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ABSTRACT
Recommender systems have emerged as an effective decision tool to help users more easily and quickly find products that they prefer, especially in e-commerce environments. However, few studies have tried to understand how this technology has influenced the way users search for products and make purchase decisions. Our current research aims at examining the impact of recommenders by understanding how recommendation tools integrate the classical economic schemes and how they modify product search patterns. We report our work in employing an eye tracking system and collecting users' interaction behaviors as they browsed and selected products to buy from an online product retail website offering over 3,500 items. This in-depth user study has enabled us to collect over 48,000 fixation data points and 7,720 areas of interest from eighteen users, each spending more than one hour on our site. Our study shows that while users still use traditional product search tools to examine alternatives, recommenders definitely provide users with new opportunities in their decision process. More specifically, users actively click and gaze at products recommended to them, up to 40% of the time. In addition, recommendation areas are highly attractive, drawing users to add 50% more items to their baskets as a traditional tool does. Observing that users consult the recommendation area more as they are close to the end of their search process, it seems that recommenders enhance users' decision confidence by satisfying their need for diversity. Based on these results, we derive several interaction design guidelines that can significantly improve users' satisfaction and perception of product recommenders.

Switzerland 2010 HCI Usability Tobii eye tracking 1750 recommendation Recommender product search evaluate understanding attention usage user

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
Recommender systems, as a type of Web personalized service to support users’ online product searching, have been widely developed in recent years but with primary emphasis on algorithm accuracy. In this paper, we particularly investigate the efficacy of recommender interface designs in affecting users’ decision making strategies through the observation of their eye movements and product selection behavior. One interface design is the standard list interface where all recommended items are listed one by one. Another two are layout variations of organization-based interface where recommendations are grouped into categories. The eye-tracking user evaluation shows that the organization interfaces, especially the one with a quadrant layout, can significantly attract users’ attentions to more items, with the resulting benefit to enhance their objective decision quality.

Switzerland 2010 Tobii eye tracking 1750 product searching Recommender layout interface organization design HCI Usability

in list: HCI & Usability

ABSTRACT
This paper describes one test from a larger eye tracking and design evaluation research aiming at developing methods for studying the perception of design products. The test focuses on searching for a connection between gaze, product attitude and preference when comparing the products in pairs and when selecting a favorite from the available products. The role of appearance and apparent usability in product attitude and preference are also explored.
The test results suggest that a correlation between gaze and product attitude can be found with certain indicators. Product preference can also be seen quite clearly in the visualized gaze data. Some distinct differences were found between the groups of designers and other test persons in the emphasis of appearance and apparent usability as variables influencing on both the product attitude and preference.

Finland 2005 HCI Usability Tobii eye tracking 1750 ClearView design evaluation perception product gaze attitude preference compare

in list: HCI & Usability