area of interest (AOI) which got the attention of subjects and analysed the data in the AOI. According to the heat map, researchers divided the. In the experiment, 20 subjects must follow the instruction to complete two specific tasks, and the eye tracker recorded their eyes' movement data automatically. This study aims to analyse the behaviour of consumers when they buy books online, and analyse the law of their scanning of the products and their focus when they check the information.
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