Investigation of Confidentiality Agreements in E-Commerce Websites via Eye Tracking Method

Abstract

Confidentiality agreements are of great importance in Law Number 6698 and the legal regulations on e-commerce. The purpose of this experimental study is to reveal to what extent users / customers pay attention to confidentiality agreements in e-commerce processes. Within the scope of the study, data were collected via an eye tracking device from participants who carried out a real shopping process over e-commerce. The selection of the sample group was determined according to the maximum variation sampling method which is one of the purposive sampling types. 16 participants from different gender, education levels and generation groups were included in the study. Collected eye tracking data were analyzed and visualized via a software. As a result, it was found that while female participants focused on the end of sentences in the confidentiality agreement, male participants focused relatively homogeneously throughout the text. In addition, it has been found that the text part that the participants focus more on vary according to their education level. It is also concluded that the participants in the generation Z focus more on the parties and obligations part of the confidentiality agreements. In general, it is found that the participants focus more on the last part of the confidentiality agreements text, while they focus less on the middle part of it. According to the results, evaluations were made regarding the formats of the confidentiality agreement text.

Visualizing and Analyzing Eye Movements During Reading

“…Z kuşağındaki katılımcıların sözleşme metninin taraflar ve yükümlülükler bölümüne daha fazla odaklandıklarını ortaya koydular. Genel olarak katılımcıların sözleşme metninin son bölümüne daha çok odaklandıkları, orta bölümüne ise odaklanmalarının daha az olduğu gösterildi [21]. Baştuğ ve ark.…”