高义锡,杨力铭,金希彬,金在能.利用视线追踪技术分析饮料包装销售[J].包装工程,2017,38(7):120-124.
KO Eui-suk,YANG Li-ming,KIM Hee-bin,KIM Jai-neung.Analysis on the Beverage Packaging Marketing with Eye Tracking Technology[J].Packaging Engineering,2017,38(7):120-124. |
| 利用视线追踪技术分析饮料包装销售 |
| Analysis on the Beverage Packaging Marketing with Eye Tracking Technology |
| 投稿时间：2016-08-02 修订日期：2017-04-10 |
| DOI： |
| 中文关键词: 饮料包装 市场营销 瞳孔大小 视线追踪 |
| 英文关键词: beverage packaging marketing pupil size eye tracking |
| 基金项目: |
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| 摘要点击次数: |
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| 中文摘要: |
| 目的 研究消费者购买某一款饮料产品所做购买决策时瞳孔变化的过程。方法 分析测试过程中注视频度的有效比例数据和注视频度中瞳孔放大的上位2∑的相关数据。结果 被测试者对于饮料包装上的字样和logo有较高的关注度。根据注视频度中与之相关的有效比例数据和瞳孔扩张的上位2∑数据，表明两者之间有较高的关联度且在统计学上有显著的意义。通过测试的数据分析得出被测试者对4种样品饮料包装有较高的好感度，并证实了神经营销学适用于包装商品的销售研究和分析。结论 该研究方法不仅适用于饮料包装，还适用于其他各种各样的包装商品。 |
| 英文摘要: |
| The work aims to study the process of pupil change when the consumer decides to buy some beverage. The effective proportional data of gaze frequency during the test and the relevant data of intuitionistic 2∑ of pupil dilation in the gaze frequency were analyzed. The tested subject paid more attention to the words and logo on the beverage packaging. According to the effective proportional data related to the gaze frequency and the intuitionistic 2∑ data of pupil dilation, it indicated that gaze frequency and pupil dilation had higher correlation and such correlation was statistically of remarkable significance. Through the analysis on the test data, the tested subject showed higher favorability in 4 beverage samples and it was proved that the neuromarketing was applicable to the marketing research and analysis on the packaged goods. The proposed research method is applicable to not only the beverage packaging, but also all other sorts of packaged goods. |
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