Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product

The visual content of the product area is crucial in an e-commerce site. This paper studies the differences in attention to product images in the product area in e-commerce sites considering the effects of purchase stage and product category. Attention to product images on websites is measured using...

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Detalles Bibliográficos
Autores: Chocarro Eguaras, Raquel, Cortiñas Ugalde, Mónica, Villanueva Larre, Arantxa
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2022
País:España
Institución:Universidad Pública de Navarra
Repositorio:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
OAI Identifier:oai:academica-e.unavarra.es:2454/44873
Acceso en línea:https://hdl.handle.net/2454/44873
Access Level:acceso abierto
Palabra clave:Attention
Product image
Purchase task
Eye-tracking
Web design
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spelling Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of productChocarro Eguaras, RaquelCortiñas Ugalde, MónicaVillanueva Larre, ArantxaAttentionProduct imagePurchase taskEye-trackingWeb designThe visual content of the product area is crucial in an e-commerce site. This paper studies the differences in attention to product images in the product area in e-commerce sites considering the effects of purchase stage and product category. Attention to product images on websites is measured using eye-tracking in two experiments with 58 students and 66 subjects, with four product categories and four purchase tasks in each one. Our results show that pictures, in general, attract attention first, before the product names and price information. Furthermore, images attract less total attention than textual information. Images attract less attention when they are not crucial for completing the task, such as when purchasing a determined product or when locating product tracking information. Younger people (less than 30) spend much less time viewing the product pictures than older age groups (50 or more). According to our results, e-retailers could improve their sites’ performance by adapting the products’ presentation to the purchase tasks and visitor characteristics.This work is part of the R+D+i project PID2019-108554RB-I00 financed by the AEI, DOI 10.13039/501100011033California State University PressInstitute for Advanced Research in Business and Economics - INARBEInstitute of Smart Cities - ISC2022info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfhttps://hdl.handle.net/2454/44873reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarrainstname:Universidad Pública de NavarraInglésinfo:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica y Técnica y de Innovación 2017-2020/PID2019-108554RB-I00Con permiso del editorinfo:eu-repo/semantics/openAccessoai:academica-e.unavarra.es:2454/448732026-06-17T12:41:47Z
dc.title.none.fl_str_mv Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product
title Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product
spellingShingle Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product
Chocarro Eguaras, Raquel
Attention
Product image
Purchase task
Eye-tracking
Web design
title_short Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product
title_full Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product
title_fullStr Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product
title_full_unstemmed Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product
title_sort Attention to product images in an online retailing store: an eye-tracking study considering consumer goals and type of product
dc.creator.none.fl_str_mv Chocarro Eguaras, Raquel
Cortiñas Ugalde, Mónica
Villanueva Larre, Arantxa
author Chocarro Eguaras, Raquel
author_facet Chocarro Eguaras, Raquel
Cortiñas Ugalde, Mónica
Villanueva Larre, Arantxa
author_role author
author2 Cortiñas Ugalde, Mónica
Villanueva Larre, Arantxa
author2_role author
author
dc.contributor.none.fl_str_mv Institute for Advanced Research in Business and Economics - INARBE
Institute of Smart Cities - ISC
dc.subject.none.fl_str_mv Attention
Product image
Purchase task
Eye-tracking
Web design
topic Attention
Product image
Purchase task
Eye-tracking
Web design
description The visual content of the product area is crucial in an e-commerce site. This paper studies the differences in attention to product images in the product area in e-commerce sites considering the effects of purchase stage and product category. Attention to product images on websites is measured using eye-tracking in two experiments with 58 students and 66 subjects, with four product categories and four purchase tasks in each one. Our results show that pictures, in general, attract attention first, before the product names and price information. Furthermore, images attract less total attention than textual information. Images attract less attention when they are not crucial for completing the task, such as when purchasing a determined product or when locating product tracking information. Younger people (less than 30) spend much less time viewing the product pictures than older age groups (50 or more). According to our results, e-retailers could improve their sites’ performance by adapting the products’ presentation to the purchase tasks and visitor characteristics.
publishDate 2022
dc.date.none.fl_str_mv 2022
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/2454/44873
url https://hdl.handle.net/2454/44873
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv info:eu-repo/grantAgreement/AEI/Plan Estatal de Investigación Científica y Técnica y de Innovación 2017-2020/PID2019-108554RB-I00
dc.rights.none.fl_str_mv Con permiso del editor
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Con permiso del editor
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv California State University Press
publisher.none.fl_str_mv California State University Press
dc.source.none.fl_str_mv reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
instname:Universidad Pública de Navarra
instname_str Universidad Pública de Navarra
reponame_str Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
collection Academica-e. Repositorio Institucional de la Universidad Pública de Navarra
repository.name.fl_str_mv
repository.mail.fl_str_mv
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