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

Abstract

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

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.

Figures/Tables 5

Table 1

Fig. 1

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Table 2

Table 3

References 13

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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

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

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