基于眼动追踪的食物消费行为分析数据集——以功能性食品为例

doi:10.19788/j.issn.2096-6369.230413

农业大数据学报 ›› 2023, Vol. 5 ›› Issue (4): 103-109.doi: 10.19788/j.issn.2096-6369.230413

• 农业农村社会经济数据：资源与方法 • 上一篇下一篇

基于眼动追踪的食物消费行为分析数据集——以功能性食品为例

甄世航^1,²(), 刘奇^1,², 罗蕊^1,², 田思宇^1,², 沈霜^1,², 任彦军^1,^2,^*()

1.西北农林科技大学经济管理学院，陕西杨凌 712100
2.西北农林科技大学中德农业与食物经济研究中心，陕西杨凌 712100

收稿日期:2023-08-29 接受日期:2023-09-29 出版日期:2023-12-26 发布日期:2024-01-05
通讯作者: 任彦军，E-mail：yanjun.ren@nwafu.edu.cn。
作者简介:甄世航，E-mail：shihangzhen2023@163.com。
基金资助:
陕西省科技厅秦创原引用高层次创新创业人才项目(QCYRCXM-2022-145)

Food Consumption Behavior Analysis Dataset Based on Eye Tracking: A Case Study on the Functional Foods

ZHEN ShiHang^1,²(), LIU Qi^1,², LUO Rui^1,², TIAN SiYu^1,², SHEN Shuang^1,², REN YanJun^1,^2,^*()

1. College of Economics and Management, Northwest A&F University, Yangling 712100, Shaanxi, China
2. Sino-German Center for Agricultural and Food Economics, Northwest A&F University, Yangling 712100, Shaanxi, China

Received:2023-08-29 Accepted:2023-09-29 Online:2023-12-26 Published:2024-01-05

摘要/Abstract

摘要：

随着眼动追踪技术深入发展，以及在行为经济领域的结合应用，目前在消费行为研究中结合眼动追踪技术进行探索分析已逐步成为主流。近年来，在食物消费行为领域结合眼动分析的研究迅速增长。其中功能性食品备受消费者关注，本数据集对消费者选购功能性食品过程中的眼动数据进行记录和保存，为研究消费者对功能性食品的消费偏好和购买行为提供数据支撑。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纯牛奶过程中视觉注意力数据，涵盖总注视时长、平均注视时长、首次注视时长、注视频次、瞳孔直径5个维度指标以及最终购买决策，共755条数据，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。

数据摘要：

项目	描述
数据库（集）名称	基于眼动追踪的功能性食品消费行为分析数据集
所属学科	食品营养与健康、农业经济管理
研究主题	消费者行为分析
数据采集时间	2023年
数据格式	.xlsx
数据库(集)组成	数据集包括消费者在功能性食品选购过程中选购结果以及所匹配的眼动追踪数据共755条，其中包括总注视时长、平均注视时长、首次注视时长、注视频次、瞳孔直径等
数据量	182 KB
主要数据指标	总注视时长、平均注视时长、首次注视时长、注视频次、瞳孔直径
数据可用性	CSTR：17058.11.A46AE3.20231028.16.cs.3748 DOI：10.12205/A46AE3.20231028.16.cs.3748
经费支持	陕西省科技厅秦创原引用高层次创新创业人才项目（QCYRCXM-2022-145）

关键词: 功能性食品, 消费行为, 视觉注意力, 眼动追踪, 数据集

Abstract:

With the rapid advancement of eye-tracking technology and its integration within the domain of behavioral economics, the utilization of eye-tracking technology in a field of consumer behavior research has gradually become ubiquitous. In recent years, there has been a rapid surge in research that combines eye-tracking analysis in the field of food consumption behavior. Of particular interest are functional foods, which have garnered considerable consumer interest. This dataset leverages eye-tracking technology to conduct selection experiments, capturing visual attention data from 151 consumers during the process of purchasing functional pure milk. It encompasses five dimensions of indicators: total fixation duration, average fixation duration, fixation frequency, first fixation duration, pupil diameter, and the final purchase decision. In total, the dataset comprises 755 data points. The results obtained have undergone meticulous manual quality-checks, and data processing has been accomplished according to standardized procedures. This dataset serves as valuable support for researchers aiming to analyze the factors influencing the consumption of functional food from the perspective of behavioral economics. The dataset also provides basic data and experimental paradigms for the application of eye-tracking technology in the realm of visual marketing of functional food.

