How eye tracking can predict consumer behaviour preferences on mobile devices

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F62156489%3A43110%2F22%3A43922677" target="_blank" >RIV/62156489:43110/22:43922677 - isvavai.cz</a>
Result on the web
<a href="https://www.ingentaconnect.com/contentone/hsp/ama/2023/00000008/00000003/art00003" target="_blank" >https://www.ingentaconnect.com/contentone/hsp/ama/2023/00000008/00000003/art00003</a>
DOI - Digital Object Identifier
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Result language
angličtina
Original language name
How eye tracking can predict consumer behaviour preferences on mobile devices
Original language description
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.
Czech name
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Czech description
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Type
J<sub>SC</sub> - Article in a specialist periodical, which is included in the SCOPUS database
CEP classification
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OECD FORD branch
50204 - Business and management

Project
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Continuities
I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Publication year
2022
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

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