Development of a Model to Measure Consumer Emotions Associated with Web Browsing
Liu Fan-tao · Industrial Engineering and Management · 2013
In this paper,experimental and survey research methods have been used to explore the emotion measurement methods based on eye tracking technology.At first,experimental websites and tasks are selected by the form of questionnaires and interviews with experts; Indeed,the emotional state of the subjects in the different websites and tasks is obtained with the PAD emotion scale of Chinese version.At the same time,the corresponding eye tracking data have been recorded;In the end,taking emotional categories as influencing factors,the single-factor analysis of variance of eye tracking data has been done,in order to select the eye tracking indicators which related to emotion and then using PLS to establish the model of eye tracking indicators and emotional values.The results showed that the emotional prediction model can play better prediction in the simple operational tasks with better adaptability.