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Studying The User Experience In Online Banking Services: An Eye-Tracking Application

Author

Listed:
  • ȚICHINDELEAN (BECA) MONICA

    (Bucharest University of Economic Studies, Romania)

  • CETINĂ IULIANA

    (Bucharest University of Economic Studies, Romania)

  • ȚICHINDELEAN MIHAI

    (Lucian Blaga University of Sibiu, Romania)

Abstract

Neuromarketing as research method contrbutes to understanding consumer behavior a step further than traditional marketing research. The aim of the current study is to explore the usability and cognitive understanding of banking services webpages. In this regard, the theoretical part of the article reviews the relevant literature related to neuromarketing as research method and the use of eye-tracker as research technique. Further on, a two-step research design was developed for studying the consumers’ attention and memory during and after viewing two Romanian banking services websites. The results showed that the way information is structured and presented on the webpages influence their usabiliy and cognitive understanding.

Suggested Citation

  • Țichindelean (Beca) Monica & Cetină Iuliana & Țichindelean Mihai, 2019. "Studying The User Experience In Online Banking Services: An Eye-Tracking Application," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 14(2), pages 193-208, August.
  • Handle: RePEc:blg:journl:v:14:y:2019:i:2:p:193-208
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