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

被引：0

作者：

Choi, Do Young ^{[2
]}

Hahn, Min Hee ^{[3
]}

Lee, Kun Chang ^{[1
]}

机构：

[1] Sungkyunkwan Univ, SKK Business Sch, Dept Interact Sci, Seoul 110745, South Korea

[2] LG CNS Co Ltd, Solut Business Unit, Seoul 100725, South Korea

[3] Sungkyunkwan Univ, SKK Business Sch, Seoul 110745, South Korea

来源：

INTELLIGENT INFORMATION AND DATABASE SYSTEMS (ACIIDS 2012), PT III | 2012年 / 7198卷

基金：

新加坡国家研究基金会;

关键词：

Product Involvement; Buying Decision; Eye-Tracking;

D O I：

暂无

中图分类号：

TP18 [人工智能理论];

学科分类号：

081104 ; 0812 ; 0835 ; 1405 ;

摘要：

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.

引用

页码：37 / 46

页数：10

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