آمار

تعداد نشریات26
تعداد شماره‌ها395
تعداد مقالات3,459
تعداد مشاهده مقاله5,355,499
تعداد دریافت فایل اصل مقاله3,664,674
Najafi, Farangis, Shetab Boushehri, Seyede Nahid, Khatibi, Amin, Azmsha, Tahereh. (1403). Comparison of Customers' Visual Attention in the Online Shopping Process of Sports Products with a Neuromarketing Approach. سامانه مدیریت نشریات علمی, 8(3), 1-14. doi: 10.22098/jast.2024.15700.1372
Farangis Najafi; Seyede Nahid Shetab Boushehri; Amin Khatibi; Tahereh Azmsha. "Comparison of Customers' Visual Attention in the Online Shopping Process of Sports Products with a Neuromarketing Approach". سامانه مدیریت نشریات علمی, 8, 3, 1403, 1-14. doi: 10.22098/jast.2024.15700.1372
Najafi, Farangis, Shetab Boushehri, Seyede Nahid, Khatibi, Amin, Azmsha, Tahereh. (1403). 'Comparison of Customers' Visual Attention in the Online Shopping Process of Sports Products with a Neuromarketing Approach', سامانه مدیریت نشریات علمی, 8(3), pp. 1-14. doi: 10.22098/jast.2024.15700.1372
Najafi, Farangis, Shetab Boushehri, Seyede Nahid, Khatibi, Amin, Azmsha, Tahereh. Comparison of Customers' Visual Attention in the Online Shopping Process of Sports Products with a Neuromarketing Approach. سامانه مدیریت نشریات علمی, 1403; 8(3): 1-14. doi: 10.22098/jast.2024.15700.1372

Comparison of Customers' Visual Attention in the Online Shopping Process of Sports Products with a Neuromarketing Approach

Journal of Advanced Sport Technology
دوره 8، شماره 3 - شماره پیاپی 18، آذر 2024، صفحه 1-14    اصل مقاله (1.03 M)
نوع مقاله: Original research papers
شناسه دیجیتال (DOI): 10.22098/jast.2024.15700.1372
نویسندگان
Farangis Najafi* 1؛ Seyede Nahid Shetab Boushehri2؛ Amin Khatibi2؛ Tahereh Azmsha3
1PhD Candidate, Department of Sports Management, Faculty of Sports Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran
2Associate Professor, Department of Sports Management, Faculty of Sports Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran
3Assistant Professor, Department of Sports Management, Faculty of Sports Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran
چکیده
Websites are one of the important interfaces in human-computer interaction. Therefore, finding the optimal structure and content of a website to attract the visual attention of customers has become one of the basic challenges of researchers, neuromarketers, and sports marketers. However, few studies have investigated the visual attention of customers during the online shopping process from sports websites. Therefore, the current research, employing an eye tracker, aimed to compare the visual attention of customers in viewing images and descriptions of online sports products. Visual attention data of 65 participants (33 women and 32 men) with the two factors of fixation count (FC) and total fixation duration (TFD) while visiting two content elements of the Merooj sportswear website, i.e. images (without/with human models) and product descriptions (product name, sizing information and product price) were extracted. In the next step, the extracted data were analyzed through paired sample t-test. The results showed that the customers' visual attention was more on the product images rather than on the description. In addition, there was no difference between customers' visual attention to images without human models and images with human models. From the results and analysis of the findings, it can be suggested to the company owners and designers of sports websites to optimize the content of their websites by presenting attractive images or using famous human models. Additionally, utilizing virtual simulation technologies and artificial intelligence in clothing display images in online shopping can enhance the customer experience and help them make firmer decisions.
کلیدواژه‌ها
Website optimization؛ Sportswear؛ Eye tracking؛ Human models؛ Sports Consumer behavior
مراجع
  1. Sung B, Wilson NJ, Yun JH, Lee EJ. What can neuroscience offer marketing research? Asia Pacific
    Journal of Marketing and Logistics. 2020;32(5):1089-111. https://doi.org/10.1108/APJML-04-2019-0227
    2. Funk DC, Alexandris K, McDonald H. Introduction to sport consumer behaviour. Sport Consumer
    Behaviour: Routledge; 2022;3-18. https://www.taylorfrancis.com/chapters/edit/10.4324/9781003092537-
    2/introduction-sport-consumer-behaviour-daniel-funk-kostas-alexandris-heath-mcdonald                                       3. Wang F, Zhou J, Fan C. Exploring the factors influencing public intention for spectator sports
    consumption based on grounded theory. Scientific Reports. 2024;14(1):8221. https://doi.org/10.1038/s41598-
    024-59049-9
    4. Funk D, Lock D, Karg A, Pritchard M. Sport consumer behavior research: Improving our game.
    Journal of Sport Management. 2016;30(2):113-6. https://doi.org/10.1123/jsm.2016-0028
    5. Statista. Sports industry revenue worldwide in 2022, with a forecast for 2028 [Internet]. 2024.
    Available from: https://www.statista.com/statistics/370560/worldwide-sports-marketrevenue/#:~:text=In%202022%2C%20the%20industry's%20revenue,over%20680%20billion%20U.S.%20do
    llars.
