abstract

Mobile consumer shopping journey in fashion retail: eye tracking mobile apps and websites

Authors:

Zofija Tupikovskaja-Omovie,

David TylerAuthors Info & Claims

ETRA '18: Proceedings of the 2018 ACM Symposium on Eye Tracking Research & Applications

Article No.: 89, Pages 1 - 3

https://doi.org/10.1145/3204493.3208335

Published: 14 June 2018 Publication History

Abstract

Despite the rapid adoption of smartphones among fashion consumers, their dissatisfaction with retailers' mobile apps and websites also increases. This suggests that understanding how mobile consumers use smartphones for shopping is important in developing digital shopping platforms fulfilling consumers' expectations. Research to date has not focused on eye tracking consumer shopping behavior using smartphones. For this research, we employed mobile eye tracking experiments in order to develop unique shopping journeys for each fashion consumer accounting for differences and similarities in their behavior. Based on scan path visualizations and shopping journeys we developed a precise account about the areas the majority of fashion consumers look at when browsing and inspecting product pages. Based on the findings, we identified mobile consumers' behaviour patterns, usability issues of the mobile channel and established what features the mobile retail channel needs to have to satisfy fashion consumers' needs by offering pleasing customer user experiences.

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Cited By

Tupikovskaja-Omovie Z(2022)Enhancing User Experience in Fashion m-Retail: Mapping Shopping User Journey Using Google Analytics, Eye Tracking Technology and Retrospective Think Aloud InterviewFashion Practice10.1080/17569370.2022.212946614:3(352-375)Online publication date: 11-Nov-2022
https://doi.org/10.1080/17569370.2022.2129466
Tupikovskaja-Omovie ZTyler D(2021)Experienced versus inexperienced mobile users: eye tracking fashion consumers’ shopping behaviour on smartphonesInternational Journal of Fashion Design, Technology and Education10.1080/17543266.2021.198061415:2(178-186)Online publication date: 28-Sep-2021
https://doi.org/10.1080/17543266.2021.1980614
Tupikovskaja-Omovie ZTyler D(2021)Eye tracking technology to audit google analyticsInternational Journal of Information Management: The Journal for Information Professionals10.1016/j.ijinfomgt.2020.10229459:COnline publication date: 30-Dec-2021
https://dl.acm.org/doi/10.1016/j.ijinfomgt.2020.102294
Show More Cited By

Index Terms

Mobile consumer shopping journey in fashion retail: eye tracking mobile apps and websites
1. Applied computing
  1. Electronic commerce
    1. Online shopping
  2. Operations research
    1. Decision analysis
    2. Marketing
2. Human-centered computing
  1. Ubiquitous and mobile computing
    1. Empirical studies in ubiquitous and mobile computing
    2. Ubiquitous and mobile devices
      1. Smartphones

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Information

Published In

cover image ACM Conferences

ETRA '18: Proceedings of the 2018 ACM Symposium on Eye Tracking Research & Applications

June 2018

595 pages

ISBN:9781450357067

DOI:10.1145/3204493

Conference Chairs:
Bonita Sharif
Youngstown State University
,
Krzysztof Krejtz
University of Social Sciences and Humanities, Warsaw, Poland

Copyright © 2018 Owner/Author.

Permission to make digital or hard copies of part or all of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for third-party components of this work must be honored. For all other uses, contact the Owner/Author.

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Association for Computing Machinery

New York, NY, United States

Publication History

Published: 14 June 2018

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ETRA '18

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ETRA '18: 2018 Symposium on Eye Tracking Research and Applications

June 14 - 17, 2018

Warsaw, Poland

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Overall Acceptance Rate 69 of 137 submissions, 50%

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Cited By

Tupikovskaja-Omovie Z(2022)Enhancing User Experience in Fashion m-Retail: Mapping Shopping User Journey Using Google Analytics, Eye Tracking Technology and Retrospective Think Aloud InterviewFashion Practice10.1080/17569370.2022.212946614:3(352-375)Online publication date: 11-Nov-2022
https://doi.org/10.1080/17569370.2022.2129466
Tupikovskaja-Omovie ZTyler D(2021)Experienced versus inexperienced mobile users: eye tracking fashion consumers’ shopping behaviour on smartphonesInternational Journal of Fashion Design, Technology and Education10.1080/17543266.2021.198061415:2(178-186)Online publication date: 28-Sep-2021
https://doi.org/10.1080/17543266.2021.1980614
Tupikovskaja-Omovie ZTyler D(2021)Eye tracking technology to audit google analyticsInternational Journal of Information Management: The Journal for Information Professionals10.1016/j.ijinfomgt.2020.10229459:COnline publication date: 30-Dec-2021
https://dl.acm.org/doi/10.1016/j.ijinfomgt.2020.102294
Hwang YLee K(2020)An eye-tracking paradigm to explore the effect of online consumers’ emotion on their visual behaviour between desktop screen and mobile screenBehaviour & Information Technology10.1080/0144929X.2020.181333041:3(535-546)Online publication date: 4-Sep-2020
https://doi.org/10.1080/0144929X.2020.1813330
Mueller SKrejtz KSharif B(2019)Inferring target locations from gaze dataProceedings of the 11th ACM Symposium on Eye Tracking Research & Applications10.1145/3314111.3319847(1-4)Online publication date: 25-Jun-2019
https://dl.acm.org/doi/10.1145/3314111.3319847

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