Abstract
The proliferation of diverse mobile devices has had a significant impact on e-commerce. Due to the small size and ease of portability of mobile devices, mobile shopping is fundamentally different from traditional PC-based shopping. Existing studies based on survey methodology and clickstream data analysis have limitations in understanding shopping mechanism due to structural design and cognitive constraints of consumers. In this regard, this study aims to investigate the actual behavior of consumers in the processes from search to purchase in PC and mobile environment using Mobile Eye Tracker. Specifically, we will look at how attention decay changes in both environments, and how this varies with product placement and product type. Our findings will help us understand the different mechanisms for mobile and PC-based shopping. Also, these will help practitioners establish optimal product placement strategies based on the type of device and product.
Recommended Citation
park, kyuhong; Lee, Dong-joo; Lee, Joowon; Ju, Jaehyeon; and Ahn, Jae-Hyeon, "Do Mobile Devices Change Shopping Behavior? An Eye-tracking Approach" (2019). AMCIS 2019 Proceedings. 22.
https://aisel.aisnet.org/amcis2019/human_computer_interact/human_computer_interact/22
Do Mobile Devices Change Shopping Behavior? An Eye-tracking Approach
The proliferation of diverse mobile devices has had a significant impact on e-commerce. Due to the small size and ease of portability of mobile devices, mobile shopping is fundamentally different from traditional PC-based shopping. Existing studies based on survey methodology and clickstream data analysis have limitations in understanding shopping mechanism due to structural design and cognitive constraints of consumers. In this regard, this study aims to investigate the actual behavior of consumers in the processes from search to purchase in PC and mobile environment using Mobile Eye Tracker. Specifically, we will look at how attention decay changes in both environments, and how this varies with product placement and product type. Our findings will help us understand the different mechanisms for mobile and PC-based shopping. Also, these will help practitioners establish optimal product placement strategies based on the type of device and product.