英文摘要 |
After the emergence of the Internet in the late 20th century, the electronic commerce has developed rapidly. As the Internet users have grown increasingly and foreign Internet retailers have been eager to establish their operations in Taiwan, the electronic commerce industry will be more competitive than ever. In order to survive and compete, the online retailers must organize their product categories and present product information more effectively so that consumers could make better and more accurate purchase decisions. In this research, we conducted eye tracking experiments for the Internet heavy users and tracked their fixations, gaze durations, and scan paths toward major online shopping sites in Taiwan. Results showed that information display in Yahoo! shopping site is more user-friendly. Subjects' fixation time and gaze duration were longer on PayEasy shopping site's index page, category page, and sub-category page. As for PChome shopping site, subjects' fixation time and gaze duration vary across different web pages. Subjects made more fixations and longer gaze duration on category page and detail page of momo shopping site. |