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Using Eye Tracking To Measure Online Interactivity: A Theoretical Framework

Author

Listed:
  • Adriana-Emilia ROBU

    (Alexandru Ioan Cuza University of Iaşi, Romania)

Abstract

Notwithstanding that each and every company, even the sweetshop around the corner has found its way to the Internet, some customers still hesitate to shop online or to shop from one site and ignore the other. In order to build an online effective communication between the participants, one of the most important factors is interactivity. In the last decade it received extensive attention in the marketing literature, but few are the studies which have seen new methods to measure it. Eye tracking technology has been broadly used in the cognitive sciences. The purpose of this study is to investigate the existing literature in order to give insights into the eye tracking methodology when measuring the online interactivity. It also describes the eye tracking technology in general, extracts various examples from the eye tracking research field, with different applications, highlights its importance when analyzing the online consumer behavior, giving examples from various studies and finds the key points of the methodological difficulties. Finally, this work has an important merit for the future studies when taking into consideration the eye tracking technology in the online interactivity research and further, it is relevant for marketers, regarding the enhancement of online interactive interfaces and web or mobile applications.

Suggested Citation

  • 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.
    • Handle: RePEc:cmj:networ:y:2013:i:1:p:118-129
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    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.
    2. Yoo, Weon-Sang & Lee, Yunjung & Park, JungKun, 2010. "The role of interactivity in e-tailing: Creating value and increasing satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 17(2), pages 89-96.
    3. van Noort, Guda & Voorveld, Hilde A.M. & van Reijmersdal, Eva A., 2012. "Interactivity in Brand Web Sites: Cognitive, Affective, and Behavioral Responses Explained by Consumers' Online Flow Experience," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 223-234.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Eye tracking; Website interactivity; Eye movement; Consumer behavior; Visual attention;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
    • D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights

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