Attention to online channels across the path to purchase: An eye-tracking study
作者：
Highlights：
• We observe customer perceptions of digital channels across different purchasing tasks.
• Experimental design with four purchasing tasks and four different product categories.
• We measure attention to the website (eye-tracker) and time spent on each task.
• More areas of attention for website evaluation than for performing purchase tasks.
• More attention transfer in post-purchase task, due to stimuli from other zones.
摘要
•We observe customer perceptions of digital channels across different purchasing tasks.•Experimental design with four purchasing tasks and four different product categories.•We measure attention to the website (eye-tracker) and time spent on each task.•More areas of attention for website evaluation than for performing purchase tasks.•More attention transfer in post-purchase task, due to stimuli from other zones.
论文关键词：Channel perception,Customer journey,Experimental design,Eye-tracking,Omni-channel behavior,Purchase task
论文评审过程：Received 26 September 2018, Revised 23 May 2019, Accepted 23 May 2019, Available online 14 June 2019, Version of Record 21 June 2019.
论文官网地址：https://doi.org/10.1016/j.elerap.2019.100864
