What Do Your Eyes Say about Your Conformity? An Observation on the Number of Sales during Online Shopping

摘要

This study aimed to explore the relationship between users' visual behavior and their conformity during online shopping. An experiment was conducted in which 30 young adults were asked to browse commodities differing in the number of sales and to make a purchase decision. Participants' fixation time on the commodity and the number of sales were recorded, and their conformity was measured through questionnaires. The results showed that the higher the sales, the longer the participants' fixation time on the commodity. Furthermore, the longer the fixation time, the stronger the conformity of the participants. That is, the conformity effect was observed when limited information was provided during online shopping.