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

Year 2023, , 16 - 28, 30.06.2023
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).

References

  • Arroyo, E., Selker, T., & Wei, W. (2006). Usability Tool for Analysis of Web Designs Using Mouse Tracks. In CHI'06 Extended Abstracts on Human Factors in Computing Systems, 484-489.
  • Atterer, R., & Schmidt, A. (2007). Tracking the Interaction of Users with AJAX Applications for Usability Testing. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 1347-1350.
  • Bastien, J., C. (2010). Usability Testing: A Review of Some Methodological and Technical Aspects of The Method. International Journal of Medical Informatics, 79(4), 18-23.
  • Bridges, E., & Florsheim, R. (2008). Hedonic and Utilitarian Shopping Goals: The Online Experience. Journal of Business Research, 61(4), 309-314.
  • Berger, S., Wagner, U., & Schwand, C. (2012). Assessing Advertising Effectiveness: The Potential of Goal‐Directed Behaviour. Psychology & Marketing, 29(6), 411-421.
  • Bonastre, L., & Granollers, T. (2014). A Set of Heuristics for User Experience Evaluation in e-Commerce Websites. In 7th International Conference on Advances in Computer-Human Interactions, 27-34.
  • Cai, L., He, X., Dai, Y., & Zhu, K. (2018). Research on B2B2C e-Commerce Website Design Based on User Experience. In Journal of Physics: Conference Series, 1087(6), 062043
  • Castaneda, J. A., Munoz-Leiva, F., & Luque, T. (2007). Web Acceptance Model (WAM): Moderating Effects of User Experience. Information & Management, 44(4), 384-396.
  • Dahlen, M. (2002). Learning The Web: Internet User Experience and Response to Web Marketing in Sweden. Journal of Interactive Advertising, 3(1), 25-33.
  • Freeman, J. B., & Nalini, A. (2010). Mouse Tracker: Software for Studying Real-Time Mental Processing Using a Computer Mouse-Tracking Method. Behavior Research Methods 42(1), 226-241.
  • Hassenzahl, M. (2018). The Thing and I: Understanding the Relationship Between User and Product. Springer International Publishing AG, Human–Computer Interaction Series, 301-313.
  • Hehman, E., Stolier, R. M., & Freeman, J. B. (2015). Advanced Mouse-Tracking Analytic Techniques for Enhancing Psychological Science. Group Processes & Intergroup Relations, 18(3), 384-401.
  • Hsieh, H. C. L. (2011). Exploring The Impact of Cultures on Web Usability Test. In Human Centered Design: Second International Conference, HCD 2011, Held as Part of HCI International 2011, Orlando, FL, USA, July 9-14, 2011. Proceedings 2, 47-54. Springer Berlin Heidelberg.
  • Jankowski, J., Ziemba, P., Watrobski, J., & Kazienko, P. (2016). Towards the Trade-off between Online Marketing Resources Exploitation and the User Experience with the Use of Eye Tracking. In Intelligent Information and Database Systems: 8th Asian Conference, ACIIDS 2016, Da Nang, Vietnam, March 14–16, 2016, Proceedings, Part I, 8, 330-343. Springer Berlin Heidelberg.
  • Jetter, H. C., & Gerken, J. (2007). A Simplified Model of User Experience for Practical Application. In Nordichi 2006, Oslo: The 2nd COST294-MAUSE International Open Workshop" User Experience-Towards A Unified View, 106-111.
  • Johnson, A., Mulder, B., Sijbinga, A., & Hulsebos, L. (2012). Action as a Window to Perception: Measuring Attention with Mouse Movements. Applied Cognitive Psychology, 26(5), 802-809.
  • Katerina, T., Nicolaos, P., & Charalampos, Y. (2014). Mouse Tracking for Web Marketing: Enhancing User Experience in Web Application Software by Measuring Self-Efficacy and Hesitation Levels. Int. J. Strategy. Innovative Mark, 1, 233-247.
