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Drawing Attention on (Visually) Competitive Online Shopping Platforms – An Eye-Tracking Study Analysing the Effects of Visual Cues on the Amazon Marketplace

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Perspectives in Business Informatics Research (BIR 2022)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 462))

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Abstract

Amazon has become the market leader among online shopping platforms. Potential customers can search for products on Amazon and compare different offers. However, the highly (visually) competitive marketplace can make it difficult for sellers to stand out from the crowd. In an eye-tracking experiment, we investigate how visual cues (e.g. “Bestseller” badge) influence customers’ behaviour by attracting attention, and how they affect their product choice. The experiment with a sample size of N = 60 participants was conducted on a German university campus. With the obtained eye-tracking data, we use a lognormal mixed-effects model and perform a logistic regression for estimating the effects of visual cues on Amazon search pages. The results indicate that visual cues marginally influence the viewing duration and decision time of customers but can have a considerable impact on the product choice.

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Authors and Affiliations

  1. Technische Universität Dortmund, 44227, Dortmund, Germany

    Alper Beşer, Julian Sengewald & Richard Lackes

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  1. Alper Beşer
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  2. Julian Sengewald
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  3. Richard Lackes
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Correspondence to Alper Beşer .

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Editors and Affiliations

  1. Riga Technical University, Riga, Latvia

    Ērika Nazaruka

  2. Rostock University, Rostock, Germany

    Kurt Sandkuhl

  3. Jönköping University, Jönköping, Sweden

    Ulf Seigerroth

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Beşer, A., Sengewald, J., Lackes, R. (2022). Drawing Attention on (Visually) Competitive Online Shopping Platforms – An Eye-Tracking Study Analysing the Effects of Visual Cues on the Amazon Marketplace. In: Nazaruka, Ē., Sandkuhl, K., Seigerroth, U. (eds) Perspectives in Business Informatics Research. BIR 2022. Lecture Notes in Business Information Processing, vol 462. Springer, Cham. https://doi.org/10.1007/978-3-031-16947-2_11

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  • DOI: https://doi.org/10.1007/978-3-031-16947-2_11

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