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STUDYING THE USER EXPERIENCE IN ONLINE BANKING SERVICES: AN EYE-TRACKING APPLICATION

Țichindelean (beca) Monica, Cetină Iuliana and Țichindelean Mihai
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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

Authors registered in the RePEc Author Service: Mihai Tichindelean ()

Studies in Business and Economics, 2019, vol. 14, issue 2, 193-208

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.

Keywords: consumer attention; neuromarketing; eye-tracker; banking services; consumer memory (search for similar items in EconPapers)
Date: 2019
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