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dc.creatorCortiñas Ugalde, Mónicaes_ES
dc.creatorCabeza Laguna, Rafaeles_ES
dc.creatorChocarro Eguaras, Raqueles_ES
dc.creatorVillanueva Larre, Arantxaes_ES
dc.description.abstractCurrently, consumers display what is known as omnichannel behavior: the combined use of digital and physical channels providing them with multiple points of contact with firms. We combine the stimulus-organism-response (S-O-R) model and visual attention theory to study how customers’ attention to digital channels varies across different purchasing tasks. We use eye-tracking techniques to observe attention in an experimental setting. The experimental design is composed of four purchasing tasks in four different product categories and measures the attention to the website and time spent on each task in addition to several control variables. The results show that shoppers attend to more areas of the website for purposes of website exploration than for performing purchase tasks. The most complex and time-consuming task for shoppers is the assessment of purchase options. The actual purchase and post-purchase tasks require less time and the inspection of fewer areas of interest. Personal involvement also plays a role in determining these patterns by increasing attention to the product area.en
dc.description.sponsorshipThe authors acknowledge financial support for this research from the Spanish Ministry of Education and Science: Project ECO2015-65393-R.en
dc.format.extent62 p.
dc.relation.ispartofElectronic Commerce Research and Applications 36 (2019) 100864en
dc.rights© 2019 Elsevier B.V. This manuscript version is made available under the CC-BY-NC-ND 4.0.en
dc.subjectChannel perceptionen
dc.subjectCustomer journeyen
dc.subjectExperimental designen
dc.subjectOmni-channel behavioren
dc.subjectPurchase tasken
dc.titleAttention to online channels across the path to purchase: an eye-tracking studyen
dc.typeArtículo / Artikuluaes
dc.contributor.departmentUniversidad Pública de Navarra. Departamento de Ingeniería Eléctrica, Electrónica y de Comunicaciónes_ES
dc.contributor.departmentNafarroako Unibertsitate Publikoa. Ingeniaritza Elektriko, Elektroniko eta Telekomunikazio Sailaeu
dc.contributor.departmentUniversidad Pública de Navarra. Departamento de Gestión de Empresases_ES
dc.contributor.departmentNafarroako Unibertsitate Publikoa. Enpresen Kudeaketa Sailaeu
dc.contributor.departmentUniversidad Pública de Navarra / Nafarroako Unibertsitate Publikoa. Inarbe - Institute for Advanced Research in Business and Economicses_ES
dc.rights.accessRightsAcceso abierto / Sarbide irekiaes
dc.type.versionVersión aceptada / Onetsi den bertsioaes

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© 2019 Elsevier B.V. This manuscript version is made available under the CC-BY-NC-ND 4.0.
Except where otherwise noted, this item's license is described as © 2019 Elsevier B.V. This manuscript version is made available under the CC-BY-NC-ND 4.0.