Mouse Tracking in Online Shopping: an Alternative Research Study on User Experience

Year 2023, , 16 - 28, 30.06.2023

Mustafa Atahan Yılmaz , Oguzhan Aydın

https://doi.org/10.34231/iuyd.1296594

Abstract

In recent years, developments in Web 3.0-based websites have led to an increased motivation to analyse the user experience and improve existing platforms accordingly. Web designers are interested in identifying user behaviours during their navigation of web pages and making necessary improvements. This study examined three popular online marketplaces in Turkey, namely Trendyol, Hepsiburada, and Amazon, within the scope of usability testing (WEB_1). Participants' user experience was measured using the method of tracking mouse movements as an alternative research approach in such studies. The process relies on tracking mouse movements through software during shopping tasks. As a result of the research, significant similarities were found in the mouse movements of users who completed shopping tasks on these three e-commerce websites. No significant differences were observed in terms of mouse movement count, mouse movement duration, screen scrolling with the mouse, waiting time, or total shopping time. Within the scope of this study, a significant difference was found in the number of mouse clicks between Amazon and Hepsiburada. Additionally, the mapping of mouse movement paths in this study identified three different usage areas: polygons, stars, and trapezoids. We believe these areas will provide a different perspective for web designers in developing new methods, especially in terms of user experience (UX).

Keywords

User Experience, Mouse Tracking Method, e-Commerce, Usability Testing

Online Alışveriş Sürecinde Fare Hareketlerinin İzlenmesi: Kullanıcı Deneyimine Yönelik Alternatif Bir Araştırma

Abstract

Son yıllarda Web 3.0 tabanlı internet sitlerindeki gelişmeler neticesinde kullanıcı deneyiminin analiz edilmesi ve bu doğrultuda mevcut platformları geliştirme motivasyonu giderek artmaktadır. Kullanıcıların internet sayfaları dolaşım sürecindeki davranış biçimlerini tespit etmek ve gerekli iyileştirmelerinin yapılması web tasarımcılarının ilgisini çekmektedir. Bu çalışmada Trendyol, Hepsiburada ve Amazon gibi Türkiye’de tercih edilen üç çevrimiçi pazar yeri (WEB_1) kullanılabilirlik testi kapsamında incelenmiştir. Katılımcıların kullanıcı deneyimi, bu tip araştırmalarda alternatif bir araştırma yöntemi olan fare hareketlerini izleme yöntemiyle ölçülmüştür. Araştırma neticesinde bu üç e-ticaret sitesinde alışveriş görevini tamamlayan kullanıcıların fare hareketliliklerinde büyük oranda benzerliklere rastlanılmıştır. Fare hareket sayısı, fare hareket süresi, fare ile ekran kaydırma sayısı, bekleme süresi ve toplam alışveriş süresi açısından anlamlı bir farklılığa rastlanılmamıştır. Fare tıklama sayısı bakımından ise Amazon ve Hepsiburada arasında anlamlı bir farklılık mevcuttur. Ayrıca bu çalışma kapsamında fare hareket rotalarının haritalandırılması sonucunda çokgen, yıldız ve yamuk şeklinde üç farklı kullanım alanı tespit edilmiştir. Bu alanların, özellikle UX açısından, web tasarımcıları için yeni yöntemlerin geliştirilmesinde farklı bir bakış açısı kazandıracağını düşünmekteyiz.

Keywords

Kullanıcı Deneyimi, Fare İzleme Yöntemi, e-Ticaret, Kullanılabilirlik Testi

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