Home » Research » BRAIN: The Analysis of E-Commerce Sites with Eye-Tracking Technologies

Calendar

August 2017
M T W T F S S
« Jul   Sep »
 123456
78910111213
14151617181920
21222324252627
28293031  

Read these articles

  • BRAND: Dynamics of the number of participants in the private pension
    Tudor Colomeischi and Eugenia Iancu have done a stimulating research on the Dynamics of the number of participants in the second pillar of mandatory private pension of Romania during May 2008 – November 2014. The …
  • BRAND: Symbolic Relationships in AdvertisementsBRAND: Symbolic Relationships in Advertisements
    When talking about advertisements, one would certainly link them to the word “symbol”, as the advertisements prepare for the products that they recommend a rich symbolic life. Since the products are different, the symbolic life should also …
  • LiBRI: On Studying Teacher’s Self EsteemLiBRI: On Studying Teacher’s Self Esteem
    Baghli Asmaa is bringing to light a new discussion in LiBRI journal: On Studying Teacher’s Self Esteem Based on Revised Janis Scale Application. An actual and controversial research that brings out some intensely sought answers …
  • BRAND: Research on Corruption – A Major Global ProblemBRAND: Research on Corruption – A Major Global Problem
    In the latest volume of the BRAND journal, Elena Cristina Pană and Ileana Nișulescu from Academy of Economic Studies Bucharest, Romania give some additional understanding about corruption, from a worldwide perspective. Corruption in the public sector …
  • BRAIN: Software Application for Disabled StudentsBRAIN: Software Application for Disabled Students
    Modern universities rely increasingly on communication technologies for the educational processes and the management of academic databases. In the paper “Software Application for Disabled Students” the researchers Laszlo Csiki, Andrei Gabor, Marius Popescu, and Antoanela …
  • BRAIN: Is There a Relationship between Consciousness and Epilepsy?BRAIN: Is There a Relationship between Consciousness and Epilepsy?
    A serious health condition that affects 1% of the global population is epilepsy. This is a neurological disorder usually detected by EEG (electroencephalography) signals, and it has as common symptom spontaneous recurrent seizures characterized by …
  • BRAIN: Browsing Semantic Data in SlovakiaBRAIN: Browsing Semantic Data in Slovakia
    Ján Mojžiš and Michal Laclavík present an interesting topic in the academic article Browsing Semantic Data in Slovakia in the latest volume of BRAIN journal. Semantic data browsing is an important task for open and governmental data in …
  • BRAIN: Pseudo-holographic Displays as Teaching Tools in Mathematics
    A pseudo-holographic display is a display that creates a virtual three-dimensional image of an object, producing viewing experiences that are virtually indistinguishable from viewing a true hologram. In the upcoming issue of BRAIN Journal the …
  • LiBRI: Kant and Coleridge on the Issue of MoralityLiBRI: Kant and Coleridge on the Issue of Morality
    LiBRI has a very interesting article written by Nicolae-Andrei Popa. He is giving some insight on the Issue of Morality from the point of view of Kant and Coleridge. This paper seeks to contrast Kant’s …
  • BRAND: A Study of Principled Negotiation Based on the Chinese Harmony ThoughtBRAND: A Study of Principled Negotiation Based on the Chinese Harmony Thought
    In the latest volume of the BRAND, Shougang Zhang and Milan Constantinovits shows the importance of international negotiation in the process of globalisation. Cultural diversity has determined many failures in different domains, especially when it …
  • BRAIN: A Robust Approach of Facial Orientation Recognition from Facial Features
    In the field of computer vision and pattern recognition, face orientation recognition stands as a significant topic. In the paper A Robust Approach of Facial Orientation Recognition from Facial Features, the authors Stefan Andrei, Kishor …
  • BRAIN: The Impact of Infographics in EducationBRAIN: The Impact of Infographics in Education
    Information graphics (also called infographics) are graphic visual representations of information that aim to present information quickly and clearly. Their main purpose is improving cognition by utilizing graphics to enhance the human visual system’s ability to …

Categories

BRAIN: The Analysis of E-Commerce Sites with Eye-Tracking Technologies

In this era of technology, it cannot come as a surprise that E-Commerce sites have become a significant part of the user’s online activity. In order for these websites to remain relevant to the visitors over long periods of time, attention should be brought to their efficiency and effectiveness when it comes to their interactivity dimensions. The study The Analysis of E-Commerce Sites with Eye-Tracking Technologies – written by O. Dospinescu and A. E. Percă-Robu – is examining the effects of the interactivity dimensions on users’ content comprehension and their attitudes towards e-commerce websites by using eye-tracking technologies.

Various fields use the eye tracking technology to assess the visual attention, but when considering the decision-making process, the specialized literature acknowledge that the eye movements are directly linked to peoples’ cognitive goals. By investigating the website’s interactivity dimensions, the authors explore the visual process and drawing the time spent on the site or on various regions of it. Dospinescu and Percă-Robu assume that a high level of interactivity leads to a favourable attitude towards the website, therefore it is important for the content creators to pay attention to the ease of use and the visual elements of their E-Commerce bussiness.

Eye Tribe Tracker
Eye Tribe Tracker

Five interactivity dimensions were used in order to establish the interactivity index. Personalization, synchronization and controllability have been found to be the most important dimensions of interactivity. Moreover, the authors include another two dimensions: adaptability and receptivity. Five websites were randomly selected from the Romanian top e-commerce pages included in Trafic.ro. The websites were comprised in three different groups, according to the characteristic score.

Thirty-six participants (11 males and 23 females) were examined. They ranged in age from twenty to twenty-five and have reported at least one online purchase. The study used an unobtrusive eye tracker device, the Eye Tribe Tracker, with an accuracy of 0.1-1 degrees. By using the infrared light, the eye tracker offered data about participants’ eyes. All participants could move freely, scroll and continue to the next website when ready.

The eye tracking data showed that the group of websites with a high level of interactivity received the best results concerning the efficiency and effectiveness of the websites. The results also showed that the group of websites with a high level of interactivity received a normal eye movement trajectory, without intensive cognitive processing which would suggest a possible misunderstanding of the content.
Because this study presented several limitations, the authors intend to further develop their work by including more indicators (so that multiple parameters can be calculated), using a higher number of participants, other devices and much more.

In conclusion, this paper has important implications both in practice as well as in research. The results of this study can be useful to web designers, developers, retail companies, as it delivers a scientific way to assess the new trends and at the same time, offers directions concerning the websites interactivity dimensions.

Agata Asofroniei