# Visual Selective Attention Analysis for Elderly Friendly Fresh E-Commerce Product Interfaces
## 3 Materials and Methods
### User Research  
Elderly users of fresh e-commerce platforms mostly grew up in the 1950s and 1960s, possessing a rich knowledge background and experience with internet products [30]. Currently, they primarily reside in first-tier and new first-tier cities, are between 60 and 70 years old, have the ability to live independently, and have the material means to do so. They are willing to use internet products to meet various needs [31]. By studying the visual physiological characteristics, visual cognitive characteristics, and active and passive interaction behaviors of elderly users, their visual selective attention mechanisms when using fresh e-commerce products can be summarized. This provides a foundation for the subsequent extraction of visual selective attention elements and the construction of an age-friendly design model for fresh e-commerce. As people age, their visual senses experience three main issues. First, they may encounter challenges in seeing objects clearly, requiring them to hold their phones farther away and enlarge the text for a clear view. Second, elderly individuals' ability to distinguish colors diminishes, leading them to prefer warm tones and have a reduced ability to differentiate between similar colors. Lastly, their field of vision narrows, making it difficult to fully perceive their surroundings and accurately judge distance and depth. Research indicates that the visual attention abilities of elderly individuals decline in three areas: the ability to distribute attention decreases, although they maintain a high level of attention to single pieces of information; the flexibility in shifting attention is reduced, making it easy for them to become confused among multiple pieces of information; and the efficiency of selective attention decreases. Compared to younger individuals, elderly people perform worse in locating target information and filtering out distracting stimuli [32]. In visual selective attention, elderly individuals exhibit two behavioral modes: passive selection behavior and active selection behavior. Passive selection behavior includes involuntary gaze shifts and habitual implicit expressions [33]. Involuntary gaze shifts refer to the elderly's eyes moving unintentionally toward randomly appearing visual stimuli without specific constraints [34]. Habitual implicit expression is characterized by the elderly repeatedly choosing a particular target, even if better options are available, maintaining this habit [35]. Active selection is purposefully choosing specific interface information based on conditions such as context, knowledge, goals, and experience [36]. The absence of these constraints may lead the elderly to exhibit passive attention behavior or even cease selecting information altogether. Active selection behavior includes context matching behavior, knowledge activation behavior, goal search behavior, and expectation description behavior. Context-matching behavior is a bottom-up cognitive process that helps elderly  
Figure 2: Test sample combination. users accurately acquire information and achieve task goals by activating their memory or cognition [37]. Knowledge activation behavior involves selecting interactive information based on personal knowledge background and life experience [38]. Goal search behavior helps elderly users efficiently retrieve information relevant to their task goals [39]. Lastly, expectation description behavior refers to elderly users selecting information according to predefined criteria, such as visual style or product functionality requirements [40]. These behaviors reflect the elderly's sensitivity and reliance on context, knowledge, goals, and expectations in visual selective attention. From the analysis of elderly users' visual physiological characteristics, visual attention characteristics, and factors influencing active and passive visual attention behaviors, five dimensions of cognitive mechanisms were identified: visual sensitivity, personal habits, personal memory, knowledge and experience, and emotional needs.