Online sunglasses purchasing

Where do people look?

Mizhanim Mohamad Shahimin, Nursyakinah Saad, Sharanjeet-Kaur, Ashok Sivaji, Soo Shi Tzuaan, Chuan Ngip Khean

Research output: Chapter in Book/Report/Conference proceedingConference contribution

1 Citation (Scopus)

Abstract

Online purchasing has been a marketing phenomenon in Malaysia. However, not many ophthalmic and optical retailers utilize online marketing as opposed to the traditional method as a platform to market their products, such as sunglasses, ophthalmic frames or other optical aids. Retailers need to strategies in showcasing products by establishing factors attentive to their targeted customers. Analysis with an eye tracker is useful to determine the contributing factors to where customers look during selection of products online. The study aimed to determine the factors contributed when selecting sunglasses online. In this study, 23 undergraduate students (18-25 years) participated and were asked to choose the most preferred sunglasses from a selection of stimuli. During the selection process, the eye tracker captured the objective responses, i.e. eye movement. The relationship between time to first fixation and fixation duration recorded on selection factors such as shape attributes, price and brand were studied using the eye tracker (quantitative data) and were correlated with the heat maps data (qualitative data). The findings showed that the participants look at the sunglasses attributes significantly more (p>0.05) than other factors (brand and price). Generally, sunglasses attributes such as shape and color play an important role in participant's selection behaviors on the online purchasing system.

Original languageEnglish
Title of host publicationProceedings - 2014 3rd International Conference on User Science and Engineering: Experience. Engineer. Engage, i-USEr 2014
PublisherInstitute of Electrical and Electronics Engineers Inc.
Pages248-252
Number of pages5
ISBN (Print)9781479958122
DOIs
Publication statusPublished - 6 Jan 2015
Event2014 3rd International Conference on User Science and Engineering, i-USEr 2014 - Shah Alam, Selangor
Duration: 2 Sep 20145 Sep 2014

Other

Other2014 3rd International Conference on User Science and Engineering, i-USEr 2014
CityShah Alam, Selangor
Period2/9/145/9/14

Fingerprint

Purchasing
Marketing
Eye movements
Students
Color
Hot Temperature

Keywords

  • eye tracking
  • online purchasing
  • product selection
  • sunglasses

ASJC Scopus subject areas

  • Human-Computer Interaction
  • Software
  • Computer Networks and Communications

Cite this

Mohamad Shahimin, M., Saad, N., Sharanjeet-Kaur, Sivaji, A., Tzuaan, S. S., & Khean, C. N. (2015). Online sunglasses purchasing: Where do people look? In Proceedings - 2014 3rd International Conference on User Science and Engineering: Experience. Engineer. Engage, i-USEr 2014 (pp. 248-252). [7002711] Institute of Electrical and Electronics Engineers Inc.. https://doi.org/10.1109/IUSER.2014.7002711

Online sunglasses purchasing : Where do people look? / Mohamad Shahimin, Mizhanim; Saad, Nursyakinah; Sharanjeet-Kaur; Sivaji, Ashok; Tzuaan, Soo Shi; Khean, Chuan Ngip.

Proceedings - 2014 3rd International Conference on User Science and Engineering: Experience. Engineer. Engage, i-USEr 2014. Institute of Electrical and Electronics Engineers Inc., 2015. p. 248-252 7002711.

Research output: Chapter in Book/Report/Conference proceedingConference contribution

Mohamad Shahimin, M, Saad, N, Sharanjeet-Kaur, Sivaji, A, Tzuaan, SS & Khean, CN 2015, Online sunglasses purchasing: Where do people look? in Proceedings - 2014 3rd International Conference on User Science and Engineering: Experience. Engineer. Engage, i-USEr 2014., 7002711, Institute of Electrical and Electronics Engineers Inc., pp. 248-252, 2014 3rd International Conference on User Science and Engineering, i-USEr 2014, Shah Alam, Selangor, 2/9/14. https://doi.org/10.1109/IUSER.2014.7002711
Mohamad Shahimin M, Saad N, Sharanjeet-Kaur, Sivaji A, Tzuaan SS, Khean CN. Online sunglasses purchasing: Where do people look? In Proceedings - 2014 3rd International Conference on User Science and Engineering: Experience. Engineer. Engage, i-USEr 2014. Institute of Electrical and Electronics Engineers Inc. 2015. p. 248-252. 7002711 https://doi.org/10.1109/IUSER.2014.7002711
Mohamad Shahimin, Mizhanim ; Saad, Nursyakinah ; Sharanjeet-Kaur ; Sivaji, Ashok ; Tzuaan, Soo Shi ; Khean, Chuan Ngip. / Online sunglasses purchasing : Where do people look?. Proceedings - 2014 3rd International Conference on User Science and Engineering: Experience. Engineer. Engage, i-USEr 2014. Institute of Electrical and Electronics Engineers Inc., 2015. pp. 248-252
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