USING EYE TRACKING TO MEASURE ONLINE INTERACTIVITY: A THEORETICAL FRAMEWORK

Adriana-Emilia Robu
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Adriana-Emilia Robu: Alexandru Ioan Cuza University of Iaşi, Romania

Network Intelligence Studies, 2013, issue 1, 118-129

Abstract: Notwithstanding that each and every company, even the sweetshop around the corner has found its way to the Internet, some customers still hesitate to shop online or to shop from one site and ignore the other. In order to build an online effective communication between the participants, one of the most important factors is interactivity. In the last decade it received extensive attention in the marketing literature, but few are the studies which have seen new methods to measure it. Eye tracking technology has been broadly used in the cognitive sciences. The purpose of this study is to investigate the existing literature in order to give insights into the eye tracking methodology when measuring the online interactivity. It also describes the eye tracking technology in general, extracts various examples from the eye tracking research field, with different applications, highlights its importance when analyzing the online consumer behavior, giving examples from various studies and finds the key points of the methodological difficulties. Finally, this work has an important merit for the future studies when taking into consideration the eye tracking technology in the online interactivity research and further, it is relevant for marketers, regarding the enhancement of online interactive interfaces and web or mobile applications.

Keywords: Eye tracking; Website interactivity; Eye movement; Consumer behavior; Visual attention (search for similar items in EconPapers)
JEL-codes: A13 D23 M14 (search for similar items in EconPapers)
Date: 2013
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