Abstract
This study uses an eye-tracking method to explore the framing effect on observed eye movements and purchase intention in online shopping. The results show that negative framing induces more active eye movements. Function attributes and non-functionality attributes attract more eye movements and with higher intensity. And the scanpath on the areas of interest reveals a certain pattern. These findings have practical implications for e-sellers to improve communication with customers.
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Notes
The original language of the product information pages is Traditional Chinese.
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Acknowledgements
Reprinted with permission, from IEEE January 2014, 47th Hawaii International Conference on System Sciences, ‘Effects of Attribute Framing Varying with the Elaboration in Online Shopping: An Eye-Tracking Approach,’ by S.F. Yang and H.H. Lin. The research is supported by the National Science Council of Taiwan under Contract number NSC101-2410-H-110-010-MY2.
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Lin, HH., Yang, SF. An eye movement study of attribute framing in online shopping. J Market Anal 2, 72–80 (2014). https://doi.org/10.1057/jma.2014.8
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DOI: https://doi.org/10.1057/jma.2014.8