Chocarro Eguaras, Raquel
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Chocarro Eguaras
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Raquel
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Gestión de Empresas
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INARBE. Institute for Advanced Research in Business and Economics
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Publication Open Access Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product(California State University Press, 2022) Chocarro Eguaras, Raquel; Cortiñas Ugalde, Mónica; Villanueva Larre, Arantxa; Institute for Advanced Research in Business and Economics - INARBE; Institute of Smart Cities - ISCThe visual content of the product area is crucial in an e-commerce site. This paper studies the differences in attention to product images in the product area in e-commerce sites considering the effects of purchase stage and product category. Attention to product images on websites is measured using eye-tracking in two experiments with 58 students and 66 subjects, with four product categories and four purchase tasks in each one. Our results show that pictures, in general, attract attention first, before the product names and price information. Furthermore, images attract less total attention than textual information. Images attract less attention when they are not crucial for completing the task, such as when purchasing a determined product or when locating product tracking information. Younger people (less than 30) spend much less time viewing the product pictures than older age groups (50 or more). According to our results, e-retailers could improve their sites’ performance by adapting the products’ presentation to the purchase tasks and visitor characteristics.Publication Open Access Attention to online channels across the path to purchase: an eye-tracking study(Elsevier, 2019) Cortiñas Ugalde, Mónica; Cabeza Laguna, Rafael; Chocarro Eguaras, Raquel; Villanueva Larre, Arantxa; Ingeniaritza Elektrikoa, Elektronikoaren eta Telekomunikazio Ingeniaritzaren; Enpresen Kudeaketa; Institute for Advanced Research in Business and Economics - INARBE; Ingeniería Eléctrica, Electrónica y de Comunicación; Gestión de EmpresasCurrently, 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.