Attention to online channels across the path to purchase: An eye-tracking study

Cortiñas, Mónica; Cabeza, Rafael; Chocarro, Raquel; Villanueva, Arantxa

doi:10.1016/j.elerap.2019.100864

Cited by 34 publications

(48 citation statements)

References 65 publications

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“…The data analysis showed that in relation to a number of parameters, namely viewing the product photos and overall search related activities, both male and female consumers tend to revisit the AOIs specifically linked to the search results elements much more than any other elements. This closely links with the previous research suggesting that consumers spend more time assessing purchase options than the actual purchase process [Cortinas et al 2019a]. The web pages of a low-complexity [Liu et al 2019] and with concise designs [Hsu et al 2018] attract users' attention more, and consumers shift their attention between brand, price and visual information about the products shown within the search results, with image information being the most important [Cortinas et al 2019b].…”

Section: Discussionsupporting

confidence: 79%

Mobile Consumer Behavior in Fashion m-Retail

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Tyler

2020

ACM Symposium on Eye Tracking Research and Applications

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With exponential adoption of mobile devices, consumers increasingly use them for shopping. There is a need to understand the gender differences in mobile consumer behavior. This study used mobile eye tracking technology and mixed-method approach to analyze and compare how male and female mobile fashion consumers browse and shop on smartphones. Mobile eye tracking glasses recorded fashion consumers' shopping experiences using smartphones for browsing and shopping on the actual fashion retailer's website. 14 participants successfully completed this study, half of them were males and half females. Two different data analysis approaches were employed, namely a novel framework of the shopping journey, and semantic gaze mapping with 31 Areas of Interest (AOI) representing the elements of the shopping journey. The results showed that male and female users exhibited significantly different behavior patterns, which have implications for mobile website design and fashion m-retail. The shopping journey map framework proves useful for further application in market research. CCS CONCEPTS • Human-centered computing → Smartphones; Empirical studies in ubiquitous and mobile computing; Empirical studies in interaction design; • Information systems → Online shopping; • Applied computing → Online shopping; Marketing; Decision analysis; • Social and professional topics → User characteristics; Men; Women.

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Section: Discussionsupporting

confidence: 79%

Mobile Consumer Behavior in Fashion m-Retail

Tupikovskaja-Omovie

Tyler

2020

ACM Symposium on Eye Tracking Research and Applications

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“…These methods of data collection could be problematic as the frameworks used are often based on generic touch points derived from focus groups (Vakulenko et al, 2019) or previous literature (Lemon and Verhoef, 2016;Voorhees et al, 2017), but are not based on actual elements and features of the website consumers interact with. Although some studies attempted to investigate the path to purchase (Cortinas et al, 2019), but the research using simulated websites limits the possibility to analyse the actual experiences during the shopping journey. Therefore, this paper aims to fill this gap by documenting actual customer experiences on real fashion retailers' mobile websites.…”

Section: Customer Journey Mappingmentioning

confidence: 99%

Clustering consumers' shopping journeys: eye tracking fashion m-retail

Tupikovskaja-Omovie

Tyler

2020

JFMM

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PurposeDespite the rapid adoption of smartphones among digital fashion consumers, their attitude to retailers' mobile apps and websites is one of increasing dissatisfaction. This suggests that understanding how mobile consumers use smartphones for fashion shopping is important in developing digital shopping platforms that fulfil consumer' expectations.Design/methodology/approachFor this research, mobile eye-tracking technology was employed in order to develop unique shopping journeys for 30 consumers, using fashion retailers' websites on smartphones, documenting their differences and similarities in browsing and purchasing behaviour.FindingsBased on scan path visualisations and observed shopping experiences, three prominent mobile shopping journeys and shopper types were identified: “directed by retailer's website”, “efficient self-selected journey” and “challenging shopper”. These prominent behaviour patterns were used to characterise mixed cluster behaviours; three distinct mixed clusters were identified, namely, “extended self-selected journey”, “challenging shoppers directed by retailer's website” and “focused challenging shopper”.Research limitations/implicationsThis research argues that mobile consumers can be segmented based on their activities and behaviours on the mobile website. Knowing the prominent shopping behaviour types any other complex behaviour patterns can be identified, analysed and described.Practical implicationsThe findings of this research can be used in developing personalised shopping experiences on smartphones by feeding these shopper types into retailers' digital marketing strategy and artificial intelligence (AI) systems.Originality/valueThis paper contributes to consumer behaviour literature by proposing a novel mobile consumer segmentation approach based on detailed shopping journey analysis using mobile eye-tracking technology.

