Attention and behaviour on fashion retail websites: an eye-tracking study

Boardman, R and Mccormick, H (2022) Attention and behaviour on fashion retail websites: an eye-tracking study. Information Technology and People, 35 (7). pp. 2219-2240. ISSN 0959-3845

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Abstract

Purpose: The purpose of this paper is to identify attention, cognitive and affective responses towards a fashion retailer's website and the behavioural outcomes when shopping online. Design/methodology/approach: 52 eye-tracking tests and 52 qualitative semi-structured interviews were conducted. Findings: Consumer attention and behaviour differ across web pages throughout the shopping journey depending on its content, function and consumers' goal. Top-down attention is more dominant than bottom-up attention when consumers are shopping online for fashion items. The product listings page was the most frequented and had the most time spent on it. Consumers enjoy browsing for products and adding them to their basket to evaluate them together later. Customisation and personalisation features are the most valued due to their ability to make the experience more convenient and enjoyable. Originality/value: This article contributes novel findings that the content and design of the website affects attention in different ways. It demonstrates that research cannot simplify viewing patterns for fashion shopping online. The study extends the SOR framework, showing that top-down attention, when provided with personalisation and customisation features, results in approach behaviour. A lack of personalisation or customisation features results in avoidance behaviour. The complex nature of consumer attention and behaviour during their holistic shopping journey advocates the need for eye-tracking research to be conducted on a live website for ecological validity, providing a methodological contribution which can be used for future research.