Low-level factors increase gaze-guidance under cognitive load: A comparison of image-salience and semantic-salience models

The Influence of the Information Richness of Interfaces on Consumers' Purchase Intention: The Sequential Mediating Effects of Cognitive Load, Mental Imagery, and Flow Experience

E-commerce live streaming attracts consumers by displaying product information and anchor introductions. However, the complexity and variety of interface information pose challenges in design, and research on live-streaming interface design remains limited. This study examines how patch design affects the customer experience in live-streaming rooms, considering different product types and virtual backgrounds. Based on the flow theory and the Stimulus-Organism-Response model, we conducted experiments simulating live-streaming scenarios and collected behavioral and eye-tracking data. Our results confirmed that cognitive load negatively mediates, while mental imagery and flow experience positively mediate, the relationship between patch design and consumer behavior. Additionally, the interaction between product type and virtual background proximity was revealed, with product type moderating the effect of cognitive load on purchase behavior. This study contributes to understanding the impact of live-streaming interface design on consumer experience and purchase behavior, providing design guidelines for online retailers and managerial insights for retail platforms.

Quantifying task-related gaze

Competing theories attempt to explain what guides eye movements when exploring natural scenes: bottom-up image salience and top-down semantic salience. In one study, we apply language-based analyses to quantify the well-known observation that task influences gaze in natural scenes. Subjects viewed ten scenes as if they were performing one of two tasks. We found that the semantic similarity between the task and the labels of objects in the scenes captured the task-dependence of gaze (t(39) = 13.083; p < 0.001). In another study, we examined whether image salience or semantic salience better predicts gaze during a search task, and if viewing strategies are affected by searching for targets of high or low semantic relevance to the scene. Subjects searched 100 scenes for a high- or low-relevance object. We found that image salience becomes a worse predictor of gaze across successive fixations, while semantic salience remains a consistent predictor (X2(1, N=40) = 75.148, p < .001). Furthermore, we found that semantic salience decreased as object relevance decreased (t(39) = 2.304; p = .027). These results suggest that semantic salience is a useful predictor of gaze during task-related scene viewing, and that even in target-absent trials, gaze is modulated by the relevance of a search target to the scene in which it might be located.

Visual search patterns during exploration of naturalistic scenes are driven by saliency cues in individuals with cerebral visual impairment

We investigated the relative influence of image salience and image semantics during the visual search of naturalistic scenes, comparing performance in individuals with cerebral visual impairment (CVI) and controls with neurotypical development. Participants searched for a prompted target presented as either an image or text cue. Success rate and reaction time were collected, and gaze behavior was recorded with an eye tracker. A receiver operating characteristic (ROC) analysis compared the distribution of individual gaze landings based on predictions of image salience (using Graph-Based Visual Saliency) and image semantics (using Global Vectors for Word Representations combined with Linguistic Analysis of Semantic Salience) models. CVI participants were less likely and were slower in finding the target. Their visual search behavior was also associated with a larger visual search area and greater number of fixations. ROC scores were also lower in CVI compared to controls for both model predictions. Furthermore, search strategies in the CVI group were not affected by cue type, although search times and accuracy showed a significant correlation with verbal IQ scores for text-cued searches. These results suggest that visual search patterns in CVI are driven mainly by image salience and provide further characterization of higher-order processing deficits observed in this population.