2023年基于眼动追踪的食物消费行为分析数据集

本数据集利用眼动追踪技术开展选择实验收集了151名消费者选购功能性食品（以功能性纯牛奶为例）过程中的视觉注意力数据，涵盖注视时长、注视频次、首次注视时长、瞳孔直径等多维度指标以及最终的购买决策，共755条数据、151个眼动追踪轨迹视频，755张视觉热力图，所得结果均经过人工质量检验，数据处理按照规范化步骤完成。本数据集为广大学者从行为经济学视角分析功能性食品消费的影响因素提供了数据支持，并为利用眼动追踪技术开展功能性食品视觉营销提供了基础数据和实验范式。

This dataset collects visual attention data from 151 consumers during their purchase of functional foods (taking functional pure milk as an example) via choice experiments using eye-tracking technology. The collected data covers multi-dimensional metrics including fixation duration, fixation count, first fixation duration, pupil diameter, as well as the final purchase decisions. In total, this dataset contains 755 data entries, 151 eye-tracking trajectory videos, and 755 visual heatmaps. All obtained results have passed manual quality inspection, and data processing was conducted following standardized procedures. This dataset offers data support for scholars to analyze the influencing factors of functional food consumption from the perspective of behavioral economics, and provides foundational data and experimental paradigms for carrying out visual marketing research on functional foods using eye-tracking technology.

搜集汇总

背景与挑战

背景概述

该数据集发布于2023年，利用眼动追踪技术收集了151名消费者在选购功能性食品（以功能性纯牛奶为例）过程中的视觉注意力数据，涵盖注视时长、注视频次、瞳孔直径等多维度指标及购买决策，共755条数据、151个视频和755张热力图。数据集经过质量检验和规范化处理，旨在支持行为经济学分析功能性食品消费影响因素，并为视觉营销提供基础数据和实验范式，数据来源于西北农林科技大学经济管理学院。