Proceedings of the 12th International Conference on Opportunities and Challenges in Management, Economics and Accounting
Year: 2024
DOI:
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Eyetracking-Study: Multisensual Factors in Information and Purchasing Behavior
Peter Schneckenleitner and Isabella Wild
ABSTRACT:
With the increasing popularity of online shopping, it is crucial for e-commerce platforms to understand how visual elements influence consumer behavior. This eye-tracking study investigated the impact of visual stimuli on online purchasing decisions through multisensory analysis and quota sampling. By conducting laboratory experiments, user interactions on ecommerce websites were documented and analyzed using technologies such as iMotions, Affectiva, and eye-tracking to examine how specific visual cues affected user behavior. The study design was initially tested with a pre-test involving 4 participants, followed by a full experiment with a sample of 24 subjects. Key eye-tracking metrics of visual attention were analyzed, including dwell time, time to first fixation, and revisits. Additionally, heatmaps were employed to visualize the distribution of visual attention across the websites. The findings suggest that the strategic placement of visual disruptors can effectively draw users’ attention to products more quickly. However, factors such as price, aesthetics, and product information remain critical in the final purchase decision. We found that the stronger the involvement of the participants, the lower the effect of eye catchers. The results highlight the importance of understanding the context and target audience when implementing visual elements. The use of eye catchers achieves the greatest effect when there is little involvement and it is only a matter of conveying/emphasizing information. It can therefore be concluded that the use of eye catchers has the greatest impact in the area of learning/information transmission and in the area of low involvement products.
keywords: eye-tracking, visual framing, Online shopping behavior, Attention metrics