Abstract: The paper aims to clarify the relationship between product involvement level and consumer tendency toward online review. It proposes the products in two classes and examines the level of user attention and significant difference between attribute-based areas and experience-based areas in each category. It uses an eye-tracking experiment to simulate the experience of online shopping behavior in order to view the consumers' shopping behavior. Thus, a scenario was designed, and 23 participants were asked step by step to purchase some products and add them to their shopping cart. The fixation durations are used to examine the amount of visual attention of the user in each area of interest (AOI) determined considering two classes of high involvement and low involvement products, and paired sample T-test was used to examine the effect of the product’s types on the online review content. The study results explained that users of high involvement products consider the attribute-based points more highly than the experience-based points.
Abstract: Visual attention allows user to select the most relevant
information to ongoing behaviour. This paper presents a study on; i)
the performance of people measurements, ii) accurateness of people
measurement of the peaks that correspond to chemical quantities
from the Magnetic Resonance Spectroscopy (MRS) graphs and iii)
affects of people measurements to the algorithm-based diagnosis.
Participant-s eye-movement was recorded using eye-tracker tool
(Eyelink II). This experiment involves three participants for
examining 20 MRS graphs to estimate the peaks of chemical
quantities which indicate the abnormalities associated with
Cerebellar Tumours (CT). The status of each MRS is verified by
using decision algorithm. Analysis involves determination of
humans-s eye movement pattern in measuring the peak of
spectrograms, scan path and determining the relationship of
distributions of fixation durations with the accuracy of measurement.
In particular, the eye-tracking data revealed which aspects of the
spectrogram received more visual attention and in what order they
were viewed. This preliminary investigation provides a proof of
concept for use of the eye tracking technology as the basis for
expanded CT diagnosis.