Attention to online channels across the path to purchase: an eye-tracking study
Fecha
2019Autor
Versión
Acceso abierto / Sarbide irekia
Tipo
Artículo / Artikulua
Versión
Versión aceptada / Onetsi den bertsioa
Impacto
|
10.1016/j.elerap.2019.100864
Resumen
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 obser ...
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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. [--]
Materias
Channel perception,
Customer journey,
Experimental design,
Eye-tracking,
Omni-channel behavior,
Purchase task
Editor
Elsevier
Publicado en
Electronic Commerce Research and Applications 36 (2019) 100864
Departamento
Universidad Pública de Navarra. Departamento de Ingeniería Eléctrica, Electrónica y de Comunicación /
Nafarroako Unibertsitate Publikoa. Ingeniaritza Elektrikoa, Elektronikoa eta Telekomunikazio Ingeniaritza Saila /
Universidad Pública de Navarra. Departamento de Gestión de Empresas /
Nafarroako Unibertsitate Publikoa. Enpresen Kudeaketa Saila /
Universidad Pública de Navarra/Nafarroako Unibertsitate Publikoa. Institute for Advanced Research in Business and Economics - INARBE
Versión del editor
Entidades Financiadoras
The authors acknowledge financial support for this research from the Spanish Ministry of Education and Science: Project ECO2015-65393-R.