Consumer decision patterns through eye gaze analysis

Sylvain Castagnos, Pearl Pu
2010 Proceedings of the 2010 workshop on Eye gaze in intelligent human machine interaction - EGIHMI '10  
Eye tracking technology is a powerful tool used in the HCI field to measure the attention of users. This has of course numerous favorable financial consequences, since it helps developers of e-commerce websites to redesign their interfaces and layouts in accordance with users' habits and expectations. Most of the time, gaze data are consequently used to make an application more user-centered. In this paper, we propose a different approach consisting of analyzing consumers' behaviors and
more » ... aid agents' utility when introduced to an online perfume shop. The literature about purchase decision making is enriched by many studies focusing on the interactions between customers and sellers. However, few studies have been performed to examine consumers' online strategies through interactions with intelligent systems. The understanding of the sub-processes involved in the online purchase decision making process will help us to modify and improve the conception of decision aid agents. The results of our study show that each entity in common e-commerce websites has a specific role. In particular, a recommender system helps users to build the basket set and facilitates exploration. This tool is as influential as the description of products, or the list view of available items in a catalog.
doi:10.1145/2002333.2002346 fatcat:zwve6mhjgnapvlfwpwqt5tr4pa