An Eye-Tracking Approach to Investigating the Effects of Goal-Oriented Motivation and Recreational Motivation on Consumer's Online Behavior

摘要

Online market growth is unprecedented. Our lives are heavily dependent on the online shopping. However, it is still true that many aspects of online consumer behaviour remain unanswered. This study focuses on a challenging research question-investigating the effects of the two shopping motivations such as goal-oriented type and recreational type on the online consumer behaviour. We adopt an eye-tracking approach to answer the research question to add more rigour to our results. For a utilitarian product like notebook computer, goal-oriented consumers paid more visual attention to product image and description. They also showed interests in promotion information like a free notebook case. On the contrary, recreational consumers were attracted much more to other consumers' opinion such as product review, and shipping and return/exchange conditions. However, for a hedonic product like perfume, the goal-oriented consumers tend to gaze at consumer's experience story, while recreational consumers prefer an attractive perfume image located in product core area. The experiment results like this lead us to believe that a strategic design of online shopping websites is crucial for the sake of improving potential customers' satisfaction and shopping intention as well.