Gender Preferences in Web Design: Usability Testing through Eye Tracking

A successful website not only contains useful information but also displays this information in a way that is easily recognized by its users. One way to accomplish this is by investigating users’ visual preferences when using a web page. While each user may have unique tastes, they all can be organized into demographic groups with associated visual penchants. For example, literature provides evidence that there is a difference in layout preference between men and women. Using this literature, in this study, we examine whether such gender preferences can influence the recognition of specific information provided by specific items on a web page. To test our hypothesis we conduct a laboratory experiment. In addition to collecting subjective data, as in most prior studies, we also use an eye tracker that collects information regarding users\u27 fixation. The results of this study as well as their implications are discussed

Demographic Preferences in Web Design: Usability Testing through Eye Tracking at Fidelity Investments Inc.

This project examined the effectiveness of bricklets on Fidelity Investments NetBenefits web platform. Grounded in previous research, five hypotheses were developed to investigate demographic differences in web design preferences between male and female users in various age groups. Through a laboratory experiment using an eye tracker, the results of this study provided evidence for demographic differences (age and gender) in web design preferences. Based on these results, the study provided future recommendations for the use of bricklets on Fidelity\u27s NetBenefits Site

Eye Tracking and Web Experience

User experience research aims to understand a user’s point of view. Because eye tracking allows us to literally see through a user’s eyes, it can serve as a valuable tool in web studies, particularly in web design and development. To understand how eye tracking can be pivotal in website studies, this paper scientifically explains how the human visual system works and how eye tracker technologies can record what we register with our eyes. It then explains how web design can benefit from the data that eye tracking studies deliver. Finally, the paper discusses trends for eye tracking in future web experience research

The First 10 Years of NeuroIS: A Systematic Literature Review of NeuroIS Publications (2007 - 2017)

NeuroIS is an emerging and promising academic field that has attracted increasing attention. The year 2017 signifies the 10th year of existence of NeuroIS as a research field in information systems area. In this study, we conduct a systematic literature review of the NeuroIS academic research publications of last 10 years (2007-2017). As a result, we categorize the existent NeuroIS literature into 8 groups, explore the correlations among various NeuroIS concepts/ constructs, and demonstrate how the study enhances our understanding of the granulated inter-relationships between pairs of NeuroIS elements. The implications of the result to the NeuroIS research community are discussed

Faces and Viewing Behavior: An Exploratory Investigation

User experience is becoming increasingly important in gaining a competitive advantage in the marketplace. One way to improve user experience is by including images of faces. People are drawn to faces because paying attention to faces has played a significant role in human evolution. Hence, areas on a web page that typically receive less attention from users, such as the right side or below the fold, may benefit from the inclusion of images of faces. Although faces may be useful in attracting attention to particular places on a web page, they may also distract attention from key information. To test this possibility, we conducted two eye tracking studies in which images of faces were placed on areas of a web page that are shown to receive less attention. The results indicated that faces did not increase the number of people who viewed the areas where the faces were located, but that faces affected fixation patterns on these areas. Our results also showed that faces located above the fold of the web page negatively affected the performance of those who were completing tasks

Eyetracking-Forschung in Wirtschaftsinformatik und Information Systems Research - Literaturanalyse und Anwendungspotenziale

Der vorliegende Beitrag untersucht den aktuellen Stand der Eyetracking-Forschung in der deutschsprachigen Wirtschaftsinformatik und im anglo-amerikanischen Disziplinpendant Information System Research. Er basiert auf einer Literaturanalyse, in der recherchierte Beiträge aus wissenschaftlich repräsentativen Publikationsorganen sowohl inhaltlich als auch methodisch abgegrenzt werden. Auf Basis der Analyse und Synthese werden Anwendungspotenziale und Forschungsbedarfe aus Sicht der gestaltungsorientierten Wirtschaftsinformatik aufgezeigt. Forschungspotenzial besteht für Arbeiten, die sich mit der Entwicklung, dem Einsatz und Nutzen von Informations- und Kommunikationssystemen befassen und Eyetracking im Erkenntnisprozess einsetzen. Darüber hinaus kann eine Forschungslandkarte den Diskurs innerhalb der Disziplin unterstützen

The Use of Eye-tracking in Information Systems Research: A Literature Review of the Last Decade

Eye-trackers provide continuous information on individuals’ gaze behavior. Due to the increasing popularity of eye- tracking in the information systems (IS) field, we reviewed how past research has used eye-tracking to inform future research. Accordingly, we conducted a literature review to describe the use of eye-tracking in IS research based on a sample of 113 empirical papers published since 2008 in IS journals and conference proceedings. Specifically, we examined the methodologies and experimental settings used in eye-tracking IS research and how eye-tracking can be used to inform the IS field. We found that IS research that used eye-tracking varies in its methodological and theoretical complexity. Research on pattern analysis shows promise since such research develops a broader range of analysis methodologies. The potential of eye-tracking remains unfulfilled in the IS field since past research has mostly focused on attention-related constructs and used fixation count metrics on desktop computers. We call for researchers to utilize eye-tracking more broadly in IS research by extending the type of metrics they use, the analyses they perform, and the constructs they investigate

Reputation Star Society: Are star ratings consulted as substitute or complementary information?

To simplify decision making processes, online platforms frequently display reputation star ratings as an indication of the quality of a product, service, or organization. Can information provided by such star ratings draw away attention from other information? This is an important question for platform developers to adjust the use of such ratings. We conduct a between-subjects laboratory experiment (n=121) where we manipulate the difference between the reputation star ratings of two social profit organizations, and ask respondents to indicate which organization they prefer. Applying eye-tracking technology, we analyze how the visual attention between the treatment conditions differs. Our findings show that reputation star ratings are consulted as complementary information, rather than as substitute information. Moreover, the results suggest that the lack of stars - not the presence of more stars - attracts visual attention