    6. Cherubino P, Martinez-Levy AC, Caratù M, Cartocci G, Di Flumeri G, Modica E, et al. Consumer
    behaviour through the eyes of neurophysiological measures: State‐of‐the‐art and future trends. Computational
    intelligence and neuroscience. 2019;2019(1):1976847. https://doi.org/10.1155/2019/1976847
    7. Bočková K, Škrabánková J, Hanák M. Theory and practice of neuromarketing: Analyzing human
    behavior in relation to markets. Emerging Science Journal. 2021;5(1):44-56.
    https://pdfs.semanticscholar.org/fa3f/7a4db8addb81c5feb4ea56674b7d357a392f.pdf
    8. Peša A, Valčić M, Smokrović AM, Laura I. Overview of the Use of Eye-Tracking Technology for
    Monitoring Consumer Views. Naše gospodarstvo/Our economy. 2024;70(1):61-70.
    https://intapi.sciendo.com/pdf/10.2478/ngoe-2024-0006
    9. Kant S, Yadete FD. Neuro-marketing in understanding consumer behavior: Systematic literature
    review. Radinka Journal of Science and Systematic Literature Review. 2023;1(1):1-13.
    https://doi.org/10.56778/rjslr.v1i1.86
    10. Lombard W. Comparison of the importance of beef price labelling aspects: An eye-tracking approach.
    Heliyon. 2022;8(7). https://www.cell.com/heliyon/fulltext/S2405-8440(22)01071-4
    11. Mansor AA, Isa SM. Fundamentals of neuromarketing: what is it all about? Neuroscience Research
    Notes. 2020;3(4):22-8. https://doi.org/10.31117/neuroscirn.v3i4.58
    12. Scott N, Zhang R, Le D, Moyle B. A review of eye-tracking research in tourism. Current Issues in
    Tourism. 2019;22(10):1244-61. https://doi.org/10.1080/13683500.2017.1367367
    13. Popa L, Selejan O, Scott A, Mureşanu DF, Balea M, Rafila A. Reading beyond the glance: eye tracking
    in neurosciences. Neurological Sciences. 2015;36(5):683-8. https://doi.org/10.1007/s10072-015-2076-6
    14. Wang Y, Yu S, Ma N, Wang J, Hu Z, Liu Z, et al. Prediction of product design decision Making: An
    investigation of eye movements and EEG features. Advanced Engineering Informatics. 2020;45:101095.
    https://doi.org/10.1016/j.aei.2020.101095
    15. Hwang YM, Lee KC. Using an eye-tracking approach to explore gender differences in visual attention
    and shopping attitudes in an online shopping environment. International Journal of Human–Computer
    Interaction. 2018;34(1):15-24.
    https://doi.org/10.1080/10447318.2017.1314611
    16. Zahedi Nooghabi M, Fattahi R, Salehi Fadardi J, Nowkarizi M. Analysis of usersâ Eye movementes
    and their capabilitiesâ role during Interaction with Website Interfaces. Iranian Journal of Information
    Processing and Management. 2022;37(3):979-1010.
    https://jipm.irandoc.ac.ir/article_699691_en.html?lang=en
    17. Miller, GA., A history of psychology in autobiography. 1nd ed. 1989, Stanford University Press.
    8:390-418. https://doi.org/10.1037/11347-011                                                                                                                18. Çeliköz N, Erişen Y, Şahin M. Cognitive learning theories with emphasis on latent learning, gestalt
    and information processing theories. Journal of Educational and Instructional Studies in the World. 2019;9(3).
    https://avesis.yildiz.edu.tr/yayin/b7a5a4ef-a206-40a3-9d57-24891a62903c/cognitive-learning-theories-withemphasis-on-latentlearning-gestalt-and-information-processing-theories
    19. Kim M, Lennon S. The effects of visual and verbal information on attitudes and purchase intentions
    in internet shopping. Psychology & Marketing. 2008;25(2):146-78.
    https://doi.org/10.1002/mar.20204
    20. Pallant JI, Danaher PJ, Sands SJ, Danaher TS. An empirical analysis of factors that influence retail
    website visit types. Journal of Retailing and Consumer Services. 2017;39:62-70.
