# Visual Selective Attention Analysis for Elderly Friendly Fresh E-Commerce Product Interfaces
## 1 Introduction  
Under the \"home quarantine\" epidemic prevention policies in China, the fresh e-commerce market has rapidly grown, with the industry reaching a scale of CNY 4584.9 billion and showing an aging trend [1]. However, current fresh e-commerce products primarily target users aged 24 to 35 and above, highlighting significant deficiencies in age-friendly design [2]. As internet technologies continue to advance, complex interface functionalities increase the cognitive load for elderly users, and cumbersome designs make it difficult for them to have smooth shopping experiences, exacerbating their resistance to internet products [3]. To address these design challenges, understanding user sentiment has proven valuable in tailoring interfaces that meet specific user needs. [PERSON] et al. 's (2022) study applied advanced sentiment analysis to identify user preferences, offering insights that can support the development of personalized age-friendly e-commerce designs by highlighting features that resonate with elderly users [4]. While insights from sentimentanalysis lay the groundwork for tailoring e-commerce interfaces to user preferences, addressing broader accessibility needs is equally essential to prevent digital exclusion among elderly users. In response to the challenges faced by elderly users in digital environments, the Web Content Accessibility Guidelines (WCAG) provide foundational principles aimed at reducing digital exclusion for diverse user groups, including older adults [5]. WCAG offers general accessibility guidance, such as enhanced contrast, adjustable font sizes, and simplified layouts, primarily addressing broad usability issues. Given the unique visual needs of elderly users in the fresh e-commerce context, design strategies need to extend beyond WCAG's general principles, focusing on specific interaction and visual requirements to improve usability and engagement on these platforms. The rapid development of fresh e-commerce platforms has increasingly become a focus of researchers. [PERSON] conducted an in-depth analysis of China's fresh e-commerce industry, outlining four operational models and emphasizing the need for government support policies while suggesting strategies such as pre-sales to stimulate industry growth [6]. In 2022, [PERSON] et al. proposed a logistics packaging design system for fresh e-commerce to enhance order processing and packaging quality [7]. [PERSON] et al. identified brand image and trust as critical factors for the market competitiveness of fresh food e-commerce platforms [8]. [PERSON] et al. utilized a latent Dirichlet allocation model to analyze customer reviews of e-commerce fresh food logistics services, proposing a six-dimensional evaluation system to improve the quality of cold chain logistics services [9]. Despite extensive research both domestically and internationally covering various aspects of fresh e-commerce such as marketing, purchasing factors, brand strength, and logistics packaging, studies specifically focused on fresh e-commerce product interfaces, particularly in the context of age-friendly design, remain limited. Visual selective attention refers to the process by which individuals selectively perceive external information within a specific timeframe [10]. International research on \"Visual Selective Attention\" has predominantly focused on neuroscience, cognitive psychology, image processing, and computer vision, with relatively limited practical application in smart product interaction interface design. Overall, both domestic and international studies emphasize the importance of visual selective attention, yet research on its practical application in smart product interaction interface design remains relatively sparse [11]. This study uses visual selective attention as a starting point to investigate the age-friendly design of fresh e-commerce product interfaces for elderly populations.