  • Kumaresh, S., Haran, R., & Jarret, M. M. (2021). Analytics of E-Commerce Platforms Based on User-Experience (UX). In Intelligent Computing and Innovation on Data Science: Proceedings of ICTIDS 2021, 309-318. Springer Singapore.
  • Lee, C. H., & Wu, J. J. (2017). Consumer Online Flow Experience: The Relationship between Utilitarian and Hedonic Value, Satisfaction and Unplanned Purchase. Industrial Management & Data Systems. 117(10), 2452-2467.
  • Lee, H., & Seo, S. (2010) A Comparison and Analysis of Usability Methods for Web Evaluation: The Relationship Between Typical Usability Test and Bio-Signals Characteristics (EEG, ECG), Design and Complexity - DRS International Conference 2010, Montreal, Canada.
  • Lin, C. C. (2013). Exploring the Relationship between Technology Acceptance Model and Usability Test. Information Technology and Management, 14, 243-255.
  • Lindgaard, G., & Chattratichart, J. (2007). Usability Testing: What have We Overlooked? In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 1415-1424.
  • Mahmud, I., Sadia, F., Rahman, M., Ahmed, S., & Islam, D. (2020). Web Usability Test in 60 Seconds: A Theoretical Foundation and Empirical Test. Indonesian Journal of Electrical Engineering and Computer Science, 17(1), 398-403.
  • Moczarny, I. M., De Villiers, M. R., & Van Biljon, J. A. (2012). How can Usability Contribute to User Experience? A Study in the Domain of e-Commerce. In Proceedings of the South African Institute for Computer Scientists and Information Technologists Conference, 216-225.
  • Mominzada, T., Abd Rozan, M. Z. B., & Aziz, N. A. (2021). Consequences of User Experience in a Gamified e-Commerce Platform. International Journal of Electronic Commerce Studies, 13(1), 113-136.
  • Scapin, D., Senach, B., Trousse, B., & Pallot, M. (2012). User Experience: Buzzword or New Paradigm? In ACHI 2012, The Fifth International Conference on Advances in Computer-Human Interactions, 336-341.
  • Scarpi, D. (2012). Work and Fun on the Internet: The Effects of Utilitarianism and Hedonism Online. Journal of Interactive Marketing, 26(1), 53-67.
  • Singh, S. (2020). Impact of Neuromarketing Applications on Consumers. Journal of Business and Management, 26(2), 33-52.
  • Stillman, P. E., Shen, X., & Ferguson, M. J. (2018). How Mouse-Tracking can Advance Social Cognitive Theory. Trends in Cognitive Sciences, 22(6), 531-543.
  • Tanjim-Al-Akib, M., Ashik, L. K., & Chowdhury, K. (2016). User-Modelling and Recommendation Based on Mouse-Tracking for e-Commerce Websites. In 2016 19th International Conference on Computer and Information Technology (ICCIT), 517-523, IEEE.
  • To, P. L., Liao, C., & Lin, T. H. (2007). Shopping Motivations on Internet: A Study Based on Utilitarian and Hedonic Value. Technovation, 27(12), 774-787.
  • TUİK (2022), Haber Bülteni (Raporun yayım tarihi: 26.08.2022) https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2022-45587 Erişim Tarihi: 25.05.2023
  • Wang, E. S. T. (2017). Creating Utilitarian and Hedonic Value from Website Quality and Online Retail Performance. Journal of Electronic Commerce in Organizations (JECO), 15(3), 1-13.
  • WEB_1 https://www.statista.com/forecasts/1301496/turkey-top-online-stores-turkey-ecommercedb Erişim Tarihi: 27.06.2023
  • WEB_2 https://www.macrorecorder.com/ Erişim Tarihi: 05.05.2023
  • WEB_3 https://iographica.com/ Erişim Tarihi: 18.05.2023
  • WEB_4 https://onlinejpgtools.com/find-dominant-jpg-colors Erişim Tarihi: 19.05.2023
  • Wu, L. L., Wang, Y. T., Wei, C. H. & Yeh, M. Y. (2015). Controlling Information Flow in Online Information Seeking: The Moderating Effects of Utilitarian and Hedonic Consumers. Electronic Commerce Research and Applications, 14(6), 603-615.

