Online grocery shopping possesses unique characteristics compared to other online retailers (e.g., multiple decisions per session, different product types, and varied arithmetical complexity). This research investigates the influence of product type (search or experience), arithmetic task complexity, and visual attention to product pictures on attitude toward the website. To test our hypotheses, 32 users participated in a laboratory experiment. Results suggest that visual attention to product pictures has a positive effect on attitude toward the website when shopping for experience goods and that it has a negative effect on attitude toward the website when arithmetic task complexity is high. Theoretical contributions and managerial implications are discussed.
Desrochers, Camille; Leger, Pierre-Majorique; Senecal, Ph.D., Sylvain; Pagé, Shirley-Anne; and Mirhoseini, Seyedmohammadmahdi, "The Influence of Product Type, Mathematical Complexity, and Visual Attention on the Attitude toward the Website: The Case of Online Grocery Shopping" (2015). SIGHCI 2015 Proceedings. 16.