The Effect of Time Pressure and Type of Browsing on Product Information Search Behavior-An Eye-Tracking Approach

• Main Authors: CHEN, YU-HONG, 陳昱宏
• Other Authors: Rong-Fuh Day
• Format: Others
• Language: zh-TW
• Published: 2013
• Online Access: http://ndltd.ncl.edu.tw/handle/57019265219831764768

碩士 === 國立暨南國際大學 === 資訊管理學系 === 101 === During our daily life, rapid decisions are often processed in E-commerce environments, which often produce time pressure to users. In that case, it is attempted to debate on information search behaviors of E-commerce website users in this thesis. The two aspects adopted in the experiment are the time pressure (high time pressure versus low time pressure), and types of browsing (goal-direct browsing versus experience-direct browsing behaviors). Meanwhile, both the eye-track technology and a self-developed experiment system are adopted to collect the eye-movement data of test subjects. The main discoveries in the experiment are: first, when the time pressure is higher, fixation of users onto the website materials is less; secondly, goal-direct users produce targeted search behaviors, while experience-direct users browse website materials more extensively.