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

Year 2023, , 16 - 28, 30.06.2023
https://doi.org/10.34231/iuyd.1296594

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.

References

  • Arroyo, E., Selker, T., & Wei, W. (2006). Usability Tool for Analysis of Web Designs Using Mouse Tracks. In CHI'06 Extended Abstracts on Human Factors in Computing Systems, 484-489.
  • Atterer, R., & Schmidt, A. (2007). Tracking the Interaction of Users with AJAX Applications for Usability Testing. In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 1347-1350.
  • Bastien, J., C. (2010). Usability Testing: A Review of Some Methodological and Technical Aspects of The Method. International Journal of Medical Informatics, 79(4), 18-23.
  • Bridges, E., & Florsheim, R. (2008). Hedonic and Utilitarian Shopping Goals: The Online Experience. Journal of Business Research, 61(4), 309-314.
  • Berger, S., Wagner, U., & Schwand, C. (2012). Assessing Advertising Effectiveness: The Potential of Goal‐Directed Behaviour. Psychology & Marketing, 29(6), 411-421.
  • Bonastre, L., & Granollers, T. (2014). A Set of Heuristics for User Experience Evaluation in e-Commerce Websites. In 7th International Conference on Advances in Computer-Human Interactions, 27-34.
  • Cai, L., He, X., Dai, Y., & Zhu, K. (2018). Research on B2B2C e-Commerce Website Design Based on User Experience. In Journal of Physics: Conference Series, 1087(6), 062043
  • Castaneda, J. A., Munoz-Leiva, F., & Luque, T. (2007). Web Acceptance Model (WAM): Moderating Effects of User Experience. Information & Management, 44(4), 384-396.
  • Dahlen, M. (2002). Learning The Web: Internet User Experience and Response to Web Marketing in Sweden. Journal of Interactive Advertising, 3(1), 25-33.
  • Freeman, J. B., & Nalini, A. (2010). Mouse Tracker: Software for Studying Real-Time Mental Processing Using a Computer Mouse-Tracking Method. Behavior Research Methods 42(1), 226-241.
  • Hassenzahl, M. (2018). The Thing and I: Understanding the Relationship Between User and Product. Springer International Publishing AG, Human–Computer Interaction Series, 301-313.
  • Hehman, E., Stolier, R. M., & Freeman, J. B. (2015). Advanced Mouse-Tracking Analytic Techniques for Enhancing Psychological Science. Group Processes & Intergroup Relations, 18(3), 384-401.
  • Hsieh, H. C. L. (2011). Exploring The Impact of Cultures on Web Usability Test. In Human Centered Design: Second International Conference, HCD 2011, Held as Part of HCI International 2011, Orlando, FL, USA, July 9-14, 2011. Proceedings 2, 47-54. Springer Berlin Heidelberg.
  • Jankowski, J., Ziemba, P., Watrobski, J., & Kazienko, P. (2016). Towards the Trade-off between Online Marketing Resources Exploitation and the User Experience with the Use of Eye Tracking. In Intelligent Information and Database Systems: 8th Asian Conference, ACIIDS 2016, Da Nang, Vietnam, March 14–16, 2016, Proceedings, Part I, 8, 330-343. Springer Berlin Heidelberg.
  • Jetter, H. C., & Gerken, J. (2007). A Simplified Model of User Experience for Practical Application. In Nordichi 2006, Oslo: The 2nd COST294-MAUSE International Open Workshop" User Experience-Towards A Unified View, 106-111.
  • Johnson, A., Mulder, B., Sijbinga, A., & Hulsebos, L. (2012). Action as a Window to Perception: Measuring Attention with Mouse Movements. Applied Cognitive Psychology, 26(5), 802-809.
  • Katerina, T., Nicolaos, P., & Charalampos, Y. (2014). Mouse Tracking for Web Marketing: Enhancing User Experience in Web Application Software by Measuring Self-Efficacy and Hesitation Levels. Int. J. Strategy. Innovative Mark, 1, 233-247.
  • Kumaresh, S., Haran, R., & Jarret, M. M. (2021). Analytics of E-Commerce Platforms Based on User-Experience (UX). In Intelligent Computing and Innovation on Data Science: Proceedings of ICTIDS 2021, 309-318. Springer Singapore.
