Attention and behaviour on fashion retail websites: an eye-tracking study

Boardman, Rosy; McCormick, Helen

doi:10.1108/itp-08-2020-0580

Cited by 30 publications

(21 citation statements)

References 61 publications

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“…For example, by means of text mining, Ghose and Ipeirotiss (2010) concluded that the use of product reviews is influenced by textual features, such as subjectivity, informality, readability, and linguistic accuracy. Likewise, Boardman and Mccormick (2021) found that consumer attention and behavior differ across web pages throughout the shopping journey depending on its content, function, and consumer’s goal. Furthermore, Guo et al (2020) showed that pleasant online customer reviews lead to a higher purchase likelihood compared to unpleasant ones.…”

Section: Literature Reviewmentioning

confidence: 99%

The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study

et al. 2022

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This study investigated the impact of online product reviews on consumers purchasing decisions by using eye-tracking. The research methodology involved (i) development of a conceptual framework of online product review and purchasing intention through the moderation role of gender and visual attention in comments, and (ii) empirical investigation into the region of interest (ROI) analysis of consumers fixation during the purchase decision process and behavioral analysis. The results showed that consumers’ attention to negative comments was significantly greater than that to positive comments, especially for female consumers. Furthermore, the study identified a significant correlation between the visual browsing behavior of consumers and their purchase intention. It also found that consumers were not able to identify false comments. The current study provides a deep understanding of the underlying mechanism of how online reviews influence shopping behavior, reveals the effect of gender on this effect for the first time and explains it from the perspective of attentional bias, which is essential for the theory of online consumer behavior. Specifically, the different effects of consumers’ attention to negative comments seem to be moderated through gender with female consumers’ attention to negative comments being significantly greater than to positive ones. These findings suggest that practitioners need to pay particular attention to negative comments and resolve them promptly through the customization of product/service information, taking into consideration consumer characteristics, including gender.

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Section: Literature Reviewmentioning

confidence: 99%

The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study

et al. 2022

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“…It is not difficult to provide high-quality and interactive visual information on product detail pages, which is considered to be beneficial to the emotional experience of consumers. However, product list pages are the most frequently visited by consumers and spend the most time on them (Boardman and Mccormick, 2021), yet the product pictures are much smaller. Take the online clothing product list page of the Amazon e-platform as an example.…”

Section: Consumers' Visual Attention and Emotional Experiencementioning

confidence: 99%

The interaction of clothing design factors: how to attract consumers' visual attention and enhance emotional experience

Yang

Bin

2022

JFMM

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PurposeThis paper aims to study consumers’ visual attention and emotional experience with clothing design factors and their combinations from the perspective of cognition and emotion and propose an interaction phenomenon to evaluate the combined effect of clothing factors to better guide online clothing design and sales.Design/methodology/approachAn eye movement physiology experiment was conducted, 33 participants screened by questionnaires were invited for this experiment. Hypotheses of visual attention were verified by the FIRST_FIXATION_TIME indicator, DWELL_TIME indicator and FIXATION_COUNT indicator. Hypotheses of emotional experience were verified by the PUPIL_SIZE indicator.FindingsFirst, on the product list page, it is better to use only the three factors of clothing and a small number of stimulating factors. Second, when the stimulus is consistent with the cognitive task performed by the consumer, the efficiency of the task and the consumer's user experience will be improved. Third, the positive interaction phenomenon of clothing design factors and their combinations could significantly attract consumers' visual attention and improve their emotional experience.Research limitations/implicationsThis work argues consumer interest and emotional experience with online clothing can be expressed through eye movement physiological indicators, and the concept of interaction was proposed to evaluate the design and display of online clothing.Originality/valueThis paper conducted interaction research on online clothing design factors and their combinations from the perspective of cognition and emotion, which provided an objective quantitative method for online clothing designers and online clothing retailers.

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“…To reduce bias and enhance the reliability of the data, detailed records of the research process were maintained. The researchers conducted multiple coding cycles (Boardman and McCormick, 2021), which involved each of the four research members individually coding the data initially. Then, each theme and sub-theme that emerged for each researcher were discussed, compared and corroborated to enhance transparency and reflexivity, adhering to Lipson et al (2020).…”

Section: Discussionmentioning

confidence: 99%

Investigating the impact of body shape on garment fit

Chrimes

Boardman²,

McCormick³

et al. 2023

JFMM

Self Cite

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PurposeBody shape is a critical variable influencing consumers' garment choices (Zakaria, 2017), yet research investigating how UK females with varying body shapes evaluate and experience fit is limited. Moreover, while digital methods exist to classify female body shapes, application in a commercial setting is limited. To fill this gap within the literature, this study aims to understand the influence of body shape variation on garment fit evaluations of 30 UK females aged 18–34 years.Design/methodology/approachThis study conducts a physical garment try-on session whereby 30 UK females aged 18–34 years were body-scanned and categorised into a body shape, using the Female Figure Identification Technique method. Participants verbalised their fit experiences during a physical try-on session through semi-structured interviews to gain a deeper understanding of individuals' fit appraisals.FindingsThe findings demonstrate that UK females who share the same body shape classification experience the same issues when appraising dress fit, challenging Makhanya and Mabuza (2020) who found that body shape does not influence apparel fit satisfaction. The results shed light on the importance of body shape during the fit appraisal process.Research limitations/implicationsDespite the contribution, future research to improve the limitations should be addressed. First, although it was necessary to investigate a UK demographic to address research gaps, the finding of this study cannot be generalised to the entire UK female population nor to other areas of the world. Hence, future research should overcome this limitation by extending this study further to other countries, cultures and ethnicities.Practical implicationsThe findings of the present study shed light on the role of body shape in determining satisfactory clothing fit and how females' fit experiences will differ depending on their body shape classification. Thus, fashion retailers should use this insight to better inform their promotional strategies, not only making them more inclusive but also to help assist this particular consumer segment with their clothing decisions based on their body shape.Originality/valueThe present study provides an in-depth understanding of how females with the same body shape experience garment fit, contributing novel findings to the literature through a mixed-method inquiry previously lacking in this area, with a UK demographic which has not previously been explored.

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Attention and behaviour on fashion retail websites: an eye-tracking study

Cited by 30 publications

References 61 publications

The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study

The Impact of Online Reviews on Consumers’ Purchasing Decisions: Evidence From an Eye-Tracking Study

The interaction of clothing design factors: how to attract consumers' visual attention and enhance emotional experience

Investigating the impact of body shape on garment fit

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