Practical Eye Tracking of the Ecommerce Website User Experience

Wong, Wilkey; Bartels, Mike; Chrobot, Nina

doi:10.1007/978-3-319-07509-9_11

Cited by 16 publications

(8 citation statements)

References 3 publications

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“…Fixations are an important indicator of decision-making (Deng and Gu, 2021). Users' fixation count and durations were analysed through the generation of gaze replay videos (screen recordings containing the participant's gaze behaviour overlaid on the video), which illustrate the user's sequence of fixations and provides an insight into the user's visual behaviour on dynamic content, such as across several web pages (Wong et al. , 2014).…”

Section: Methodsmentioning

confidence: 99%

“…(2019) call for future research to explore how consumers' attention on text and images differs throughout the different stages of the shopping process. By analysing consumers' behaviour from their first fixation on the homepage all the way to the checkout, researchers can investigate stimuli that help or hinder the shopper journey (Wong et al. , 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

“…Eye-tracking measures people's viewing patterns and can be used to determine consumer attention and subsequent cognitive activities when interacting with a website (Wong et al. , 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

“…, 2018). If products and information are not obviously displayed, users may abandon their shopping baskets as the website design does not capture their attention (Wong et al. , 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

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

Boardman

McCormick

2021

ITP

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PurposeThe purpose of this paper is to identify attention, cognitive and affective responses towards a fashion retailer's website and the behavioural outcomes when shopping online.Design/methodology/approach52 eye-tracking tests and 52 qualitative semi-structured interviews were conducted.FindingsConsumer attention and behaviour differ across web pages throughout the shopping journey depending on its content, function and consumers' goal. Top-down attention is more dominant than bottom-up attention when consumers are shopping online for fashion items. The product listings page was the most frequented and had the most time spent on it. Consumers enjoy browsing for products and adding them to their basket to evaluate them together later. Customisation and personalisation features are the most valued due to their ability to make the experience more convenient and enjoyable.Originality/valueThis article contributes novel findings that the content and design of the website affects attention in different ways. It demonstrates that research cannot simplify viewing patterns for fashion shopping online. The study extends the SOR framework, showing that top-down attention, when provided with personalisation and customisation features, results in approach behaviour. A lack of personalisation or customisation features results in avoidance behaviour. The complex nature of consumer attention and behaviour during their holistic shopping journey advocates the need for eye-tracking research to be conducted on a live website for ecological validity, providing a methodological contribution which can be used for future research.

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Section: Methodsmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

“…Eye-tracking measures people's viewing patterns and can be used to determine consumer attention and subsequent cognitive activities when interacting with a website (Wong et al. , 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

“…, 2018). If products and information are not obviously displayed, users may abandon their shopping baskets as the website design does not capture their attention (Wong et al. , 2014).…”

Section: Literature Reviewmentioning

confidence: 99%

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

Boardman

McCormick

2021

ITP

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“…It is believed that gaze movement is connected with the attention level of participants which is used in various psychological studies in response to visual stimuli. This relation provides useful insights in various contexts including consumer preferences in online shopping [4], online reading, emotion processing and psychopathology i.e., autism and attention deficit hyperactivity disorder (ADHD) [5]. In recent times, eye tracking is also used in the academic environment to detect mind-wandering whilst reading the online content or by watching the online video lectures [3], [6].…”

Section: Introductionmentioning

confidence: 99%

EXECUTE: Exploring Eye Tracking to Support E-learning

Khan

Khosravi

Hussain

et al. 2022

2022 IEEE Global Engineering Education Conference (EDUCON)

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The outbreak of the COVID-19 pandemic has caused unprecedented disruption to education and progressed remote teaching as a predominant model for delivering educational content. However, the online teaching and learning model has its own challenges, such as the lack of technological tools to quantify the student attention and engagement with the learning content. In this paper, we focus on developing an e-learning framework for capturing and analysing the students' attention during remote teaching sessions and subsequently profile their learning behaviour leveraging eye-tracking data. Our proposed eye-tracking solution deploys a webcam to capture and track raw gaze points that grant the user the freedom of natural head movement and scalability compared to conventional eye-tracking approaches. We derived various gaze metrics in conjunction with state-of-the-art machine learning (ML) models like logistic regression, support vector machine and polynomial regression to classify the student attention with an accuracy above 91%. Furthermore, our findings can help in the early detection and diagnosis of attention deficit hyperactivity disorder (ADHD) among students, and thus, support their learning journeys by creating an adaptive learning environment tailored to their needs.

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