Using Eye Tracking to Measure Overall Usability of Online Grocery Shopping Websites

被引:5
|
作者
Naeini, Ali Bonyadi [1 ]
Mahdipour, Ali Golbazi [1 ]
Dorri, Rasam [1 ]
机构
[1] Iran Univ Sci & Technol, Tehran, Iran
关键词
Consumer Neuroscience; E-Commerce; Eye-Tracking; Neuromarketing; Online Shopping; Usability; THINK-ALOUD PROTOCOLS; DECISION-MAKING; USABLE-SECURITY; FUZZY-LOGIC; QUALITY; STRESS; METHODOLOGY; INFORMATION; ALTERNATIVES; VALIDATION;
D O I
10.4018/IJMCMC.326129
中图分类号
TN [电子技术、通信技术];
学科分类号
0809 ;
摘要
This article examines usability evaluation methodologies, then presents a non-conscious behavioral indicator based on user eye movements and pupil dilation. The authors test how gender and online buying history affect the behavioral index's usability scores. This study uses three Iranian online food retailers. Thirty participants were asked to add things from predetermined grocery stores to virtual shopping carts before the experiment took them to the other two websites in a random order to collect eye movement data. Each group's presentation order was randomized. The number of fixations, number of saccades, total duration of fixations, scan-path length, pupil size, and task time were inversely linked with self-report usability measures. This research evaluates groups with different levels of online shopping expertise and gender based on experienced usability. Differences between groups suggest that user demographics affect usability.
引用
收藏
页数:24
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