AN ASSESSMENT OF E-COMMERCE WEBSITES THROUGH A MOUSE TRACKING INVESTIGATION

As a fundamental human behavior, gazing can provide important insights into user`s behavior during web browsing. As an emerging interdisciplinary field, consumer neuroscience proposes new research methods in order to understand and analyze the online human behavior. Unlike the traditionally used methods, the neuroscience field brings a technique which lately gained attention - the eye tracking. While measuring the visual behavior of the consumer`s research, these physiological metrics pose both technical and financial constraints. Therefore, the aim of this paper is to investigate the data obtained by analyzing two commerce websites with a user recording service and thus providing an alternative to eye tracking. We investigate the relationship between gaze position and cursor position as analyzed in the human computer interaction literature, providing evidence about the similar patterns observed in both eye and mouse movements. Finally, we analyze the results obtained during the tracking of mouse movements in two commerce websites