@inproceedings{d1f1c1b2d82f43699551197675d775fc,
title = "Exploring user mobile shopping activities based on characteristic of eye-tracking",
abstract = "This study aims to investigate user visual attention level in their mobile shopping activities based on our eye-tracking experiment, which may potentially contribute to the development in mobile commerce website design. We found that the distribution of products information in a page may have a great impact on visual search behavior and reaction time. Reaction time is normally at a minimum when target element is put on the top left. Conversely, it tends to increase when target element is put on the bottom right. Moreover, visual attention focus between computer based web pages and mobile ones is also different based on our research in characteristics of eye-tracking. Previous study has reported that user focus is mostly on higher position entries in a search engine result page, however in our research, users concern the items displayed at the central area more than the top. This is probably because that the size of a mobile shopping page is not as big as a computer based web page, also with more limited information. This finding may be a hint to enhance mobile commerce website design.",
keywords = "Eye-tracking, Mobile commerce website design, Mobile shopping",
author = "Jing Zhu and Xue Han and Rong Ma and Xiaowei Li and Tong Cao and Shuting Sun and Bin Hu",
note = "Publisher Copyright: {\textcopyright} Springer International Publishing Switzerland 2016.; 2nd International Conference on Human Centered Computing, HCC 2016 ; Conference date: 07-01-2016 Through 09-01-2016",
year = "2016",
doi = "10.1007/978-3-319-31854-7_50",
language = "English",
isbn = "9783319318530",
series = "Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics)",
publisher = "Springer Verlag",
pages = "556--566",
editor = "Bo Hu and Qiaohong Zu",
booktitle = "Human Centered Computing - 2nd International Conference, HCC 2016, Revised Selected Papers",
address = "Germany",
}