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Attempts to Attract Eyesight in E-Commerce May Have Negative Effects

Sulikowski, Piotr; Ryczko, Konrad; Bąk, Iwona; Yoo, Soojeong; Zdziebko, Tomasz; (2022) Attempts to Attract Eyesight in E-Commerce May Have Negative Effects. Sensors , 22 (22) , Article 8597. 10.3390/s22228597. Green open access

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Abstract

E-commerce shop owners often want to attract user attention to a specific product to enhance the chances of sales, to cross-sell, or up-sell. The way of presenting a recommended item is as important as the recommendation algorithms are to gain that attention. In this study, we examined the following types of highlights: background, shadow, animation, and border, as well as the position of the item in a 5 × 2 grid in a furniture online store, and their relationships with user fixations and user interest. We wanted to verify the effects highlighting had on attracting user attention. Various levels of intensity were considered for each highlight: low, medium, and strong. Methods used for data collection were both implicit and explicit: eye tracking, tracking cart’s contents, and a supplementary survey. Experimental results showed that a low-intensity background highlight should be the first-choice solution to best attract user attention in the presented shopping scenario, resulting in the best fixation times and most users’ selections. However, in the case of the highest-intensity animations, highlighting seemed to have negative effects; despite successful attempts to attract eyesight and a long fixation time, users did not add the highlighted products to cart.

Type: Article
Title: Attempts to Attract Eyesight in E-Commerce May Have Negative Effects
Open access status: An open access version is available from UCL Discovery
DOI: 10.3390/s22228597
Publisher version: https://doi.org/10.3390/s22228597
Language: English
Additional information: This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
Keywords: Highlighting; user attention; e-commerce; eye tracking; website; human-computer interaction
UCL classification: UCL
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences
UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences > UCL Interaction Centre
URI: https://discovery.ucl.ac.uk/id/eprint/10159829
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