  • Lee, C. H., & Wu, J. J. (2017). Consumer Online Flow Experience: The Relationship between Utilitarian and Hedonic Value, Satisfaction and Unplanned Purchase. Industrial Management & Data Systems. 117(10), 2452-2467.
  • Lee, H., & Seo, S. (2010) A Comparison and Analysis of Usability Methods for Web Evaluation: The Relationship Between Typical Usability Test and Bio-Signals Characteristics (EEG, ECG), Design and Complexity - DRS International Conference 2010, Montreal, Canada.
  • Lin, C. C. (2013). Exploring the Relationship between Technology Acceptance Model and Usability Test. Information Technology and Management, 14, 243-255.
  • Lindgaard, G., & Chattratichart, J. (2007). Usability Testing: What have We Overlooked? In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, 1415-1424.
  • Mahmud, I., Sadia, F., Rahman, M., Ahmed, S., & Islam, D. (2020). Web Usability Test in 60 Seconds: A Theoretical Foundation and Empirical Test. Indonesian Journal of Electrical Engineering and Computer Science, 17(1), 398-403.
  • Moczarny, I. M., De Villiers, M. R., & Van Biljon, J. A. (2012). How can Usability Contribute to User Experience? A Study in the Domain of e-Commerce. In Proceedings of the South African Institute for Computer Scientists and Information Technologists Conference, 216-225.
  • Mominzada, T., Abd Rozan, M. Z. B., & Aziz, N. A. (2021). Consequences of User Experience in a Gamified e-Commerce Platform. International Journal of Electronic Commerce Studies, 13(1), 113-136.
  • Scapin, D., Senach, B., Trousse, B., & Pallot, M. (2012). User Experience: Buzzword or New Paradigm? In ACHI 2012, The Fifth International Conference on Advances in Computer-Human Interactions, 336-341.
  • Scarpi, D. (2012). Work and Fun on the Internet: The Effects of Utilitarianism and Hedonism Online. Journal of Interactive Marketing, 26(1), 53-67.
  • Singh, S. (2020). Impact of Neuromarketing Applications on Consumers. Journal of Business and Management, 26(2), 33-52.
  • Stillman, P. E., Shen, X., & Ferguson, M. J. (2018). How Mouse-Tracking can Advance Social Cognitive Theory. Trends in Cognitive Sciences, 22(6), 531-543.
  • Tanjim-Al-Akib, M., Ashik, L. K., & Chowdhury, K. (2016). User-Modelling and Recommendation Based on Mouse-Tracking for e-Commerce Websites. In 2016 19th International Conference on Computer and Information Technology (ICCIT), 517-523, IEEE.
  • To, P. L., Liao, C., & Lin, T. H. (2007). Shopping Motivations on Internet: A Study Based on Utilitarian and Hedonic Value. Technovation, 27(12), 774-787.
  • TUİK (2022), Haber Bülteni (Raporun yayım tarihi: 26.08.2022) https://data.tuik.gov.tr/Bulten/Index?p=Hanehalki-Bilisim-Teknolojileri-(BT)-Kullanim-Arastirmasi-2022-45587 Erişim Tarihi: 25.05.2023
  • Wang, E. S. T. (2017). Creating Utilitarian and Hedonic Value from Website Quality and Online Retail Performance. Journal of Electronic Commerce in Organizations (JECO), 15(3), 1-13.
  • WEB_1 https://www.statista.com/forecasts/1301496/turkey-top-online-stores-turkey-ecommercedb Erişim Tarihi: 27.06.2023
  • WEB_2 https://www.macrorecorder.com/ Erişim Tarihi: 05.05.2023
  • WEB_3 https://iographica.com/ Erişim Tarihi: 18.05.2023
  • WEB_4 https://onlinejpgtools.com/find-dominant-jpg-colors Erişim Tarihi: 19.05.2023
  • Wu, L. L., Wang, Y. T., Wei, C. H. & Yeh, M. Y. (2015). Controlling Information Flow in Online Information Seeking: The Moderating Effects of Utilitarian and Hedonic Consumers. Electronic Commerce Research and Applications, 14(6), 603-615.
There are 38 citations in total.

Details

Primary Language Turkish
Subjects Digital Marketing
Journal Section Research Article
Authors

Mustafa Atahan Yılmaz

Oguzhan Aydın

Publication Date June 30, 2023
Published in Issue Year 2023

Cite

APA Yılmaz, M. A., & Aydın, O. (2023). Online Alışveriş Sürecinde Fare Hareketlerinin İzlenmesi: Kullanıcı Deneyimine Yönelik Alternatif Bir Araştırma. İnternet Uygulamaları Ve Yönetimi Dergisi, 14(1), 16-28. https://doi.org/10.34231/iuyd.1296594