文献类型：期刊文献

英文题名：Aesthetic evaluation method for interactive interface layouts on the basis of visual cognitive multi-attribute fusion decision making

作者：Yang, Chaoxiang[1];Yuan, Bingkun[1,2];Wu, Kai[1];Ye, Junnan[1]

机构：[1]East China Univ Sci & Technol, Sch Art Design & Media, Shanghai 200237, Peoples R China;[2]Northwestern Polytech Univ, Key Lab Ind Design & Ergon, Minist Ind & Informat Technol, Xian 710072, Shaanxi, Peoples R China

年份：2025

卷号：105

外文期刊名：INTERNATIONAL JOURNAL OF INDUSTRIAL ERGONOMICS

收录：;EI(收录号：20245217568434);WOS:【SSCI(收录号:WOS:001392894600001)，SCI-EXPANDED(收录号:WOS:001392894600001)】；

语种：英文

外文关键词：Interactive interface layout; Aesthetic evaluation; Eye-tracking technology; User visual cognition; Fresh e -commerce products

摘要：The emergence of a new model for online shopping for fresh e-commerce products has been spurred by the COVID-19 pandemic and the development of internet technology. The design of the interactive interface, which is the bridge that connects merchants and users, directly impacts consumers' willingness to make purchases. Therefore, designing an aesthetically pleasing interface that attracts customers and improves users' cognitive efficiency is a core issue in design for fresh e-commerce. In this paper, a method based on user visual cognition and eye-tracking technology is proposed, and the entropy weight-TOPSIS method is applied to evaluate the aesthetics of interfaces. First, sequence, simplicity, density, and dominance are selected as the aesthetic evaluation indices in accordance with the characteristics of users' visual cognition, and an aesthetic calculation formula is established. Second, a comprehensive evaluation index system for interface layout aesthetics is constructed on the basis of the mapping relationship between the aesthetic measurement indices and eye- movement indices. Finally, the entropy weight method is used to objectively weigh the eye-movement data, and then the transformed aesthetic measurement values are subjected to the TOPSIS method of multi-attribute decision-making. This study verified the effectiveness and practicality of the proposed method by taking three typical fresh e-commerce interfaces as examples. The established interface layout aesthetics and eye-movement correlation evaluation index system can address the problem of the lack of quantitative research on users' cognitive features.