The aim of this study is to determine the individual and interactive effects of several elements (background, model, and promotional information) of im-ages in the context of online shopping to determine the best display method for homepage images of different categories of goods (clothing, household appliances, digital products, and food), where different genders are targeted. Participants are required to browse shopping websites and select their desired products, and eye movement data are recorded during this process. Design guidelines are proposed for homepage images of different product categories. The study suggests that images for products targeted at male users should be simple and contain fewer elements, whereas those targeted at female users can be more aesthetically pleasing and informative.