A Comparison of Buying Decision Patterns by Product Involvement: An Eye-Tracking Approach

This research investigated whether buying the decision process differs by the level of product involvement. We analyzed visual attention based on the eye-tracking technique to explore the cognitive characteristics of buying decisions. More specifically, we observed visual attention of involvement by conducting experiments in a website environment. Through eye-tracking experiments, we applied physiological data in order to test our research hypotheses regarding the buying decision process and product involvement, measuring fixation length as visual attention. The results of the eye-tracking experiment showed that the decision process for high involvement products is more complicated than that for low involvement products.