It is becoming increasingly easier for researchers and practitioners to collect eye-tracking data during online preference measurement tasks. The authors develop a dynamic discrete choice model of information search and choice under bounded rationality, which they calibrate using a combination of eye-tracking and choice data. Their model extends Gabaix et al.'s (2006) directed cognition model by capturing fatigue, proximity effects, and imperfect memory encoding and by estimating individual-level parameters and partworths within a likelihood-based hierarchical Bayesian framework. The authors show that modeling eye movements as the outcome of forward-looking utility maximization improves out-of-sample predictions, enables researchers and practitioners to use shorter questionnaires, and allows better discrimination between attributes.

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Studying the influencing factors of consumer shopping behavior during the online shopping festival is of great significance to the development of the shopping platform and the marketing strategy of the merchant. Based on shopping motivation theory, social influence theory and herd theory, this paper divides the influencing factors of consumer shopping behavior during online shopping festival into utilitarian shopping motivation, hedonic shopping motivation, social influence and herding four dimensions, and builds online shopping. A research model is built on the influencing factors of consumer shopping behavior during the festival. Data were collected through questionnaires, and statistical analysis and hypothesis testing were performed using SPSS and Smart PLS. The study found that utilitarian shopping motives, hedonic shopping motives, social influences and herdism significantly affected consumers' shopping behavior during the shopping festival, and social influences have a significant effect on the public. Model Construction and Research AssumptionsBased on shopping motivation theory, social influence theory and herd theory, this paper constructs a research model of factors affecting consumer shopping behavior during online shopping

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