Abstract: 【Purpose/significance】Focusing on information search and information processing behavior in the social commerce commu⁃nity from the perspective of cognitive psychology and neurology,this paper explores user's preference and extent of attention to product information,which will help community provide high-quality information service and realize the intelligentization of community recom⁃mendations.【Method/process】The paper selects a typical social commerce community as the research background, collects data through eye-tracking experiment and explores information presentation (objective factual information vs.subjective evaluation informa⁃tion) and product types (hedonic product vs.utilization product) in the community that may affect consumers’process information【. Re⁃
sult/conclusion】Results show that there exists significant difference in users’processing of different information.Compared with objec⁃tive information,consumers pay more attention to subjective evaluation information when knowing about a product; Product types sig⁃nificantly affect consumers' information processing in the decision-making process,consumers pay more attention to subjective evalua⁃tion information of hedonic products while objective factual information of utilization products.【Innovation/limitation】Existing re⁃search mostly studies the influencing factors of information behavior from social environment,information system,user feature or other aspects.This research selects the information itself and utilizes eye-tracking experiment to provide a new research perspective on user’
s information behavior in social commerce communities.