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Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product

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dc.contributor.authorChocarro Eguaras, Raquel
dc.contributor.authorCortiñas Ugalde, Mónica
dc.contributor.authorVillanueva Larre, Arantxa
dc.contributor.departmentInstitute for Advanced Research in Business and Economics - INARBEen
dc.contributor.departmentInstitute of Smart Cities - ISCen
dc.date.accessioned2023-03-07T10:59:04Z
dc.date.available2023-03-07T10:59:04Z
dc.date.issued2022
dc.date.updated2023-03-07T10:16:24Z
dc.description.abstractThe 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.en
dc.description.sponsorshipThis work is part of the R+D+i project PID2019-108554RB-I00 financed by the AEI, DOI 10.13039/501100011033en
dc.format.mimetypeapplication/pdfen
dc.identifier.citationChocarro, R., Cortiñas, M., Villanueva, A. (2022) Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product. Journal of Electronic Commerce Research, 23(4), 257-281en
dc.identifier.issn1526-6133
dc.identifier.urihttps://academica-e.unavarra.es/handle/2454/44873
dc.language.isoengen
dc.publisherCalifornia State University Pressen
dc.relation.ispartofJournal of Electronic Commerce Research 23(4), 257-281en
dc.relation.projectIDinfo:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica y Técnica y de Innovación 2017-2020/PID2019-108554RB-I00/ES/en
dc.rightsCon permiso del editoren
dc.rights.accessRightsAcceso abierto / Sarbide irekiaes
dc.rights.accessRightsinfo:eu-repo/semantics/openAccessen
dc.subjectAttentionen
dc.subjectProduct imageen
dc.subjectPurchase tasken
dc.subjectEye-trackingen
dc.subjectWeb designen
dc.titleAttention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of producten
dc.typeinfo:eu-repo/semantics/article
dc.type.versionVersión publicada / Argitaratu den bertsioaes
dc.type.versioninfo:eu-repo/semantics/publishedVersionen
dspace.entity.typePublication
relation.isAuthorOfPublicationc53c4f63-559c-4673-bbfc-fc4bdda8d291
relation.isAuthorOfPublication6730a5e7-4517-4bd5-98f7-153b481be60b
relation.isAuthorOfPublicationd3bfd5bf-8426-455b-bcc4-897ddb0d4c2e
relation.isAuthorOfPublication.latestForDiscoveryc53c4f63-559c-4673-bbfc-fc4bdda8d291

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