How eye tracking can predict consumer behaviour preferences on mobile devices

Ana Reyes-Menéndez, Pavel Žiaran, Rebeca Antolín-Prieto and Nuria Ruiz-Lacaci
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Ana Reyes-Menéndez: Rey Juan Carlos University, Spain
Pavel Žiaran: Mendel University in Brno, Faculty of Business Economics, Czech Republic
Rebeca Antolín-Prieto: Associate Professor, Rey Juan Carlos University, Spain
Nuria Ruiz-Lacaci: Rey Juan Carlos University, Spain

Applied Marketing Analytics: The Peer-Reviewed Journal, 2023, vol. 8, issue 3, 239-254

Abstract: The use of mobile devices and scope of multimedia tools is growing rapidly, which evokes the need to search for new approaches in the field of human–computer–mobile interactions. The objective of this paper is to test how appropriate eye-tracking technologies are for answering mobile questionnaires in the context of human–mobile interaction and consumer behaviour management. This research studies the possibility of answering screen-based questionnaires simply by looking at the question items using a mobile device in comparison to the classical online questionnaire in which the user needs to click the answers. We compared the data from the eye-tracking (implicit questionnaire — question items are simply placed on the screen without scale) and the classical screen-based questionnaire with continuous scale (explicit questionnaire). Data were processed on a biometric software platform. This research could have a broad range of implications in the multimedia and mobile industry, with both scientific and commercial applications. This research opens new avenues for further research into every interaction between mobile users and mobile websites and apps that substitute traditional online interactions with biometrics.

Keywords: eye tracking; mobile questionnaire; questionnaire; HCI; mobile interaction; mobile devices (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2023
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