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研究生： 洪琇琪
Hung, Xiu-Qi
論文名稱： 以眼動儀探討知覺流暢性與概念流暢性於東西方消費者之視覺認知差異研究——以電商平台之商品圖片視覺展示為例
Applying Eye-Tracking to Explore the Cross-Cultural Differences in Visual Perception of Perceptual Fluency and Conceptual Fluency on Online Visual Merchandising Design between Eastern and Western Consumers
指導教授： 丘增平
Chiu, Tseng-Ping
學位類別： 碩士
Master
系所名稱： 規劃與設計學院 - 工業設計學系
Department of Industrial Design
論文出版年： 2025
畢業學年度： 113
語文別： 英文
論文頁數： 312
中文關鍵詞： 線上商品視覺展示 、流暢性 、眼動儀 、再認記憶 、文化視覺認知差異
外文關鍵詞： online visual merchandising, fluency, eye-tracking, recognition memory, cultural cognition in visual perception
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    • 本研究探討線上商店「商品圖片展示」之知覺流暢性與概念流暢性，並應用人類記憶模型，了解對於東西方消費者視覺認知與記憶之影響。透過三階段實驗以驗證：在「感官記憶」階段，何種視覺呈現能最有效地吸引觀者的注意力？在「短期記憶」階段，知覺流暢性與概念流暢性又如何降低認知負荷，使資訊更容易被理解並編碼？而在「長期記憶」階段中，流暢性如何協助觀者強化印象並記住產品？此外，東西方消費者的「文化背景」差異如何改變其認知行為。透過探討語境資訊設計的知覺與概念流暢性，建構線上之商品圖片展示設計策略。
    知覺流暢性(Perceptual Fluency)是識別刺激物物理特性的速度與準確性，當圖片越複雜，知覺流暢性就越低。概念流暢性(Conceptual Fluency)則為觀者識別刺激物涵義的難易程度，通常與觀者的既有知識、經驗相關，符合觀者過往經驗的資訊具備較高的概念流暢性，能更輕鬆被理解。
    本研究將商品圖片展示區分為主體之「產品」與輔助產品說明之「語境資訊(Contextual Information)」。於實驗一之次級資料分析中，發現東方線上商店中傾向於應用「有語境資訊」之商品圖片展示設計，提供消費者較詳細的產品訊息；而西方則偏好空白背景的高知覺流暢性展示，能快速聚焦於產品主體。於感官記憶方面，透過眼動儀實驗發現，有語境資訊的展示方式雖然知覺流暢性較低，但卻在展示多張產品圖片時，更容易吸引東方消費者的興趣與注意力。
    實驗二針對流暢性與東西方消費者之短期記憶階段。透過圖文語意配對實驗發現，圖像模糊且文字語意與產品不相符時，會導致作答時間延長與準確性下降，表示在極度不流暢的情境中，會降低觀者的認知能力，尤其西方人更容易受到不流暢的資訊干擾。此外，在圖文資訊同時不流暢時，觀者會更聚焦於觀看產品而放棄對文字的理解，支持過往之圖像優勢效應理論(Picture Superiority Effect)。
    在長期記憶階段，實驗三發現空白背景能降低雜訊干擾而促進產品的再認記憶表現，而對樣本的情緒感受越正向，也越容易記住產品。語境背景雖降低知覺流暢性，卻能提升概念流暢性，當文字與背景同時傳達一致的資訊時，能協助消費者強化對產品的既有印象而記住產品。此外，在文字與背景同時語意不相符的極度不流暢情境中，觀者也會透過自身經驗進行解讀，並在能夠整合所有資訊時，將模糊的熟悉感(Familiarity)深化為具體回憶(Recollection)。
    對語境資訊的注意力也影響了對產品的記憶。當觀者對文字的理解程度越高，不僅能提升再認記憶的準確性，同時也能降低假警報的發生，使其對目標產品的辨識更加敏銳，顯示文字資訊的有效吸收能夠強化記憶的儲存，提取為可清晰回憶的內容。相較之下，背景則常成為干擾記憶的雜訊，當觀者投入過多注意力於背景並試圖深入理解時，反而降低了對產品的記憶效果，並且透過PrEmo情緒量表發現，隨著對背景的理解程度增加，正向感受也逐漸下降。
    文化差異也影響了東西方消費者的視覺瀏覽策略。整體而言，圖像是商品展示頁中最吸引消費者視覺注意力的區域。然而，東方消費者具整體性思維(Holistically)，在注意圖像的同時也重視文字中的資訊，瀏覽時傾向先看文字再看圖像；西方消費者則具分析性思維(Analytically)，專注於產品主體，圖像優勢效應更顯著，文字依賴度較低。
    根據實驗之結果，本研究提出在線上商店中，不同使用者旅程階段之商品圖片展示設計策略。在商品列表頁中，可以加入語境背景以創造知覺不流暢，吸引觀者注意力；在商品展示頁中，則採用高知覺流暢性的簡潔背景，提升消費者於商店中之美感與正向感受；在單一圖片呈現的商品展示中，則善用概念不流暢的展示手法，透過概念不流暢但具可理解性的語境資訊，並依目標族群文化背景調整語境資訊的呈現方式，以喚起消費者想像並「說故事」，最終強化觀者對產品的記憶。
    本研究證明，商品圖片展示的流暢性並非越高越好，而需依情境與文化背景進行調整，以協助產品吸引消費者注意力，並創造正向情緒與記憶，提升消費者對產品的印象與網站黏著性。

    This study examines the roles of perceptual fluency and conceptual fluency in the pictorial presentation of products in online stores, drawing upon human memory models to analyze their effects on visual cognition and memory among Eastern and Western consumers. A three-stage experimental design was employed to investigate: (1) in the sensory memory stage, which visual formats most effectively capture attention; (2) in the short-term memory stage, how perceptual and conceptual fluency reduce cognitive load and facilitate information encoding; and (3) in the long-term memory stage, how fluency strengthens impressions and enhances product recall. Cultural differences were also considered to understand variations in consumer cognitive behavior.
