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Selected Issues in Experimental Economics pp 311–332Cite as

Eye Tracking Based Experimental Evaluation of the Parameters of Online Content Affecting the Web User Behaviour

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Abstract

Research related to the online systems and behaviours of their users could be implemented with the participation of online systems and measurement oriented on the final recipient. In addition to the traditional survey based methods, measuring systems associated with eye tracking that allow precise determination of visual paths and areas of websites or ads that absorb the attention of the recipient are used. In this chapter, the main assumptions of the use of eye tracking in experimental economics and the results of the experiment are presented. Designed experiment was aimed to the detection of relation between the characteristics of interactive advertising units, its location within the site and the level of interest of the recipient based on absorption and attention.

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Author information

Authors and Affiliations

  1. Department of Information Systems Engineering, Faculty of Computer Science and Information Technology, West Pomeranian University of Technology Szczecin, Żołnierska 49, 71-210, Szczecin, Poland

    Jarosław Jankowski, Jarosław Wątróbski & Katarzyna Witkowska

  2. Department of Technology, Jacob of Paradyż University of Applied Sciences in Gorzów Wielkopolski, Teatralna 25, 66-400, Gorzów Wielkopolski, Poland

    Paweł Ziemba

Authors
  1. Jarosław Jankowski
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  2. Jarosław Wątróbski
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  3. Katarzyna Witkowska
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  4. Paweł Ziemba
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Corresponding author

Correspondence to Jarosław Jankowski .

Editor information

Editors and Affiliations

  1. Institute of IT in Management, University of Szczecin, Mierzyn, Poland

    Kesra Nermend

  2. Faculty of Economics and Management, University of Szczecin, Szczecin, Poland

    Małgorzata Łatuszyńska

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Jankowski, J., Wątróbski, J., Witkowska, K., Ziemba, P. (2016). Eye Tracking Based Experimental Evaluation of the Parameters of Online Content Affecting the Web User Behaviour. In: Nermend, K., Łatuszyńska, M. (eds) Selected Issues in Experimental Economics. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-28419-4_20

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