Evaluation of Fixation Duration Accuracy in Determining Selected Product on E-commerce

Abstract

Consumers often use e-commerce to shop online. While shopping online, consumers see interesting item or product and they want to know the details of the products. This stage is defined as consumer interest in products. Several researches discussed that consumer interest in e-commerce products are influenced by colors, prices, models, sizes, product experience and shopping experience. The measurement of consumer interest is fixation duration, which is the metric of eye tracking method. Previous studies stated there is relation consumer interest in products with decision making to select a preferred product. This paper presents an experiment to measure consumer interest in products and to learn the relations between consumer interests in products and the selected products using comparation between two data which is data eye tracking for consumer interest and data selected product from database. The contribution of this paper is to present a model of consumer interest using fixation duration as a metric of eye tracking method, with decision making process when selecting a product, and also a result of experiment that there is a relation between consumer interest and selected product.