Classification of goal-directed search and exploratory search using mobile eye-tracking

Jella Pfeiffer, Martin Meißner, Jascha Prosiegel, Thies Pfeiffer

Research output: Chapter in Book/Report/Conference proceedingConference contributionpeer-review

12 Scopus citations

Abstract

In this paper, we investigate the visual attention of consumers with the help of mobile eye-tracking technology. We explore attentional differences between goal-directed search and exploratory search used when consumers are purchasing a product at the point-of-sale. The aim of this study is to classify these two search processes based solely on the consumers' eye movements. Using data from a field experiment in a supermarket, we build a model that learns about consumers' attentional processes and makes predictions about the search process they used. Our results show that we can correctly classify the search processes used with an accuracy of nearly 70% after just the first nine seconds of the search. Later on in the search process, the accuracy of the classification can reach up to 77%.

Original languageEnglish
Title of host publication35th International Conference on Information Systems "Building a Better World Through Information Systems", ICIS 2014
PublisherAssociation for Information Systems
ISBN (Print)9781634396943
StatePublished - 2014
Externally publishedYes
Event35th International Conference on Information Systems: Building a Better World Through Information Systems, ICIS 2014 - Auckland, New Zealand
Duration: 14 Dec 201417 Dec 2014

Conference

Conference35th International Conference on Information Systems: Building a Better World Through Information Systems, ICIS 2014
Country/TerritoryNew Zealand
CityAuckland
Period14/12/1417/12/14

Keywords

  • Decision support systems (DSS)
  • Exploratory search
  • Goal-directed search
  • Human information behavior
  • Mobile commerce
  • Neuro-IS

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