根据Norman提出的情感三层次模型,通过生理测量、眼部追踪及主观问卷调查的方法,测量了用户在浏览电子商务网站时的生理反应、眼动行为以及主观情感体验,分析了不同网站三层次情感数据的差异及相互关系,进一步探讨了情感体验对用户行为意图的影响。结果表明:浏览不同电子商务网站时的初始情感体验差异主要体现在眼动行为及主观情感体验的差异;情感体验的三层次之间相互影响、相互作用;情感体验会在一定程度上影响用户的行为意图。 According to the three-level model of emotion proposed by Norman, physiological responses, eye movements and subjective feelings of users are measured through physiological measurements, eye tracking and subjective questionnaire surveys. Thirdly, Emotional data differences and their relationship to further explore the emotional experience of the user’s intention to influence. The results show that the differences of initial emotion experience when browsing different e-commerce websites are mainly reflected in the difference of eye movement behavior and subjective emotion experience; the three levels of emotion experience interact and interact with each other; the emotion experience will affect the users’ Behavioral intentions.