Abstract
This study aims to investigate user visual attention level in their mobile shopping activities based on our eye-tracking experiment, which may potentially contribute to the development in mobile commerce website design. We found that the distribution of products information in a page may have a great impact on visual search behavior and reaction time. Reaction time is normally at a minimum when target element is put on the top left. Conversely, it tends to increase when target element is put on the bottom right. Moreover, visual attention focus between computer based web pages and mobile ones is also different based on our research in characteristics of eye-tracking. Previous study has reported that user focus is mostly on higher position entries in a search engine result page, however in our research, users concern the items displayed at the central area more than the top. This is probably because that the size of a mobile shopping page is not as big as a computer based web page, also with more limited information. This finding may be a hint to enhance mobile commerce website design.
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Acknowledgement
This work was supported by the National Basic Research Program of China (973 Program) (No.2014CB744600), the National Natural Science Foundation of China (grant No.60973138, grant No.61003240), the International Cooperation Project of Ministry of Science and Technology (No.2013DFA11140), the National Basic Research Program of China (973 Program) (No.2011CB711000).
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Zhu, J. et al. (2016). Exploring User Mobile Shopping Activities Based on Characteristic of Eye-Tracking. In: Zu, Q., Hu, B. (eds) Human Centered Computing. HCC 2016. Lecture Notes in Computer Science(), vol 9567. Springer, Cham. https://doi.org/10.1007/978-3-319-31854-7_50
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