Colliding the eye tracking and qualitative methods in assessing online consumer behaviour
Colliding the eye tracking and qualitative methods in assessing online consumer behaviour
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眼动追踪和定性方法在评估在线消费者行为中的碰撞
DOI：
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发表时间：
2018
期刊：
影响因子：
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通讯作者：
D. Mladenović
中科院分区：
文献类型：
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作者：
Anida Krajina;D. Mladenović
从不同角度和不同环境下调查消费者行为的兴趣有所增加。随着我们生活在数字化世界，消费者行为的重要方面转向了数字平台。因此，顾客对网络刺激的反应是需要思考的问题。本文的目的是通过将眼动追踪技术与定性研究方法相结合，对选定的大学生样本进行在线消费者行为调查。受控制的刺激是教育网站。重点是眼动追踪数据和访谈的可用测量，它们的相互联系和相互依存。一个人在一天中接收到的信息过载给在线和数字交付物的创造者带来了压力。我们知道人类的感官会过滤信息或视觉元素，其中一些会进入意识，而另一些则不会被注意到。我们的研究证实眼动追踪（ET）技术在解释消费者行为方面的价值似乎被低估了。一般来说，消费者神经科学可以显著地促进消费者行为领域的研究，特别是在试图更好地理解决策过程中的人类行为方面。特别是，环境技术可以帮助开发新产品，包括网站，并使其适应目标市场的需要。使用眼动追踪来改善网站布局或内容的最大好处之一是，它不涉及询问或评级，而是使用。此外，考虑到其潜力，对ET的研究相对较少，但ET已经在以前没有考虑过的领域吸引了营销人员的注意。此外，我们的论文主张通过应用其他技术（如回顾性访谈）来加深对ET结果的理解。简而言之，我们建议数字营销人员在调查在线内容的感知时，使用眼动测量和回顾性访谈相结合的方法。眼球运动反映了个体的视觉注意路径，而回顾性访谈则让他们重新体验了这一经历。
Interest in investigating consumer behavior from different perspectives and in different settings has increased. As we are living in the digitalized world, the important aspect of consumer behavior shifts to the digital platforms. Therefore, how customers response to online stimuli is the question to think about. The goal of this paper is to investigate the consumer behaviour online by applying the combination of eye tracking technology and qualitative research methods on a selected sample of university students. The controlled stimulus is the educational website. The emphasis is on the available measurements from both eye tracking data and interviews, their interconnection and interdependence. The overload of information a person receives in a day puts a pressure on creators of online and digital deliverables. We do know that human senses filter the information or visual elements, some of them reach the conscious and some of them remain unnoticed. Our study confirms that the value of eye tracking (ET) technology in explaining the consumer behaviour appears to be underestimated. Generally speaking, consumer neuroscience can significantly benefit research in the field of consumer behavior, particularly in the attempt to better understand human behavior in decision making processes. In particular, ET technology can help to the development of new products, including websites as well and adjust them to the needs of the targeted market. One of the greatest benefits of using eye tracking to improve the layout or the content on the website is that it does not involve asking or rating, but using. Moreover, considering its potential, there is a relatively small number of studies of ET but ET is already attracting the attention of marketers in areas not previously considered. In addition, our paper advocates that the deeper understanding of the ET results is achieved by applying other techniques, such as retrospective interviews. In a nutshell, we propose to digital marketers to use the combination of the eye movement measurement and the retrospective interviews when investigating the perceptions of the online content. The eye movements tell about individual’s visual attention path, while the retrospective interviews let them re-live the experience.