Tobii EyeTracking's Library tagged e-commerce →  View Popular, Search in Google

ABSTRACT
In order to improve human-computer interaction, eyetracking, physiological measures and task recognition are used to assess the content and quality of interaction in an ecommerce application with User Generated Content. Results are analyzed in conjunction with users’ verbalization and their subjective assessment of attitudes
toward the product and their wish to contribute.

2010 Canada HCI Usability Tobii eye tracking X120 content quality interaction e-commerce application user generated content

in list: HCI & Usability

ABSTRACT
This article discusses how eye-tracking can be used to supplement traditional usability test measures. User performance on two usability tasks with three e-commerce websites is described. Results show that eye-tracking data can be used to better understand how users initiate a search for a targeted link or web object. Frequency, duration and order of visual attention to Areas of Interest (AOIs) in particular are informative as supplemental information to standard usability testing in understanding user expectations and making design recommendations.

USA 2005 Tobii eye tracking 1750 HCI Usability e-commerce search understanding expectation

in list: HCI & Usability

ABSTRACT
Generation Y (age 18–31) is a very large and economically powerful generation, containing eighty-two million people and spending $200 billion annually. It is not surprising that companies are interested in gaining the patronage of this group, particularly via the web. Surprisingly, very little research into making web pages appealing to this important demographic has been done. This paper addresses this need through two separate studies. The first, an online survey, provides evidence that our proposed score for predicting the visual appeal of web pages reflects the self report measure of what pages Generation Y likes. To refine these findings, an eye tracking study is conducted using the pages that were most and least liked in Study I. Participants’ eye movement is tracked while browsing these pages, providing evidence of what attracts their attention. The results of these two studies suggest that Generation Y may prefer pages that include a main large image, images of celebrities, little text, and a search feature. This research has important implications.

USA 2010 Tobii eye tracking 1750 HCI Usability web design Generation Y visual appeal age e-commerce

in list: HCI & Usability

ABSTRACT
Product listing pages, where information on multiple products are displayed, represent a vital point of an E-commerce website on which consumer decisions are made. Prior research has shown that the design of product listing pages has an impact on users’ performance and their recall of brand names. The aim of this study was to examine effects of presentation on cognitive load and consumer decisions. An online study was conducted comparing presentation type (matrix versus list presentation). List presentation was associated with lower cognitive load and more economic product selections. Eye-tracking data from an additional laboratory experiment suggest that list presentation triggers comparison processes which could account for the differences found.

Switzerland 2010 Tobii eye tracking 1750 product listing cognitive workload e-commerce design evaluation performance decision layout HCI Usability

in list: HCI & Usability

ABSTRACT
This study evaluated users’ behaviors when performing inexpensive or expensive e-commerce purchases on familiar and unfamiliar Web sites. Users were more comfortable with making inexpensive than expensive purchases. They also felt more secure and that their privacy was better protected when shopping with a familiar Web site than an unfamiliar one, especially for expensive purchases. For inexpensive purchases, if the price was “right”, participants were willing to purchase the product on unfamiliar Web sites. For expensive purchases, though, the reputation of the organization hosting the Web site was the most important factor. In both cases, privacy was a minor determinant for deciding whether to make a purchase from a Web site. Only 20% of the users regularly accessed the sites’ privacy policies during their interactions with the sites. Moreover, less than half of the participants even looked at privacy-policy links during their interactions with the Web sites.

USA 2007 HCI Usability Tobii eye tracking privacy practices policies e-commerce shopping online price familiarity

in list: HCI & Usability

ABSTRACT
We analyze the usability of different label positions in online forms, using an eye-tracking system, with a small sample of UK university-educated users. The results unexpectedly contradict Wroblewski, and recommend right-aligned labels, at least in the context of forms with multiple columns.

The work was carried out by an undergraduate intern from an Indian University, who worked with HCI academics at a Scottish University and with a Scottish Usability Consultancy, and we reflect on the benefits of such internships to commercial and academic usability, both in the UK and India.

HCI e-commerce eye tracking online forms research into practice usability UK 2008 Tobii

in list: HCI & Usability