    https://doi.org/10.1016/j.jretconser.2017.07.003
    21. Song J, Zahedi FM. A theoretical approach to web design in e-commerce: A belief reinforcement
    model. Management science. 2005;51(8):1219-35. https://doi.org/10.1287/mnsc.1050.0427
    22. Wang Q, Xu Z, Cui X, Wang L, Ouyang C. Does a big Duchenne smile really matter on e-commerce
    websites? An eye-tracking study in China. Electronic Commerce Research. 2017;17:609-26.
    https://doi.org/10.1007/s10660-016-9237-4
    23. Peker S, Menekse Dalveren GG, İnal Y. The effects of the content elements of online banner ads on
    visual attention: evidence from an-eye-tracking study. Future Internet. 2021;13(1):18.
    https://doi.org/10.3390/fi13010018
    24. Bucko J, Kakalejčík L, Ferencová M. Online shopping: Factors that affect consumer purchasing
    behaviour. Cogent Business & Management. 2018;5(1):1535751.
    https://doi.org/10.1080/23311975.2018.1535751
    25. Xia H, Pan X, Zhou Y, Zhang ZJ. Creating the best first impression: Designing online product photos
    to increase sales. Decision Support Systems. 2020;131:113235. https://doi.org/10.1016/j.dss.2019.113235
    26. Adhami M. Using neuromarketing to discover how we really feel about apps. International journal of
    mobile marketing. 2013;8(1):95-103.
    https://www.mmaglobal.com/files/vol8no1/IJMM-Summer-2013.pdf#page=96
    27. Cortinas M, Cabeza R, Chocarro R, Villanueva A. Attention to online channels across the path to
    purchase: An eye-tracking study. Electronic Commerce Research and Applications. 2019;36:100864.
    https://doi.org/10.1016/j.elerap.2019.100864
    28. Modi N, Singh J. Understanding online consumer behavior at e-commerce portals using eye-gaze
    tracking. International Journal of Human–Computer Interaction. 2023;39(4):721-42.
    https://doi.org/10.1080/10447318.2022.2047318
    29. Velásquez JD, Weber R, Yasuda H, Aoki T. Acquisition and maintenance of knowledge for online
    navigation suggestions. IEICE Transactions on Information and Systems. 2005;88(5):993-1003.
    https://search.ieice.org/bin/summary.php?id=e88-d_5_993
    30. Slanzi G, Balazs JA, Velásquez JD. Combining eye tracking, pupil dilation and EEG analysis for
    predicting web users click intention. Information Fusion. 2017;35:51-7.
    https://doi.org/10.1016/j.inffus.2016.09.003                                                                                                                     31. Simonov A, Valletti TM, Veiga A. Attention Spillovers from News to Ads: Evidence from an EyeTracking Experiment. Available at SSRN 3836531. 2023.
    https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3836531
    32. Mičík M, Kunešová H. Using an eye tracker to optimise career websites as a communication channel
    with Generation Y. Economic research-Ekonomska istraživanja. 2021;34(1):66-89.
    https://hrcak.srce.hr/file/432972
    33. Hernández-Méndez J, Muñoz-Leiva F. What type of online advertising is most effective for eTourism
    2.0? An eye tracking study based on the characteristics of tourists. Computers in human Behavior.
    2015;50:618-25. https://doi.org/10.1016/j.chb.2015.03.017
    34. Beşer A, Sengewald J, Lackes R, editors. Drawing Attention on (Visually) Competitive Online
    Shopping Platforms–An Eye-Tracking Study Analysing the Effects of Visual Cues on the Amazon
    Marketplace. International Conference on Business Informatics Research; 2022: Springer.
    https://link.springer.com/chapter/10.1007/978-3-031-16947-2_11
    35. Green BC, Murray N, Warner S. Understanding website useability: An eye-tracking study of the
    Vancouver 2010 Olympic Games website. International Journal of Sport Management and Marketing.
    2011;10(3-4):257-71. https://doi.org/10.1504/IJSMM.2011.044793
    36. Goree S, Doosti B, Crandall D, Su NM, editors. Investigating the homogenization of web design: A
    mixed-methods approach. Proceedings of the 2021 CHI Conference on Human Factors in Computing Systems;
    2021. https://doi.org/10.1145/3411764.3445156
    37. Schröter I, Grillo NR, Limpak MK, Mestiri B, Osthold B, Sebti F, et al. Webcam eye tracking for
    monitoring visual attention in hypothetical online shopping tasks. Applied Sciences. 2021;11(19):9281.
    https://doi.org/10.3390/app11199281
    38. Li H, Che D, Yuan X, Li Y. Research on book shopping website interface based on the eye tracker.
    International Journal of Information Technology and Management. 2018;17(3):197-216.
    https://doi.org/10.1504/IJITM.2018.092886
    39. Moghadas M, Kalateh Seyfari M. Analysis of the impact of media on consumer attitudes toward the
    brand and purchaseintention (Case study: Sports apparel Manufacturer Majid). Communication Management
    in Sport Media. 2017;5(1):63-72.
