Journal of Agricultural Big Data >
Food Consumption Behavior Analysis Dataset Based on Eye Tracking: A Case Study on the Functional Foods
Received date: 2023-08-29
Accepted date: 2023-09-29
Online published: 2024-01-05
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 . DOI: 10.19788/j.issn.2096-6369.230413
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