    Perceptual fluency refers to the speed and accuracy of recognizing the physical attributes of stimuli, which decreases with increasing visual complexity. Conceptual fluency denotes the ease of recognizing semantic meaning, often shaped by prior knowledge and experience. The study distinguishes between product-focused images and contextual information that supplements product description. In study 1, secondary data analysis revealed that Eastern online stores tend to employ contextualized product images, whereas Western stores favor blank backgrounds with high perceptual fluency. Eye-tracking experiments further demonstrated that contextual information, despite lowering perceptual fluency, more effectively attracted Eastern consumers’ attention when multiple product images were presented.
    Study 2 showed that mismatched text paired with blurred images reduced accuracy and increased response time, indicating that extremely low fluency impairs cognition, particularly among Western consumers. When both image and text were disfluent, participants prioritized product images over textual comprehension, consistent with the Picture Superiority Effect.
    In the long-term memory stage, Study 3 revealed that blank backgrounds facilitated recognition by reducing noise, while contextual information enhanced conceptual fluency and reinforced product impressions when semantically congruent. In disfluent conditions, consumers relied on prior experience to interpret stimuli, transforming vague familiarity into concrete recollection.
    Cultural differences in browsing strategies were evident: Eastern consumers, characterized by holistic thinking, attended to both text and images, often prioritizing textual information; Western consumers, with analytic thinking, focused primarily on product images, showing stronger image-first effects. Based on these findings, the study proposes differentiated design strategies for online product image presentation across user journey stages: contextual backgrounds in product list page to attract attention, simplified backgrounds in product information page to enhance aesthetics and positive affect, and conceptually disfluent yet interpretable contextual information in single-image displays to stimulate imagination and storytelling.
    The study demonstrates that fluency in product pictorial presentation is not inherently optimal when maximized. Instead, fluency must be strategically adapted to context and cultural background to capture consumer attention, evoke positive emotions, and strengthen memory, thereby enhancing product impressions and consumer engagement with online stores.

    摘要 i SUMMARY iii ACKNOWLEDGEMENTS v TABLE OF CONTENTS vi LIST OF TABLES xii LIST OF FIGURES xiii CHAPTER 1 INTRODUCTION 1 1.1 Research Background and Motivation 1 1.2 Research Stages and Objectives 4 1.3 Research Framework 7 1.4 Study limitations 9 1.5 Expected Research Results 11 1.6 Expected Contribution of Research 12 1.7 Terminology and Definitions 14 CHAPTER 2 LITERATURE REVIEW 16 2.1 Online Visual Merchandising and Consumer Journey 16 2.1.1 E-Commerce Market Trends 16 2.1.2 Definition of Online Visual Merchandising 17 2.1.3 Online Visual Marketing Dimensions 19 2.1.4 Pictorial Presentation 22 2.1.5 Summary of OVM and Consumer Journey 24 2.2 Perceptual Fluency and Conceptual Fluency 24 2.2.1 Visual Cognition and Bias 24 2.2.2 Fluency 26 2.2.3 Perceptual Fluency 27 2.2.4 Conceptual Fluency 28 2.2.5 Background and Fluency 29 2.2.6 Product Information and Fluency 32 2.2.7 Fluency and Emotion 34 2.2.8 Summary of Perceptual Fluency and Conceptual Fluency 36 2.3 Human Memory and Fluency 37 2.3.1 Human Memory System 38 2.3.2 Recognition Memory 40 2.3.3 Summary of Human Memory and Fluency 46 2.4 Cross-Cultural Differences and Consumer Emotions 47 2.4.1 Cross-Cultural and Cultural Differences 48 2.4.2 The Influence of Culture on Visual Cognition 48 2.4.3 The Influence of Culture on Consumer Shopping Attitudes 49 2.4.4 Consumer Emotions and Evaluation Methods 52 2.5 Summary of Cross-Cultural Differences and Consumer Emotions 53 2.6 Visual Attention and Eye