Data summary:

Item	Description
Dataset name	Functional food consumption behavior analysis data set based on eye tracking
Specific subject area	Food nutrition and health, agricultural economic management
Research topic	Consumer behavior analysis
Time range	2023
Data types and technical formats	.xlsx
Dataset structure	The dataset includes a total of 755 records, consisting of the purchasing results of consumers in the process of selecting functional foods, as well as the corresponding eye-tracking data. Total fixation duration, average fixation duration, fixation frequency, first fixation duration, pupil diameter.
Volume of data	182 KB
Key index in dataset	Total fixation duration, average fixation duration, first fixation duration, fixation frequency, pupil diameter
Data accessibility	CSTR：17058.11.A46AE3.20231028.16.cs.3748 DOI：10.12205/A46AE3.20231028.16.cs.3748
Financial support	Qin Chuangyuan of Shaanxi Provincial Science and Technology Department cited high-level innovation and entrepreneurship talent projects (QCYRCXM -2022-145)

Key words: Functional food, Consumer behavior, Visual attention, Eye tracking, Dataset

甄世航, 刘奇, 罗蕊, 田思宇, 沈霜, 任彦军. 基于眼动追踪的食物消费行为分析数据集——以功能性食品为例[J]. 农业大数据学报, 2023, 5(4): 103-109.

ZHEN ShiHang, LIU Qi, LUO Rui, TIAN SiYu, SHEN Shuang, REN YanJun. Food Consumption Behavior Analysis Dataset Based on Eye Tracking: A Case Study on the Functional Foods[J]. Journal of Agricultural Big Data, 2023, 5(4): 103-109.

