How eye tracking can predict consumer behaviour preferences on mobile devices
Abstract
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.
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Author's Biography
Ana Reyes-Menéndez has a PhD in business economics from Rey Juan Carlos University specialising in neuromarketing and digital marketing. She completed post-doctoral research at the Universidade Portucalense and at RCC (Real Colegio Complutense) at Harvard University. Her research is focused on online consumer behaviour, information science, data science, neuromarketing and digital marketing. She has published papers in the European Management Journal, Journal of Business Research, PeerJ Computer Science and International Journal of Information Management. She was the organising chair of the Consumer Behavior Online (CBO) International Conference.
Pavel Žiaran is a lecturer in the field of applied psychology at the Faculty of Business and Economics at Mendel University in Brno and a lecturer in the field of managerial psychology at Newton College in Brno and Masaryk University. He is responsible for neuromarketing research at the Faculty of Management at the University of Prešov. He is a member of the Czech and Moravian Psychological Association and Association of Career Advisors in the Czech and Slovak Republic.
Rebeca Antolín-Prieto is a full-time associate professor in the Department of Business Administration and Marketing at the Rey Juan Carlos University in Madrid. She has a PhD in advertising communication from the University Complutense of Madrid. She has been a lecturer in various business schools and universities. She is a researcher with indexed scientific papers and chapters and her research is currently focused on digital marketing and strategy, and creativity in advertising and new media platforms.
Nuria Ruiz-Lacaci is a marketing professor at the Rey Juan Carlos University in the Faculty of Social Sciences in Madrid. Her research is focused on online consumer behaviour, neuromarketing and digital marketing in the tourism sector, and the development of machine learning and biometric techniques for tourism management. She is a reviewer for indexed journals with impact rankings and has also acted as editor for various special issues and a reviewer at international congresses.
Citation
Reyes-Menéndez, Ana, Žiaran, Pavel, Antolín-Prieto, Rebeca and Ruiz-Lacaci, Nuria (2023, January 1). How eye tracking can predict consumer behaviour preferences on mobile devices. In the Applied Marketing Analytics: The Peer-Reviewed Journal, Volume 8, Issue 3. https://doi.org/10.69554/MRIY4024.
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