    https://journals.pnu.ac.ir/article_4433_25e6e9327393e4d632e5df397d29618b.pdf
    40. Gidlöf K, Anikin A, Lingonblad M, Wallin A. Looking is buying. How visual attention and choice are
    affected by consumer preferences and properties of the supermarket shelf. Appetite. 2017;116:29-38.
    https://doi.org/10.1016/j.appet.2017.04.020
    41. Meißner M, Oll J. The promise of eye-tracking methodology in organizational research: A taxonomy,
    review, and future avenues. Organizational Research Methods. 2019;22(2):590-617.
    https://doi.org/10.1177/1094428117744882
    42. Boardman R, McCormick H, Henninger CE. Exploring attention on a retailer’s homepage: an eyetracking & qualitative research study. Behaviour & Information Technology. 2023;42(8):1064-80.
    https://doi.org/10.1080/0144929X.2022.2059396
    43. Menon RV, Sigurdsson V, Larsen NM, Fagerstrøm A, Foxall GR. Consumer attention to price in
    social commerce: Eye tracking patterns in retail clothing. Journal of Business Research. 2016;69(11):5008-13.
    https://doi.org/10.1016/j.jbusres.2016.04.072                                                                                                                  44. Meißner M, Pfeiffer J, Pfeiffer T, Oppewal H. Combining virtual reality and mobile eye tracking to
    provide a naturalistic experimental environment for shopper research. Journal of Business Research.
    2019;100:445-58. https://doi.org/10.1016/j.jbusres.2017.09.028
    45. Luan J, Yao Z, Zhao F, Liu H. Search product and experience product online reviews: An eye-tracking
    study on consumers' review search behavior. Computers in Human Behavior. 2016;65:420-30.
    https://doi.org/10.1016/j.chb.2016.08.037
    46. Lee D, Hosanagar K. How do product attributes and reviews moderate the impact of recommender
    systems through purchase stages? Management Science. 2021;67(1):524-46.
    https://doi.org/10.1287/mnsc.2019.3546
    47. Wang Q, Yang Y, Wang Q, Ma Q. The effect of human image in B2C website design: an eye-tracking
    study. Enterprise Information Systems. 2014;8(5):582-605.
    https://doi.org/10.1080/17517575.2014.925585
    48. Boardman R, Mccormick H. The impact of product presentation on decision-making and purchasing.
    Qualitative Market Research: An International Journal. 2019;22(3):365-80.
    https://doi.org/10.1108/QMR-09-2017-0124
    49. Huang Y-T. The female gaze: Content composition and slot position in personalized banner ads, and
    how they influence visual attention in online shoppers. Computers in Human Behavior. 2018;82:1-15.
    https://doi.org/10.1016/j.chb.2017.12.038
    50. Momin S, Sinha RR, Rani R. Virtual Attempt On Human Body Utilizing Single Picture For Clothes.
    Journal of Survey in Fisheries Sciences. 2023;10(1S):6239-46.
    https://doi.org/10.53555/sfs.v10i1S.2255
    51. Ghodhbani H, Neji M, Qahtani AM, Almutiry O, Dhahri H, Alimi AM. Dress-up: deep neural
    framework for image-based human appearance transfer. Multimedia tools and applications.
    2023;82(15):23151-78. https://doi.org/10.1007/s11042-022-14127-w
    52. Zhu S, Mok PY. Predicting realistic and precise human body models under clothing based on
    orthogonal-view photos. Procedia Manufacturing. 2015; 3:3812-9.
    https://doi.org/10.1016/j.promfg.2015.07.884
    53. Minar MR, Tuan TT, Ahn H, Rosin P, Lai YK. 3D reconstruction of clothes using a human body
    model and its application to image-based virtual try-on. InProc. IEEE/CVF Conf. Comput. Vis. Pattern
    Recognit.(CVPR) Workshops 2020 Jun.
    https://scholar.google.com/scholar?hl=en&as_sdt=0%2C5&q=53.%09Minar+MR%2C+Tuan+TT%2C+Ahn
    +H%2C+Rosin+P%2C+Lai+YK.+3D+reconstruction+of+clothes+using+a+human+body+model+and+its+a
    pplication+to+imagebased+virtual+tryon.+InProc.+IEEE%2FCVF+Conf.+Comput.+Vis.+Pattern+Recognit.%28CVPR%29+Wo
    rkshops+2020+Jun.&btnG=
    54. Tanner RJ, Maeng A. A tiger and a president: Imperceptible celebrity facial cues influence trust and
    preference. Journal of Consumer Research. 2012;39(4):769-83.
    https://doi.org/10.1086/665412
آمار
تعداد مشاهده مقاله: 271
تعداد دریافت فایل اصل مقاله: 108


سامانه مدیریت نشریات علمی. قدرت گرفته از سیناوب