Tracking 54 2.6.1 Applications of Visual Cognition Theory and Fluency Research 54 2.6.2 Introduction to Eye-Tracking Devices 55 2.6.3 Eye-Tracking Data and Analytical Indicators 57 2.7 Summary of Visual Attention and Eye Tracking 62 2.8 Summary of Literature Review 63 CHAPTER 3 RESEARCH METHODOLOGY 72 3.1 Research Framework 72 3.2 Research Hypotheses 75 3.3 Experiment 1.1 Contextual Information in Eastern and Western Pictorial Presentations 78 3.3.1 Phase 1.1-1 Secondary Data Collection from Online Platforms 80 3.3.2 Phase 1.1-2 Analysis of Image Composition 82 3.3.3 Phase 1.1-3 Focus Group on Contextual Information 83 3.4 Experiment 1.2 Contextual Information and Visual Cognition 86 3.4.1 Phase 1.2-1 Contextual and Non-Contextual Sample Design 87 3.4.2 Phase 1.2-2 Eye-Tracking Study on Contextual Information 88 3.5 Experiment 2.1 Fluency and Visual Cognition of Eastern and Western Consumers 89 3.5.1 Research Method 90 3.5.2 Participants 91 3.5.3 Sample Design 91 3.5.4 Experimental Procedure 96 3.6 Experiment 3.1 Contextual Information Fluency and Product Memory and Emotion 97 3.6.1 Research Method 98 3.6.2 Phase 3.1-1 Target and Distractor Sample Selection and Pairing 101 3.6.3 Phase 3.1-2 Selection of Vocabulary for Conceptual Fluency 104 3.6.4 Phase 3.1-3 Selection of Background for Conceptual Fluency 107 3.6.5 Phase 3.1-4 Sample Design for Contextual Information Fluency 108 3.6.6 Phase 3.1-5 Online Questionnaire for Fluency and Product Memory 109 3.7 Experiment 3.2 Contextual Information Fluency and Cross-Cultural Visual Cognition 115 3.7.1 Research Method 116 3.7.2 Phase 3.2-1 Eye-Tracking Sample Design in Chinese and English 118 3.7.3 Phase 3.2-2 Eye-Tracking Experiment and Interviews 119 CHAPTER 4 RESULTS AND DISCUSSION 121 4.1 Experiment 1.1 Contextual Information in Eastern and Western Pictorial Presentations 121 4.1.1 Composition of Eastern and Western Product Images 122 4.1.2 Focus Group on Image Display Fluency 128 4.1.3 Discussion of Experiment 1.1 Results 131 4.2 Experiment 1.2 Contextual Information and Visual Cognition 133 4.2.1 Participants 133 4.2.2 Eye-Tracking Analysis 134 4.2.3 Complexity and Fluency Questionnaire 140 4.2.4 Participant Interviews 141 4.2.5 Discussion of Experiment 1.2 Results 142 4.3 Experiment 2.1 Fluency and Visual Cognition of Eastern and Western Consumers 144 4.3.1 Participants 145 4.3.2 Manipulation Check 145 4.3.3 Fluency and Response Accuracy 145 4.3.4 Fluency and Response Time 148 4.3.5 Fluency and Attention 149 4.3.6 Attention in Eastern and Western Consumers 153 4.3.7 Fluency and Imagination 153 4.3.8 Discussion of Experiment 2.1 Results 155 4.4 Experiment 3.1 Contextual Information Fluency, Product Memory, and Emotion 157 4.4.1 Participants of Experiment 3.1 Online Questionnaire 159 4.4.2 Manipulation Check 160 4.4.3 Fluency and PrEmo Emotions 164 4.4.4 Fluency and Confusion 167 4.4.5 Fluency and Recognition Memory 172 4.4.6 Subjective Aesthetic and Attention Evaluation 196 4.4.7 Discussion of Experiment 3.1 Results 197 4.5 Experiment 3.2 Contextual Information Fluency and Cross-Cultural Visual Cognition 201 4.5.1 Participants 202 4.5.2 Eye-Tracking Evaluation Metrics 203 4.5.3 Fluency and Visual Attention Distribution 205 4.5.4 Fluency and Effective Focus 207 4.5.5 Eastern and Western Differences in Attention 209 4.5.6 Attention and Emotion 210 4.5.7 Attention and Product Memory 211 4.5.8 Attention on Product Information Pages 216 4.5.9 Post-Experiment Interviews 224 4.5.10 Discussion of Experiment 3.2 Results 231 CHAPTER 5 CONCLUSION 236 5.1 Construction of Fluency and Visual Cognition in Eastern and Western Pictorial Presentations 236 5.2 Construction of Fluency and Cross-Cultural Visual Cognition Theories 239 5.3 Construction of Product Attention and Memory in Eastern and Western Pictorial Presentation Fluency 241 5.4 Fluency in Pictorial Presentation and the User Journey in Online Stores 248 REFERENCES 252 APPENDIX 266 Appendix A Sample of Experiment 1.1 266 Appendix B Sample of Experiment 2.1 276 Appendix C Sample of Experiment 3.1 and Experiment 3.2 284

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