IDEAS home Printed from https://ideas.repec.org/a/aic/revebs/y2013i12robua.html
   My bibliography  Save this article

An Assessment Of E-Commerce Websites Through A Mouse Tracking Investigation

Author

Listed:
  • Adriana-Emilia ROBU

    (Alexandru Ioan Cuza University of Iasi)

Abstract

As a fundamental human behavior, gazing can provide important insights into user`s behavior during web browsing. As an emerging interdisciplinary field, consumer neuroscience proposes new research methods in order to understand and analyze the online human behavior. Unlike the traditionally used methods, the neuroscience field brings a technique which lately gained attention - the eye tracking. While measuring the visual behavior of the consumer`s research, these physiological metrics pose both technical and financial constraints. Therefore, the aim of this paper is to investigate the data obtained by analyzing two commerce websites with a user recording service and thus providing an alternative to eye tracking. We investigate the relationship between gaze position and cursor position as analyzed in the human computer interaction literature, providing evidence about the similar patterns observed in both eye and mouse movements. Finally, we analyze the results obtained during the tracking of mouse movements in two commerce websites

Suggested Citation

  • Adriana-Emilia ROBU, 2013. "An Assessment Of E-Commerce Websites Through A Mouse Tracking Investigation," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 12, pages 107-119, June.
    • Handle: RePEc:aic:revebs:y:2013:i:12:robua
    as

    Download full text from publisher

    File URL: http://rebs.feaa.uaic.ro/articles/pdfs/165.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Wedel, Michel & Pieters, Rik, 2008. "Eye Tracking for Visual Marketing," Foundations and Trends(R) in Marketing, now publishers, vol. 1(4), pages 231-320, August.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Adriana-Emilia ROBU, 2014. "What Determines An Appealing Website? Exploring The Role Of Design Principles In Consumer Decision Making," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 13, pages 31-45, June.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sridhar, Shrihari & Naik, Prasad A. & Kelkar, Ajay, 2017. "Metrics unreliability and marketing overspending," International Journal of Research in Marketing, Elsevier, vol. 34(4), pages 761-779.
    2. Michel Wedel & Rik Pieters, 2015. "The Buffer Effect: The Role of Color When Advertising Exposures Are Brief and Blurred," Marketing Science, INFORMS, vol. 34(1), pages 134-143, January.
    3. repec:cmj:networ:y:2013:i:1:p:114-124 is not listed on IDEAS
    4. Huddleston, Patricia T. & Behe, Bridget K. & Driesener, Carl & Minahan, S., 2018. "Inside-outside: Using eye-tracking to investigate search-choice processes in the retail environment," Journal of Retailing and Consumer Services, Elsevier, vol. 43(C), pages 85-93.
    5. Serhat Peker & Gonca Gokce Menekse Dalveren & Yavuz İnal, 2021. "The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study," Future Internet, MDPI, vol. 13(1), pages 1-18, January.
    6. Li, Xi & Shi, Mengze & Wang, Xin (Shane), 2019. "Video mining: Measuring visual information using automatic methods," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 216-231.
    7. Savannah Wei Shi & Michel Wedel & F. G. M. (Rik) Pieters, 2013. "Information Acquisition During Online Decision Making: A Model-Based Exploration Using Eye-Tracking Data," Management Science, INFORMS, vol. 59(5), pages 1009-1026, May.
    8. Yegoryan, Narine & Guhl, Daniel & Klapper, Daniel, 2018. "Inferring Attribute Non-Attendance Using Eye Tracking in Choice-Based Conjoint Analysis," Rationality and Competition Discussion Paper Series 111, CRC TRR 190 Rationality and Competition.
    9. Yasheng Chen & Johnny Jermias & Tota Panggabean, 2016. "The Role of Visual Attention in the Managerial Judgment of Balanced‐Scorecard Performance Evaluation: Insights from Using an Eye‐Tracking Device," Journal of Accounting Research, Wiley Blackwell, vol. 54(1), pages 113-146, March.
    10. repec:cmj:networ:y:2013:i:1:p:131-142 is not listed on IDEAS
    11. Jaikumar, Saravana & Sahay, Arvind, 2016. "Effect of Overlapping Price Ranges on Price Perception: Revisiting the Range Theory of Price Perception," IIMA Working Papers WP2016-02-02, Indian Institute of Management Ahmedabad, Research and Publication Department.
    12. Grebitus, Carola & Davis, George C., 2017. "Change is good!? Analyzing the relationship between attention and nutrition facts panel modifications," Food Policy, Elsevier, vol. 73(C), pages 119-130.
    13. Xuhong Ye & Xixian Peng & Xinwei Wang & Hock-Hai Teo, 2020. "Developing and Testing a Theoretical Path Model of Web Page Impression Formation and Its Consequence," Information Systems Research, INFORMS, vol. 31(3), pages 929-949, September.
    14. Michel Wedel & Rik Pieters & Ralf Lans, 2023. "Modeling Eye Movements During Decision Making: A Review," Psychometrika, Springer;The Psychometric Society, vol. 88(2), pages 697-729, June.
    15. Majid Zahmati & Seyed Morteza Azimzadeh & Mohammad Saber Sotoodeh & Omid Asgari, 2023. "An eye-tracking study on how the popularity and gender of the endorsers affected the audience’s attention on the advertisement," Electronic Commerce Research, Springer, vol. 23(3), pages 1665-1676, September.
    16. Yegoryan, Narine & Guhl, Daniel & Klapper, Daniel, 2020. "Inferring attribute non-attendance using eye tracking in choice-based conjoint analysis," Journal of Business Research, Elsevier, vol. 111(C), pages 290-304.
    17. Ghosh, Tathagata & Sreejesh, S. & Dwivedi, Yogesh K., 2022. "Brand logos versus brand names: A comparison of the memory effects of textual and pictorial brand elements placed in computer games," Journal of Business Research, Elsevier, vol. 147(C), pages 222-235.
    18. Jae weon Yang & Dowoo Kim & Sungwon Jung, 2020. "Using Eye-Tracking Technology to Measure Environmental Factors Affecting Street Robbery Decision-Making in Virtual Environments," Sustainability, MDPI, vol. 12(18), pages 1-24, September.
    19. Nordfält, Jens & Ahlbom, Carl-Philip, 2024. "Utilising eye-tracking data in retailing field research: A practical guide," Journal of Retailing, Elsevier, vol. 100(1), pages 148-160.
    20. Adriana-Emilia ROBU, 2013. "Using Eye Tracking To Measure Online Interactivity: A Theoretical Framework," Network Intelligence Studies, Romanian Foundation for Business Intelligence, Editorial Department, issue 1, pages 118-129, July.
    21. Lindström, Annika & Berg, Hanna & Nordfält, Jens & Roggeveen, Anne L. & Grewal, Dhruv, 2016. "Does the presence of a mannequin head change shopping behavior?," Journal of Business Research, Elsevier, vol. 69(2), pages 517-524.
    22. Grebitus, Carola & Seitz, Carolin, 2014. "Relationship between attention and choice making," 2014 International Congress, August 26-29, 2014, Ljubljana, Slovenia 182669, European Association of Agricultural Economists.

    More about this item

    Keywords

    consumer behavior; mouse tracking; cursor; gaze; eye tracking; eye movement;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:aic:revebs:y:2013:i:12:robua. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sireteanu Napoleon-Alexandru (email available below). General contact details of provider: https://edirc.repec.org/data/feaicro.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.