout, and dynamic elements significantly influence patterns of visual attention. These insights reveal key mechanisms underlying consumer attention and preference formation, offering both theoretical foundations and practical guidance for optimizing product design and enhancing market performance.