图/表 5

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参考文献 13

[1]	TEMPLE N J. A rational definition for functional foods: A perspective[J/OL]. Frontiers in Nutrition, 2022, 9[2023-10-10]. https://www.frontiersin.org/articles/10.3389/fnut.2022.957516.
[2]	AHMED M H, VASAS D, HASSAN A, et al. The impact of functional food in prevention of malnutrition[J/OL]. PharmaNutrition, 2022, 19: 100288. DOI:10.1016/j.phanu.2022.100288.
[3]	BASU R, PAUL J, SINGH K. Visual merchandising and store atmospherics: An integrated review and future research directions[J/OL]. Journal of Business Research, 2022, 151: 397-408. DOI:10. 1016/j.jbusres.2022.07.019.
[4]	OLIVEIRA D, MACHÍN L, DELIZA R, et al. Consumers’ attention to functional food labels: Insights from eye-tracking and change detection in a case study with probiotic milk[J/OL]. LWT - Food Science and Technology, 2016, 68: 160-167. DOI:10.1016/j.lwt.2015. 11.066.
[5]	GERE A, DANNER L, DE ANTONI N, et al. Visual attention accompanying food decision process: An alternative approach to choose the best models[J/OL]. Food Quality and Preference, 2016, 51: 1-7. DOI:10.1016/j.foodqual.2016.01.009.
[6]	SILLERO-REJON C, MAHMOUD O, TAMAYO R M, et al. Standardised packs and larger health warnings: visual attention and perceptions among Colombian smokers and non-smokers[J/OL]. Addiction, 2022, 117(6): 1737-1747. DOI:10.1111/add.15779.
[7]	ANNUNZIATA A, VECCHIO R. Functional foods development in the European market: A consumer perspective[J/OL]. Journal of Functional Foods, 2011(3): 223-228. DOI:10.1016/J.JFF. 2011.03.011.
[8]	BITZIOS M, FRASER I, HADDOCK-FRASER J. Functional ingredients and food choice: Results from a dual-mode study employing means-end-chain analysis and a choice experiment[J/OL]. Food Policy, 2011, 36: 715-725. DOI:10.1016/J.FOODPOL.2011. 06.004.
[9]	SIEGRIST M, STAMPFLI N, KASTENHOLZ H. Consumers’ willingness to buy functional foods. The influence of carrier, benefit and trust[J/OL]. Appetite, 2008, 51: 526-529. DOI:10.1016/ j.appet. 2008.04.003.
[10]	SCHNETTLER B, LOBOS G, MIRANDA-ZAPATA E, et al. Diet quality and satisfaction with life, family life, and food-related life across families: A cross-sectional pilot study with mother- father-adolescent triads[J/OL]. International Journal of Environmental Research and Public Health, 2017, 14(11): 1313. DOI:10.3390/ ijerph14111313.
[11]	VORAGE L, WISEMAN N, GRACA J, et al. The association of demographic characteristics and food choice motives with the consumption of functional foods in emerging adults[J/OL]. Nutrients, 2020, 12(9): 2582. DOI:10.3390/nu12092582.
[12]	BALLCO P, DE-MAGISTRIS T, CAPUTO V. Consumer preferences for nutritional claims: An exploration of attention and choice based on an eye-tracking choice experiment[J/OL]. Food Research International, 2019, 116: 37-48. DOI:10.1016/j.foodres.2018.12.031. pmid: 30716958
[13]	MALEK L, DUFFY G, FOWLER H, et al. Use and understanding of labelling information when preparing infant formula: Evidence from interviews and eye tracking[J/OL]. Food Policy, 2020, 93: 101892. DOI:10.1016/j.foodpol.2020.101892.

属性	释义	水平
原产地	该产品是国产还是进口	国产进口
有机标签	该产品是否标注中国有机产品标签	/
是否功能性纯牛奶	该纯牛奶是否为功能性纯牛奶	纯牛奶功能性纯牛奶
价格	获得相应产品所需支付金额	￥3.5 ￥6 ￥8.5 ￥11

变量	均值	标准差
总注视时长(ms)
纯牛奶	3876	2979
功能性纯牛奶	6131	4278
有机标签	3836	2787
国产	5657	3072
进口	3382	2328
注视频次
纯牛奶	15.12	9.898
功能性纯牛奶	25.60	16.03
有机标签	15.33	8.417
国产	22.78	10.80
进口	13.48	7.937
平均注视时长 (ms)
纯牛奶	218.4	154.1
功能性纯牛奶	222.1	124.6
有机标签	205.4	146.3
国产	226.9	138.4
进口	199.6	151.3
首次注视时长 (ms)
纯牛奶	203.6	190.4
功能性纯牛奶	208.6	158.2
有机标签	183.2	161.7
国产	204.1	153.8
进口	202.5	181.8
瞳孔直径 (mm)
纯牛奶	2.573	1.069
功能性纯牛奶	2.759	0.834
有机标签	2.601	1.008
国产	2.693	0.874
进口	2.356	1.243

属性	水平	频数	百分比（%）
原产地	国产	490	64.90
原产地	进口	265	35.10
有机标签	/	393	52.05
有机标签		362	47.95
是否功能性纯牛奶	纯牛奶	454	60.13
是否功能性纯牛奶	功能性纯牛奶	301	39.87
价格	￥3.5	350	46.36
	￥6	170	22.52
	￥8.5	122	16.16
	￥11	37	14.96

基于眼动追踪的食物消费行为分析数据集——以功能性食品为例

Food Consumption Behavior Analysis Dataset Based on Eye Tracking: A Case Study on the Functional Foods

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