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首页> 外文会议>International Conference on Augmented Cognition >Adapting Human-Computer-Interaction of Attentive Smart Glasses to the Trade-Off Conflict in Purchase Decisions: An Experiment in a Virtual Supermarket
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Adapting Human-Computer-Interaction of Attentive Smart Glasses to the Trade-Off Conflict in Purchase Decisions: An Experiment in a Virtual Supermarket

机译：将注意力智能眼镜的人机相互作用适应购买决策的权衡冲突：虚拟超市的实验

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摘要

In many everyday purchase decisions, consumers have to trade-off their decisions between alternatives. For example, consumers often have to decide whether to buy the more expensive high quality product or the less expensive product of lower quality. Marketing researchers are especially interested in finding out how consumers make decisions when facing such trade-off conflicts and eye-tracking has been used as a tool to investigate the allocation of attention in such situations. Conflicting decision situations are also particularly interesting for human-computer interaction research because designers may use knowledge about the information acquisition behavior to build assistance systems which can help the user to solve the trade-off conflict. In this paper, we build and test such an assistance system that monitors the user's information acquisition processes using mobile eye-tracking in the virtual reality. In particular, we test whether and how strongly the tradeoff conflict influences how consumers direct their attention to products and features. We find that trade-off conflict, task experience and task involvement significantly influence how much attention products receive. We discuss how this knowledge might be used in the future to build assistance systems in the form of attentive smart glasses.
机译：在许多日常的购买决策，消费者必须权衡替代品之间的决定。例如，消费者往往要决定是否购买更昂贵的高品质的产品和低质量的更便宜的产品。营销调研人员在找出面临这样的权衡冲突和眼球追踪已被用来作为一种工具来调查的注意力在这种情况下分配时，消费者如何做决定特别感兴趣。冲突的决策情况也是人机交互研究特别有趣，因为设计人员可以使用有关的信息获取行为来构建辅助系统，它可以帮助用户解决权衡冲突知识。在本文中，我们构建和测试，使用移动眼动跟踪在虚拟现实监视用户的信息获取处理这样的辅助系统。特别是，我们测试是否以及如何强烈的权衡冲突影响消费者如何引导他们关注的产品和功能。我们发现，权衡冲突，任务经验和任务参与显著影响注意力的产品收到多少。我们讨论如何这些知识可能会在未来的细心智能眼镜的形式被用来建立辅助系统。

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