Utilizarea Tehnologiei ”Eye Tracking” Pentru A Măsura Interactivitatea Online: Un Cadru Teoretic
AbstractNotwithstanding that each and every company, even the sweetshop around the corner has found its way to the Internet, some customers still hesitate to shop online or to shop from one site and ignore the other. In order to build an online effective communication between the participants, one of the most important factors is interactivity. In the last decade it received extensive attention in the marketing literature, but few are the studies which have seen new methods to measure it. Eye tracking technology has been broadly used in the cognitive sciences. The purpose of this study is to investigate the existing literature in order to give insights into the eye tracking methodology when measuring the online interactivity. It also describes the eye tracking technology in general, extracts variousexamplesfrom the eye tracking research field, with different applications, highlights its importance when analyzing the online consumer behavior,giving examplesfrom various studies and finds the key points of the methodological difficulties. Finally, this work has an important merit for the future studies when taking into consideration the eye tracking technologyin the online interactivity research and further, it is relevant for marketers, regarding the enhancement of online interactive interfaces and web or mobile applications.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Editorial Department, Fundația Română pentru Inteligența Afacerii in its journal Management Intercultural.
Volume (Year): (2013)
Issue (Month): 27 (February)
Contact details of provider:
Web page: http://bxb.ro/
Eye tracking; Website interactivity; Eye movemen; Consumer behavior; Consumer behavior; Visual attention;
Find related papers by JEL classification:
- M14 - Business Administration and Business Economics; Marketing; Accounting - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
- A13 - General Economics and Teaching - - General Economics - - - Relation of Economics to Social Values
- D23 - Microeconomics - - Production and Organizations - - - Organizational Behavior; Transaction Costs; Property Rights
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Serghie Dan).
If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.
If references are entirely missing, you can add them using this form.
If the full references list an item that is present in RePEc, but the system did not link to it, you can help with this form.
If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your profile, as there may be some citations waiting for confirmation.
Please note that corrections may take a couple of weeks to filter through the various RePEc services.