Attention to online channels across the path to purchase: an eye-tracking study

Cortiñas Ugalde, Mónica; Cabeza Laguna, Rafael; Chocarro Eguaras, Raquel; Villanueva Larre, Arantxa

Publication:
Attention to online channels across the path to purchase: an eye-tracking study

dc.contributor.author	Cortiñas Ugalde, Mónica
dc.contributor.author	Cabeza Laguna, Rafael
dc.contributor.author	Chocarro Eguaras, Raquel
dc.contributor.author	Villanueva Larre, Arantxa
dc.contributor.department	Ingeniaritza Elektrikoa, Elektronikoaren eta Telekomunikazio Ingeniaritzaren	eu
dc.contributor.department	Enpresen Kudeaketa	eu
dc.contributor.department	Institute for Advanced Research in Business and Economics - INARBE	en
dc.contributor.department	Ingeniería Eléctrica, Electrónica y de Comunicación	es_ES
dc.contributor.department	Gestión de Empresas	es_ES
dc.date.accessioned	2020-04-17T10:27:12Z
dc.date.available	2021-07-01T23:00:15Z
dc.date.issued	2019
dc.description.abstract	Currently, 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.sponsorship	The authors acknowledge financial support for this research from the Spanish Ministry of Education and Science: Project ECO2015-65393-R.	en
dc.embargo.lift	2021-07-01
dc.embargo.terms	2021-07-01
dc.format.extent	62 p.
dc.format.mimetype	application/pdf	en
dc.identifier.doi	10.1016/j.elerap.2019.100864
dc.identifier.issn	1567-4223
dc.identifier.uri	https://academica-e.unavarra.es/handle/2454/36739
dc.language.iso	eng	en
dc.publisher	Elsevier	en
dc.relation.ispartof	Electronic Commerce Research and Applications 36 (2019) 100864	en
dc.relation.projectID	info:eu-repo/grantAgreement/MINECO//ECO2015-65393-R/ES/	en
dc.relation.publisherversion	https://doi.org/10.1016/j.elerap.2019.100864
dc.rights	© 2019 Elsevier B.V. This manuscript version is made available under the CC-BY-NC-ND 4.0.	en
dc.rights.accessRights	info:eu-repo/semantics/openAccess	en
dc.rights.accessRights	Acceso abierto / Sarbide irekia	es
dc.rights.uri	http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.subject	Channel perception	en
dc.subject	Customer journey	en
dc.subject	Experimental design	en
dc.subject	Eye-tracking	en
dc.subject	Omni-channel behavior	en
dc.subject	Purchase task	en
dc.title	Attention to online channels across the path to purchase: an eye-tracking study	en
dc.type	info:eu-repo/semantics/article	en
dc.type	Artículo / Artikulua	es
dc.type.version	info:eu-repo/semantics/acceptedVersion	en
dc.type.version	Versión aceptada / Onetsi den bertsioa	es
dspace.entity.type	Publication
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