نوع مقاله : پژوهشی اصیل
نویسندگان
1 دانشجوی دکتری، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه شهید چمران اهواز، اهواز، ایران.
2 دانشیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه شهید چمران اهواز، اهواز، ایران.
3 استادیار، گروه مدیریت ورزشی، دانشکده علوم ورزشی، دانشگاه شهید چمران اهواز، اهواز، ایران.
چکیده
هدف: امروزه، رفتار مصرف‌کننده از روش‌های سنتی به روش‌های آنلاین تغییر کرده است. با این حال، عواملی که ممکن است توجه دیداری مصرف‌کننده را در یک محیط آنلاین جلب کند، کمتر مورد مطالعه قرار گرفته است. بنابراین پژوهش حاضر با هدف بررسی تأثیر جهت‌گیری عمودی تصاویر پوشاک ورزشی بر جلب توجه دیداری مشتریان با استفاده از رویکرد ردیابی چشم انجام شد.
روش: این پژوهش به روش نیمه تجربی طراحی شد. داده‌های بینایی 32 شرکتکننده در خرید پوشاک ورزشی برند مجید با دو عامل مهم تعداد تثبیت (FC) و مدت زمان تثبیت کل (TFD) استخراج شد. برای ثبت و تحلیل داده‌های تحقیق از نرم افزار Pupil Capture و Pupil Player استفاده شد. در مرحله بعد، داده‌های استخراج شده با استفاده از آزمون آنالیز واریانس با اندازه‌گیری مکرر مورد تجزیه و تحلیل قرار گرفت.
یافته‌ها: نتایج نشان داد که جهت‌گیری عمودی تصاویر پوشاک ورزشی بر توجه دیداری مشتریان تأثیر دارد. در بیشتر موارد، تصاویر بدون مدل انسانی و در موقعیتهای بالاتر توجه دیداری بیشتری نسبت به موقعیتهای پایینتر به خود جلب میکردند. نتایج، پیامدهای عملی برای طراحان وبسایتها، فروشندگان آنلاین و بازاریابان ورزشی در رابطه با چیدمان مناسب محصولات در طراحی وبسایت دارد.
اصالت و ابتکار مقاله: این پژوهش برای اولین بار با استفاده از فناوری ردیاب بینایی به بررسی تأثیر جهت‌گیری عمودی تصاویر پوشاک ورزشی بر جلب توجه دیداری مشتریان در ایران میپردازد. این تحقیق می‌تواند کسب و کارهای پوشاک ورزشی را تشویق کند تا محرکهای دیداری طراحی وبسایت خود را با استفاده از مطالعات ردیابی چشم ارزیابی کنند. به این ترتیب، با جلب توجه مشتریان، آنها میتوانند طراحی وبسایت خود را توسعه و بهینه کنند.
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