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“…The eye movement data cannot lie, and it is possible to measure a player's real-time attention allocation by tracking the player's eye movement data. Studies have shown that vision is of great importance for the willingness to purchase products and the willingness of consumers to make consumption decisions [19,20]. Eye-tracking technology has been widely used in marketing, web design, and brand packaging, and has gradually been applied to improve the interactive experience of games in recent years [21].…”

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confidence: 99%

Applying Eye-Tracking Technology to Measure Interactive Experience Toward the Navigation Interface of Mobile Games Considering Different Visual Attention Mechanisms

et al. 2019

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As an initial channel for users learning about a mobile game, the interactive experience of the navigation interface will directly affect the first impression of the users on the game and their subsequent behaviors and willingness to use. This study aims to investigate players' visual attention mechanisms of various interactive levels of mobile games' interfaces under free-browsing and task-oriented conditions. Eye-tracking glasses and a questionnaire were used to measure the interactive experience of mobile games. The results show that in the free-browsing condition, the fixation count, saccade count and average saccade amplitude can be used to reflect and predict the interactive experiences of mobile games' navigation interface; while in the task-oriented condition, the fixation count, first fixation duration, dwell time ratio and saccade count can be used to reflect and predict the interactive experience of mobile games' navigation interface. These findings suggest that apart from the different eye movement indicators, players' motivations should also be considered during the process of the games' navigation interface design. Appl. Sci. 2019, 9, 3242 2 of 15 the traditional measurement methods, such as interviews, questionnaires, and focus groups, are too subjective to reflect players' psychological state and perception process when they are playing [8].Since the intrusiveness of continuous measurements may change the state of the game experience, it is difficult to ensure the authenticity of the results at every moment of the experience and think aloud is a typical intrusive measurement technique [9]. Questionnaires and interviews are helpful for overall feedback after the game experience, but they cannot respond reliably and without loss to events and features that occurred a few minutes ago; making the player review their game video attempts to solve the problem of losing experience information. In this way, the player can think aloud during the review. This technique helps to understand the player's cognitive processing and preferences but it cannot grasp the player's behavior and emotional reactions [10]. A fundamental problem with these linguistic measurement methods is that the emotional experience is not primarily language-based and translating emotional experiences into language requires cognitive effort that may affect measurement.Some scholars have tried to adopt biometric methods to measure players' emotional processing during their playing [11][12][13]. These methods provide designers with players' real-time emotional responses to the game's functionality and design. Moreover, the biometric methods are not invasive and allow the game to be played without disruption. Accordingly, biometric methods, including eye movement, heart rate, blood pressure, facial muscle activity, and brain imaging, are widely used to measure people's emotional responses. In this case, the effectiveness of software interface design can be assessed by monitoring players' physiological activities generated from browsing/u...

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Attention to online channels across the path to purchase: An eye-tracking study

Cited by 34 publications

References 65 publications

Mobile Consumer Behavior in Fashion m-Retail

Mobile Consumer Behavior in Fashion m-Retail

Clustering consumers' shopping journeys: eye tracking fashion m-retail

Applying Eye-Tracking Technology to Measure Interactive Experience Toward the Navigation Interface of Mobile Games Considering Different Visual Attention Mechanisms

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