本文選題：社會性注意　切入點(diǎn)：注視線索　出處：《天津師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：在日常生活中,人們會有意或無意地把自己的注意力轉(zhuǎn)向別人正在關(guān)注的事物,這引起了人們對社會性注意的研究。目前,關(guān)于社會性注意的研究已是心理學(xué)研究中的一個熱點(diǎn),其中涉及到的引發(fā)社會性注意轉(zhuǎn)移的視覺線索主要有社會性線索和符號性線索兩種,而眼睛注視作為一種重要的社會性注意線索,在人類的社會交往中,甚至是生存發(fā)展中扮演著重要的作用,它可以幫助人們有效地預(yù)測別人的注視方向,人們甚至可以根據(jù)他人眼睛的注視方向,獲悉其注意焦點(diǎn)、行為意圖、目的愿望或者是知識和信念等信息。已有研究表明,視覺信息在人們的消費(fèi)決策中起著重要作用,但是關(guān)于注視線索對消費(fèi)者購買傾向影響的機(jī)制還不清楚。本研究采用眼動研究和行為研究,探究了眼睛注視的線索效應(yīng)對購買傾向的引導(dǎo)作用。實(shí)驗(yàn)—利用眼動儀來探究人們在注視追隨過程中對探測刺激的關(guān)注情況。以20名(男女各10名)大學(xué)生為被試,采用非接觸式眼動儀,探討了被試在注視線索的引導(dǎo)下對探測刺激的關(guān)注情況。結(jié)果表明,在線索-目標(biāo)一致情況下被試對探測刺激的注視時間和注視次數(shù)和線索-目標(biāo)不一致情況下相比差異顯著,說明被試在線索-目標(biāo)一致情況下,被試對于探測刺激的關(guān)注程度更高。實(shí)驗(yàn)二在實(shí)驗(yàn)一的基礎(chǔ)上,進(jìn)一步探究被試對探測刺激的關(guān)注程度是否能引起被試的購買傾向,從而找到注視線索與消費(fèi)者購買傾向的關(guān)聯(lián)。以30名(男女各15名)大學(xué)生為被試,采用E-prime編程的行為實(shí)驗(yàn)。結(jié)果表明,在線索-目標(biāo)一致情況下,被試對探測刺激的購買傾向顯著高于線索-目標(biāo)不一致情況。從而證實(shí)注視線索對消費(fèi)者購買傾向具有一定的引導(dǎo)作用。綜合實(shí)驗(yàn)一和實(shí)驗(yàn)二,注視線索不僅能夠引起顯著的注視線索提示效應(yīng),而且對被試的購買傾向具有一定的引導(dǎo)作用。
[Abstract]:In daily life, people turn their attention intentionally or unintentionally to what others are paying attention to, which leads to the study of social attention. The study of social attention has become a hot topic in psychological research. The visual cues involved in the transfer of social attention are mainly social cues and symbolic cues. Eye gaze, as an important clue of social attention, plays an important role in human social interaction and even survival and development. It can help people effectively predict the direction of other people's gaze. People can even be informed of the focus of attention, behavioral intent, purpose desire or knowledge and belief based on the gaze direction of the eyes of others. It has been shown that visual information plays an important role in people's consumption decisions. However, the mechanism of the effect of fixation cues on consumers' purchase tendency is not clear. Eye movement research and behavioral research are used in this study. This paper explores the guiding effect of eye gaze on purchasing tendency. Experiment-using eye movement instrument to explore the attention of people to probe stimuli in the process of gaze following. 20 college students (10 male and 10 male) were selected as subjects. Using a non-contact eye movement instrument, the participants' attention to the detection of stimulus under the guidance of gaze cues was discussed. The results showed that, There were significant differences in the fixation time, fixation times and cue-target inconsistency between the subjects in the case of consistent cue-target, which indicated that the subjects were in the same situation of cue-target. On the basis of experiment 1, we further explored whether the attention of the subjects to the probe stimulation could lead to the purchasing tendency of the subjects. The results showed that 30 college students (15 male and 15 male) were tested by E-prime programming. The results showed that when the cue-goal was the same, The purchasing tendency of the subjects to the probe stimulus was significantly higher than that of the cue-target inconsistency. Thus, it was proved that the gaze cues had a certain guiding effect on the consumers' purchase tendency. Fixation cues can not only cause obvious cues effect, but also guide the purchasing tendency of subjects.
【學(xué)位授予單位】：天津師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：B842

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