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中文摘要：
以典型网站的商品展示页面为研究对象,借助眼动仪实验和问卷调查来揭示Web环境下消费者认知风格与商品信息关注程度之间的复杂关系,将消费者的浏览过程表达为具有不同认知风格的消费者（具有不同的经验水平）对页面（具有不同的页面风格）上不同功能区域的关注。据此提出两组基本假设,并通过对120份有效样本的分析,验证上述假设。研究表明,认知风格差异会影响消费者对商品信息的关注程度,而页面风格、网络熟悉程度和购物经验会影响认知风格的效应。
英文摘要：
This paper attempts to reveal the complicated relation between consumer＇s cognitive style and attention of product information for product display pages of typical websites with the eye tracking experiments and questionnaire survey on the web.It is expressed as attention of different function areas of consumers with different cognitive styles that consumers（different shopping experience and network familiarity） browser the product pages（different page style）.Then two hypotheses are put forward,through the analysis of 120 valid samples.The results demonstrate that the two assumptions are verified as true,and the consumer＇s cognitive style would affect attention of product and page style,familiarity with the network and shopping experience would affect the effect of cognitive style.
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