An Eye Tracking Pilot Study of Optional Decision Constructs in B2C Transactional Processes

Mairéad Mairéad; Ann M. Torres; Chris Barry

doi:10.13025/s8cc7b

An Eye Tracking Pilot Study of Optional Decision Constructs in B2C Transactional Processes

Mairéad Mairéad
, Ann M. Torres
, Chris Barry

Research output: Chapter in Book or Conference Publication/Proceeding › Conference Publication › peer-review

4 Downloads (Pure)

Abstract

Previous research indicated the design of certain decision constructs could be unclear to users in the business to consumer (B2C) transactional process. This pilot study, using eye tracking and cued retrospective think-aloud (RTA) sessions, examines potentially problematic decision constructs. It explores the impact of decision constructs on users’ decision making and their cognitive processes during interactions. The key contributions of the study are the identification of improvements the researchers can make to their research design; robust experiment administration; and the refinement of research instruments. Ultimately, the pilot study will contribute to a more extensive study that combines quantitative eye tracking and qualitative cued RTA data to assess some questionable website design choices made by firms.

Original language	English (Ireland)
Title of host publication	14th International WWW Internet Conference
Place of Publication	Maynooth, Ireland
Publisher	14th International Conference on WWW/INTERNET (ICWI)
DOIs	https://doi.org/10.13025/s8cc7b
Publication status	Published - 1 Oct 2015

Keywords

Business
Ethical design
Eye-tracking
Opt-out
Usability
Web design

Access to Document

10.13025/s8cc7bLicence: CC BY

Wwwi2015 submitted with headerAccepted author manuscript, 641 KBLicence: CC BY

Cite this

@inproceedings{fc3bfde649cc459d971f297c3b15f34d,

title = "An Eye Tracking Pilot Study of Optional Decision Constructs in B2C Transactional Processes",

abstract = "Previous research indicated the design of certain decision constructs could be unclear to users in the business to consumer (B2C) transactional process. This pilot study, using eye tracking and cued retrospective think-aloud (RTA) sessions, examines potentially problematic decision constructs. It explores the impact of decision constructs on users{\textquoteright} decision making and their cognitive processes during interactions. The key contributions of the study are the identification of improvements the researchers can make to their research design; robust experiment administration; and the refinement of research instruments. Ultimately, the pilot study will contribute to a more extensive study that combines quantitative eye tracking and qualitative cued RTA data to assess some questionable website design choices made by firms.",

keywords = "Business, Ethical design, Eye-tracking, Opt-out, Usability, Web design",

author = "Mair{\'e}ad Mair{\'e}ad and Torres, \{Ann M.\} and Chris Barry",

year = "2015",

month = oct,

day = "1",

doi = "10.13025/s8cc7b",

language = "English (Ireland)",

booktitle = "14th International WWW Internet Conference",

publisher = "14th International Conference on WWW/INTERNET (ICWI)",

}

An Eye Tracking Pilot Study of Optional Decision Constructs in B2C Transactional Processes. / Mairéad, Mairéad; Torres, Ann M.; Barry, Chris.
14th International WWW Internet Conference . Maynooth, Ireland: 14th International Conference on WWW/INTERNET (ICWI), 2015.

Research output: Chapter in Book or Conference Publication/Proceeding › Conference Publication › peer-review

TY - GEN

T1 - An Eye Tracking Pilot Study of Optional Decision Constructs in B2C Transactional Processes

AU - Mairéad, Mairéad

AU - Torres, Ann M.

AU - Barry, Chris

PY - 2015/10/1

Y1 - 2015/10/1

N2 - Previous research indicated the design of certain decision constructs could be unclear to users in the business to consumer (B2C) transactional process. This pilot study, using eye tracking and cued retrospective think-aloud (RTA) sessions, examines potentially problematic decision constructs. It explores the impact of decision constructs on users’ decision making and their cognitive processes during interactions. The key contributions of the study are the identification of improvements the researchers can make to their research design; robust experiment administration; and the refinement of research instruments. Ultimately, the pilot study will contribute to a more extensive study that combines quantitative eye tracking and qualitative cued RTA data to assess some questionable website design choices made by firms.

AB - Previous research indicated the design of certain decision constructs could be unclear to users in the business to consumer (B2C) transactional process. This pilot study, using eye tracking and cued retrospective think-aloud (RTA) sessions, examines potentially problematic decision constructs. It explores the impact of decision constructs on users’ decision making and their cognitive processes during interactions. The key contributions of the study are the identification of improvements the researchers can make to their research design; robust experiment administration; and the refinement of research instruments. Ultimately, the pilot study will contribute to a more extensive study that combines quantitative eye tracking and qualitative cued RTA data to assess some questionable website design choices made by firms.

KW - Business

KW - Ethical design

KW - Eye-tracking

KW - Opt-out

KW - Usability

KW - Web design

UR - http://hdl.handle.net/10379/5385

U2 - 10.13025/s8cc7b

DO - 10.13025/s8cc7b

M3 - Conference Publication

BT - 14th International WWW Internet Conference

PB - 14th International Conference on WWW/INTERNET (ICWI)

CY - Maynooth, Ireland

ER -

An Eye Tracking Pilot Study of Optional Decision Constructs in B2C Transactional Processes

Abstract

Keywords

Access to Document

Other files and links

Fingerprint

Cite this