Eye Tracking Based Experimental Evaluation of the Parameters of Online Content Affecting the Web User Behaviour

Jarosław Jankowski (), Jarosław Wątróbski (), Katarzyna Witkowska and Paweł Ziemba
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Jarosław Jankowski: West Pomeranian University of Technology Szczecin
Jarosław Wątróbski: West Pomeranian University of Technology Szczecin
Katarzyna Witkowska: West Pomeranian University of Technology Szczecin
Paweł Ziemba: Jacob of Paradyż University of Applied Sciences in Gorzów Wielkopolski

Chapter Chapter 20 in Selected Issues in Experimental Economics, 2016, pp 311-332 from Springer

Abstract: Abstract Research related to the online systems and behaviours of their users could be implemented with the participation of online systems and measurement oriented on the final recipient. In addition to the traditional survey based methods, measuring systems associated with eye tracking that allow precise determination of visual paths and areas of websites or ads that absorb the attention of the recipient are used. In this chapter, the main assumptions of the use of eye tracking in experimental economics and the results of the experiment are presented. Designed experiment was aimed to the detection of relation between the characteristics of interactive advertising units, its location within the site and the level of interest of the recipient based on absorption and attention.

Keywords: Eye tracking; Website evaluation; Advertising content (search for similar items in EconPapers)
Date: 2016
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-28419-4_20

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DOI: 10.1007/978-3-319-28419-4_20

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