Attention to online channels across the path to purchase: an eye-tracking study

Currently, consumers display what is known as omnichannel behavior: the combined use of digital and physical channels providing them with multiple points of contact with firms. We combine the stimulus-organism-response (S-O-R) model and visual attention theory to study how customers’ attention to di...

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Detalles Bibliográficos
Autores: Cortiñas Ugalde, Mónica, Cabeza Laguna, Rafael, Chocarro Eguaras, Raquel, Villanueva Larre, Arantxa
Tipo de recurso: artículo
Estado:Versión aceptada para publicación
Fecha de publicación:2019
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:2454/36739
Acceso en línea:https://hdl.handle.net/2454/36739
Access Level:acceso abierto
Palabra clave:Channel perception
Customer journey
Experimental design
Eye-tracking
Omni-channel behavior
Purchase task
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spelling Attention to online channels across the path to purchase: an eye-tracking studyCortiñas Ugalde, MónicaCabeza Laguna, RafaelChocarro Eguaras, RaquelVillanueva Larre, ArantxaChannel perceptionCustomer journeyExperimental designEye-trackingOmni-channel behaviorPurchase taskCurrently, consumers display what is known as omnichannel behavior: the combined use of digital and physical channels providing them with multiple points of contact with firms. We combine the stimulus-organism-response (S-O-R) model and visual attention theory to study how customers’ attention to digital channels varies across different purchasing tasks. We use eye-tracking techniques to observe attention in an experimental setting. The experimental design is composed of four purchasing tasks in four different product categories and measures the attention to the website and time spent on each task in addition to several control variables. The results show that shoppers attend to more areas of the website for purposes of website exploration than for performing purchase tasks. The most complex and time-consuming task for shoppers is the assessment of purchase options. The actual purchase and post-purchase tasks require less time and the inspection of fewer areas of interest. Personal involvement also plays a role in determining these patterns by increasing attention to the product area.The authors acknowledge financial support for this research from the Spanish Ministry of Education and Science: Project ECO2015-65393-R.ElsevierIngeniaritza Elektrikoa, Elektronikoaren eta Telekomunikazio IngeniaritzarenEnpresen KudeaketaInstitute for Advanced Research in Business and Economics - INARBEIngeniería Eléctrica, Electrónica y de ComunicaciónGestión de Empresas2019info:eu-repo/semantics/articleinfo:eu-repo/semantics/acceptedVersionapplication/pdfhttps://hdl.handle.net/2454/36739reponame:Academica-e. Repositorio Institucional de la Universidad Pública de Navarrainstname:Universidad Pública de NavarraInglésinfo:eu-repo/grantAgreement/MINECO//ECO2015-65393-R© 2019 Elsevier B.V. This manuscript version is made available under the CC-BY-NC-ND 4.0.https://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:academica-e.unavarra.es:2454/367392026-06-17T12:41:47Z
dc.title.none.fl_str_mv Attention to online channels across the path to purchase: an eye-tracking study
title Attention to online channels across the path to purchase: an eye-tracking study
spellingShingle Attention to online channels across the path to purchase: an eye-tracking study
Cortiñas Ugalde, Mónica
Channel perception
Customer journey
Experimental design
Eye-tracking
Omni-channel behavior
Purchase task
title_short Attention to online channels across the path to purchase: an eye-tracking study
title_full Attention to online channels across the path to purchase: an eye-tracking study
title_fullStr Attention to online channels across the path to purchase: an eye-tracking study
title_full_unstemmed Attention to online channels across the path to purchase: an eye-tracking study
title_sort Attention to online channels across the path to purchase: an eye-tracking study
dc.creator.none.fl_str_mv Cortiñas Ugalde, Mónica
Cabeza Laguna, Rafael
Chocarro Eguaras, Raquel
Villanueva Larre, Arantxa
author Cortiñas Ugalde, Mónica
author_facet Cortiñas Ugalde, Mónica
Cabeza Laguna, Rafael
Chocarro Eguaras, Raquel
Villanueva Larre, Arantxa
author_role author
author2 Cabeza Laguna, Rafael
Chocarro Eguaras, Raquel
Villanueva Larre, Arantxa
author2_role author
author
author
dc.contributor.none.fl_str_mv Ingeniaritza Elektrikoa, Elektronikoaren eta Telekomunikazio Ingeniaritzaren
Enpresen Kudeaketa
Institute for Advanced Research in Business and Economics - INARBE
Ingeniería Eléctrica, Electrónica y de Comunicación
Gestión de Empresas
dc.subject.none.fl_str_mv Channel perception
Customer journey
Experimental design
Eye-tracking
Omni-channel behavior
Purchase task
topic Channel perception
Customer journey
Experimental design
Eye-tracking
Omni-channel behavior
Purchase task
description Currently, consumers display what is known as omnichannel behavior: the combined use of digital and physical channels providing them with multiple points of contact with firms. We combine the stimulus-organism-response (S-O-R) model and visual attention theory to study how customers’ attention to digital channels varies across different purchasing tasks. We use eye-tracking techniques to observe attention in an experimental setting. The experimental design is composed of four purchasing tasks in four different product categories and measures the attention to the website and time spent on each task in addition to several control variables. The results show that shoppers attend to more areas of the website for purposes of website exploration than for performing purchase tasks. The most complex and time-consuming task for shoppers is the assessment of purchase options. The actual purchase and post-purchase tasks require less time and the inspection of fewer areas of interest. Personal involvement also plays a role in determining these patterns by increasing attention to the product area.
publishDate 2019
dc.date.none.fl_str_mv 2019
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/acceptedVersion
format article
status_str acceptedVersion
dc.identifier.none.fl_str_mv https://hdl.handle.net/2454/36739
url https://hdl.handle.net/2454/36739
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv info:eu-repo/grantAgreement/MINECO//ECO2015-65393-R
dc.rights.none.fl_str_mv © 2019 Elsevier B.V. This manuscript version is made available under the CC-BY-NC-ND 4.0.
https://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv © 2019 Elsevier B.V. This manuscript version is made available under the CC-BY-NC-ND 4.0.
https://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Elsevier
publisher.none.fl_str_mv Elsevier
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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