Product Recommendation Based on Eye Tracking Data Using Fixation Duration

Abstract

E-commerce can be used to increase companies or sellers’ profits. For consumers, e-commerce can help them shop faster. The weakness of e-commerce is that there is too much product information presented in the catalog which in turn makes consumers confused. The solution is by providing product recommendations. As the development of sensor technology, eye tracker can capture user attention when shopping. The user attention was used as data of consumer interest in the product in the form of fixation duration following the Bojko taxonomy. The fixation duration data was processed into product purchase prediction data to know consumers’ desire to buy the products by using Chandon method. Both data could be used as variables to make product recommendations based on eye tracking data. The implementation of the product recommendations based on eye tracking data was an eye tracking experiment at selvahouse.com which sells hijab and women modest wear. The result was a list of products that have similarities to other products. The product recommendation method used was item-to-item collaborative filtering. The novelty of this research is the use of eye tracking data, namely the fixation duration and product purchase prediction data as variables for product recommendations. Product recommendation that produced by eye tracking data can be solution of product recommendation’s problems, namely sparsity and cold start.

A Survey of Latent Factor Models for Recommender Systems and Personalization

“…Physiological and behavioral signals, such as EEG and gaze tracking, capture deeper user insights for personalized recommendations [85], [86], [87], [88], [89], [90]. These signals provide valuable information about users' cognitive and emotional states, allowing recommendation systems to tailor suggestions based on real-time user feedback and interactions.…”

استخدام تحليل تتبع العين لاستكشاف اهتمام المستخدم بالمواقع الالكترونية السياحية الرسمية: منهج لإدارة المواقع الالكترونية

“…Similarly, Foroudi et al (2018) assert that an official tourist destination website plays a critical role in establishing a positive image of the destination, which can influence consumers' intention to revisit and recommend the place. Sari and Santosa (2017) observe that there exists a correlation between the quality of tourism websites and the number of visitors. Indeed, Ehmke and Wilson (2007) affirm that provinces with more dynamic websites tend to attract a larger number of visitors compared to those with more inactive websites.…”

“…Lastly, it should be visually appealing and engaging to capture the visitors' attention (Kanazawa et.al, 2021). Also, Sari and Santosa (2017) assume that numerous factors contribute to the success and achievement of a website's goals. Among these factors, the level of interest, ease, and comfort are crucial in the development of a website.…”