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Watching People Making Decisions: A Gogglebox on Online Consumer Interaction

In: Advances in Information Systems Development

Author

Listed:
  • Chris Barry

    (National University of Ireland)

  • Mairéad Hogan

    (National University of Ireland)

Abstract

This paper presents a research study using eye tracking technology to observe user interaction with online decisions. Using a subjective measurement scale (NASA-TLX), cognitive load is measured for participants as they encounter micro-decisions in the online transactional process. It elaborates and improves on a pilot study that was used to test the experiment design. Prior research that led to a taxonomy of decision constructs encountered by participants in the online domain is also discussed. The main findings in this paper relate to participants’ subjective cognitive load and task error rates. The overall rationale for the study is to probe ethics in information systems design.

Suggested Citation

  • Chris Barry & Mairéad Hogan, 2020. "Watching People Making Decisions: A Gogglebox on Online Consumer Interaction," Lecture Notes in Information Systems and Organization, in: Alena Siarheyeva & Chris Barry & Michael Lang & Henry Linger & Christoph Schneider (ed.), Advances in Information Systems Development, pages 198-212, Springer.
  • Handle: RePEc:spr:lnichp:978-3-030-49644-9_12
    DOI: 10.1007/978-3-030-49644-9_12
    as

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