Effects of Conscientiousness on Users' Eye-Movement Behaviour with Recommender Interfaces

摘要

Organisation-based recommender interfaces (ORGs) have drawn attention from both the academia and the industry as they allow users to determine their preferences for product attributes. Considering that users' personality traits may deeply influence their shopping behaviour, we performed an eye-tracking lab experiment to compare two types of recommender interfaces, namely the classified evaluation ORG and the non-classified evaluation list. The results showed that highly conscientious users paid significantly more attention to ORG, evaluated slightly more products, and placed more fixations on each product in the ORG. Whereas, low conscientiousness users exhibited more fixations on the LIST interface. Hence, the empirical findings suggest that users with different personalities adapted their visual searching behaviour to the change in the recommendation presentation.