Using eye‐movements to assess underlying factors in online purchasing behaviors

Abstract

Abstract The field of consumer neuroscience allows researchers to account for an individual’s explicit reported behaviors as well as their implicit behaviors that are reflected in the neural mechanisms that occur during the purchase decision phase of a consumer’s online shopping experience. The purpose of the current study was to use eye‐tracking technology in conjunction with self‐report purchase intention data to observe the relative impact of star rating, price, discount, and time pressure on purchase decisions. The results suggest that purchase intention was most affected by star rating, price, and discount with higher purchase intentions on items with higher star ratings, lower prices, and greater discounts. The eye movement data revealed that these factors, as well as time pressure, influenced where consumers directed their attention in making their purchasing decisions. These findings have significant implications for future ecommerce marketing strategy, especially across efforts to increase purchase intention.

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