Despite a strong shift to mobile shopping trends, many in-depth questions about mobile shoppers' visual behaviors in mobile shopping environments remain unaddressed. This study aims to answer two challenging research questions (RQs): (a) how much does shopping motivation like goal orientation and recreation influence mobile shoppers' visual behavior toward displays of shopping information on a mobile shopping screen and (b) how much of mobile shoppers' visual behavior influences their purchase intention for the products displayed on a mobile shopping screen? An eye-tracking approach is adopted to answer the RQs empirically. The experimental results showed that goal-oriented shoppers paid closer attention to products' information areas to meet their shopping goals. Their purchase intention was positively influenced by their visual attention to the two areas of interest such as product information and consumer opinions. In contrast, recreational shoppers tended to visually fixate on the promotion area, which positively influences their purchase intention. The results contribute to understanding mobile shoppers' visual behaviors and shopping intentions from the perspective of mindset theory.
Get full access to this article
View all access options for this article.
References
1.
KaoDT. The impact of transaction trust on consumers' intentions to adopt M-commerce: a cross-cultural investigation. Cyberpsychol Behav, 2009; 12:225–229.
2.
TianL, ShiJ, YangZ. Why does half the world's population have a mobile phone? An examination of consumers' attitudes toward mobile phones. Cyberpsychol Behav, 2009; 12:513–516.
3.
eMarketer. (2014) Total US retail sales top $4.5 trillion in 2013, outpace GDP growth. www.emarketer.com/Article/Total-US-Retail-Sales-Top-3645-Trillion-2013-Outpace-GDP-Growth/1010756#sthash.nM12fv0t.dpuf (accessed Apr.10, 2014).
4.
Centre for Retail Research. (2015) Mobile retailing 2015. www.retailresearch.org/mobileretailing.php (accessed Dec. 12, 2015).
5.
SungJ, ChoK. The influence of media type on attitude toward mobile advertisements over time. Cyberpsychol Behav, 2012; 15:31–36.
6.
KourouthanassisPE, GiaglisGM. Introduction to the special issue mobile commerce: the past, present, and future of mobile commerce research. Int J Electron Comm, 2012; 16:5–18.
7.
WuJH, WangSC. What drives mobile commerce? An empirical evaluation of the revised technology acceptance model. Inform Manage, 2005; 42:719–729.
8.
YangK, KimHY. Mobile shopping motivation: an application of multiple discriminant analysis. Int J Retail Distrib Manag, 2012; 40:778–789.
9.
OlssonT, LagerstamE, KärkkäinenT, et al.Expected user experience of mobile augmented reality services: a user study in the context of shopping centres. Pers Ubiquit Comput, 2013; 17:287–304.
10.
ZhangJ, WedelM, PietersR. Sales effects of attention to feature advertisements: a Bayesian mediation analysis. J Market Res, 2009; 46:669–681.
11.
KimJ, ThomasP, SankaranarayanaR, et al.Eye‐tracking analysis of user behavior and performance in web search on large and small screens. J Assoc Inform Sci Technol, 2015; 66:526–544.
12.
QuQX, ZhangL, ChaoWY, et al. (2017) User experience design based on eye-tracking technology: a case study on smartphone apps. In DuffyVG, ed. Advances in applied digital human modeling and simulation. Cham: Springer International Publishing, pp. 303–315.
13.
SohnS, SeegebarthB, MoritzM. The Impact of perceived visual complexity of mobile online Shops on user's satisfaction. Psychol Market, 2017; 34:195–214.
14.
HwangYM, LeeKC. Using an eye tracking approach to explore gender differences in visual attention and shopping attitudes in an online shopping environment. Int J Hum Comput Interact, 2017; [Epub ahead of print]; DOI: 10.1080/10447318.2017.1314611
15.
HwangYM, LeeKC. Exploring the impacts of consumers' systematic and intuitive cognitive styles on their visual attention patterns in online shopping environments: emphasis on eye-tracking method. Int J Multi Ubiquit Eng, 2015; 10:175–182.
16.
HwangYM, LeeKC. (2015) An eye-tracking approach to investigating the effects of goal oriented motivation and recreational motivation on consumer's online behavior. Proceedings of the 9th International Conference on Management, Marketing and Finances (MMF’15). Heraklion, Crete: WSEAS Press, pp. 56–60.
17.
ScarpiD, PizziG, VisentinM. Shopping for fun or shopping to buy: is it different online and offline?. J Retail Consum Serv, 2014; 21:258–267.
18.
BüttnerOB, FlorackA, GöritzAS. Shopping orientation and mindsets: how motivation influences consumer information processing during shopping. Psychol Market, 2013; 30:779–793.
19.
LongmanCS, LavricA, MonsellS. More attention to attention? An eye-tracking investigation of selection of perceptual attributes during a task switch. J Exp Psychol Learn Mem Cogn, 2013; 39:1142–1151.
20.
LeeJH, KimJ. Socio-demographic gaps in mobile use, causes, and consequences: a multi-group analysis of the mobile divide model. Inform Commun Soc, 2014; 17:917–936.
21.
MooreSG. Attitude predictability and helpfulness in online reviews: the role of explained actions and reactions. J Consum Res, 2015; 42:30–44.
22.
Tobii Technology. (2014) Tobii studio 3.3.0 user manual. Danderyd, Sweden: Tobii Technology AB.
23.
YimMYC, YooSC, SauerPL, et al.Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores. J Acad Market Sci, 2014; 42:528–544.
24.
YangSF. An eye-tracking study of the elaboration likelihood model in online shopping. Electron Comm Res Appl, 2015; 14:233–240.
25.
HolmqvistK, NyströmM, AnderssonR, et al. (2011) Eye tracking: A comprehensive guide to methods and measures. Oxford: Oxford University Press.
26.
GuoQ, JinH, LagunD, et al. (2013) Mining touch interaction data on mobile devices to predict web search result relevance. Proceedings of the 36th International ACM SIGIR Conference on Research and Development in Information Retrieval. New York: ACM Press, pp. 153–162.
27.
KimM, LennonS. The effects of visual and verbal information on attitudes and purchase intentions in internet shopping. Psychol Market, 2008; 25:146–178.
28.
KorfiatisN, GarciA-BariocanalE. Sanchez-Alonso S. Evaluating content quality and helpfulness of online product reviews: the interplay of review helpfulness vs. review content. Electron Comm Res Appl, 2012; 11:205–217.
Van RompayTJL, Tanja-DijkstraK, VerhoevenJWM, et al.On store design and consumer motivation: spatial control and arousal in the retail context. Environ Behav, 2012; 44:800–820.
ChenCM, LinYJ. Effects of different text display types on reading comprehension, sustained attention and cognitive load in mobile reading contexts. Interact Learn Environ, 2016; 24:553–571.
