From the attention to the recall: looking behind online consumer response

Kód výsledku v IS VaVaI

<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F00216224%3A14560%2F22%3A00134830" target="_blank" >RIV/00216224:14560/22:00134830 - isvavai.cz</a>

Výsledek na webu

<a href="https://www.tandfonline.com/doi/full/10.1080/0144929X.2021.1988146?scroll=top&needAccess=true" target="_blank" >https://www.tandfonline.com/doi/full/10.1080/0144929X.2021.1988146?scroll=top&needAccess=true</a>

DOI - Digital Object Identifier

<a href="http://dx.doi.org/10.1080/0144929X.2021.1988146" target="_blank" >10.1080/0144929X.2021.1988146</a>

Jazyk výsledku

angličtina

Název v původním jazyce

From the attention to the recall: looking behind online consumer response

Popis výsledku v původním jazyce

Purpose The purpose of this paper is to find how generation cohorts Y and Z process online content and to make a parallel between attention and recall in online consumer response framework. It also uncovers differences between two generations and offers valuable insights for managers. Design/methodology/approach Eye-tracking was combined with in-depth qualitative interviews to uncover values behind the attention and indicators of recall. The eye-tracking study was conducted in a behavioural lab on a simulated website, followed by interviews recording. Findings Despite similar attentional patterns, the two cohorts have different values that the content needs to satisfy to be preferred and remembered. The laddering provided a look into these values and deeper understanding of biometrical measures. Research limitations/implications The study is limited to laboratory settings and small sample size. Practical implications The results can inform decision-makers on how to optimise the digital content and increase content recall for the target age groups within cohorts Y and Z. Originality/value This is the first study that combines eye-tracking and laddering interviews in interpreting path from attention to the recall of online content.

Název v anglickém jazyce

From the attention to the recall: looking behind online consumer response

Popis výsledku anglicky

Purpose The purpose of this paper is to find how generation cohorts Y and Z process online content and to make a parallel between attention and recall in online consumer response framework. It also uncovers differences between two generations and offers valuable insights for managers. Design/methodology/approach Eye-tracking was combined with in-depth qualitative interviews to uncover values behind the attention and indicators of recall. The eye-tracking study was conducted in a behavioural lab on a simulated website, followed by interviews recording. Findings Despite similar attentional patterns, the two cohorts have different values that the content needs to satisfy to be preferred and remembered. The laddering provided a look into these values and deeper understanding of biometrical measures. Research limitations/implications The study is limited to laboratory settings and small sample size. Practical implications The results can inform decision-makers on how to optimise the digital content and increase content recall for the target age groups within cohorts Y and Z. Originality/value This is the first study that combines eye-tracking and laddering interviews in interpreting path from attention to the recall of online content.

Druh

J_imp - Článek v periodiku v databázi Web of Science

CEP obor

—

OECD FORD obor

50100 - Psychology and cognitive sciences

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2022

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název periodika

BEHAVIOUR &amp; INFORMATION TECHNOLOGY

ISSN

0144-929X

e-ISSN

1362-3001

Svazek periodika

41

Číslo periodika v rámci svazku

16

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

16

Strana od-do

3399-3414

Kód UT WoS článku

000705201800001

EID výsledku v databázi Scopus

2-s2.0-85116810713