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RESEARCH PRODUCT
Studying the User Experience in Online Banking Services: An Eye-Tracking Application
Cetină IulianaȚIchindelean Beca MonicaȚIchindelean Mihaisubject
Research design010407 polymersKnowledge managementHF5001-6182Social PsychologyComputer scienceEconomics Econometrics and Finance (miscellaneous)Neuromarketingconsumer attention01 natural sciencesUser experience design0502 economics and businessBusinessMarketing researchConsumer behaviourbusiness.industry05 social sciencesUsabilityCognitionconsumer memoryeye-tracker0104 chemical sciencesbanking servicesBusiness Management and Accounting (miscellaneous)Eye tracking050211 marketingneuromarketingbusinessdescription
Abstract Neuromarketing as research method contrbutes to understanding consumer behavior a step further than traditional marketing research. The aim of the current study is to explore the usability and cognitive understanding of banking services webpages. In this regard, the theoretical part of the article reviews the relevant literature related to neuromarketing as research method and the use of eye-tracker as research technique. Further on, a two-step research design was developed for studying the consumers’ attention and memory during and after viewing two Romanian banking services websites. The results showed that the way information is structured and presented on the webpages influence their usabiliy and cognitive understanding.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2019-08-01 | Studies in Business and Economics |