How eye tracking can predict consumer behaviour preferences on mobile devices

Kód výsledku v 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>

Výsledek na webu

<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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Jazyk výsledku

angličtina

Název v původním jazyce

How eye tracking can predict consumer behaviour preferences on mobile devices

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

How eye tracking can predict consumer behaviour preferences on mobile devices

Popis výsledku anglicky

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.

Druh

J_SC - Článek v periodiku v databázi SCOPUS

CEP obor

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OECD FORD obor

50204 - Business and management

Projekt

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Návaznosti

I - Institucionalni podpora na dlouhodoby koncepcni rozvoj vyzkumne organizace

Rok uplatnění

2022

Kód důvěrnosti údajů

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

Název periodika

Applied Marketing Analytics

ISSN

2054-7544

e-ISSN

2054-7552

Svazek periodika

8

Číslo periodika v rámci svazku

3

Stát vydavatele periodika

GB - Spojené království Velké Británie a Severního Irska

Počet stran výsledku

16

Strana od-do

239-254

Kód UT WoS článku

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EID výsledku v databázi Scopus

2-s2.0-85150877087