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Exploring the Impacts of Consumers’ Systematic and Intuitive Cognitive Styles on Their Visual Attention Patterns in Online Shopping Environments: Emphasis on Eye-Tracking Method
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- 발행기관
- 보안공학연구지원센터(IJMUE) 바로가기
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- 간행물
- International Journal of Multimedia and Ubiquitous Engineering SCOPUS 바로가기
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- 통권
- Vol.10 No.12 (2015.12)바로가기
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- 페이지
- pp.175-182
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A268345
※ 원문제공기관과의 협약기간이 종료되어 열람이 제한될 수 있습니다.
원문정보
초록
- 영어
- We are living in a hypercompetitive market. Therefore, companies running online shopping malls must muster their wisdom to make online shopping websites one of their strategic assets. To meet this objective, companies should understand online consumers’ cognitive styles, and then design their online websites according to the styles. In this sense, we focus on two cognitive styles such as systematic type and intuitive type. The former means that consumers may pay more attention to reasonable statements about target product before making decisions, while the latter indicates that consumers may react more sensitively to intuitive information such as images and abstract conjecture. For the sake of novel approach to conducting experiments, we adopted an eye-tracking approach which we believe is more reliable in providing relevant information capable of answering our research questions. For the utilitarian product like notebook computer, systematic type users may show higher TFD (Total Fixation Duration) and FC (Fixation Count) to consumer reviews than intuitive type users. Also, intuitive type users may be more sensitive to special purchase opportunity-giving events information with higher TFD and FC than systematic type users. Through our experiments with an eye-tracking method, we could conclude that a strategic redesign of the online shopping websites is necessary where consumers' cognitive styles need to be significantly considered.
목차
Abstract
1. Introduction
2. Research Background
3. Experiments
3.1. Online Shopping Screen
3.2. Experiment Procedures
4. Data Analysis
4.1. Eye-Tracking Results of Notebook
4.2. Eye-Tracking Results of Perfume in Each Cognitive Style
5. Discussion and Conclusions
References
키워드
Systematic/Intuitive Cognitive Style Online Shopping Behavior Eye-Tracking Approach저자
간행물 정보
발행기관
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- 발행기관명
- 보안공학연구지원센터(IJMUE) [Science & Engineering Research Support Center, Republic of Korea(IJMUE)]
- 설립연도
- 2006
- 분야
- 공학>컴퓨터학
- 소개
- 1. 보안공학에 대한 각종 조사 및 연구 2. 보안공학에 대한 응용기술 연구 및 발표 3. 보안공학에 관한 각종 학술 발표회 및 전시회 개최 4. 보안공학 기술의 상호 협조 및 정보교환 5. 보안공학에 관한 표준화 사업 및 규격의 제정 6. 보안공학에 관한 산학연 협동의 증진 7. 국제적 학술 교류 및 기술 협력 8. 보안공학에 관한 논문지 발간 9. 기타 본 회 목적 달성에 필요한 사업
간행물
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- 간행물명
- International Journal of Multimedia and Ubiquitous Engineering
- 간기
- 월간
- pISSN
- 1975-0080
- 수록기간
- 2008~2016
- 등재여부
- SCOPUS
- 십진분류
- KDC 505 DDC 605
이 권호 내 다른 논문 / International Journal of Multimedia and Ubiquitous Engineering Vol.10 No.12
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