How does Consumers' Emotion Affect Visual Attention Patterns in Online Shopping Environments? - Emphasis on Eye-Tracking Approach

摘要

It is widely known that consumers' emotion causes unique online behavior in the online shopping websites. This study tackles this issue by considering three emotional types such as positive, negative, and neutral emotion as influence factors with which consumer's online shopping behaviour may change. We adopt an eye-tracking approach to scrutinize consumers' visual patterns with their state of emotions, which is very rare in literature. Empirical results revealed that consumers with positive emotion tend to view multiple types of information without being drawn to specific information. Those with negative emotion paid more visual attentions to product return/exchange conditions, and seller information. They were keenly interested in shopping risks-related information, which is in line with emotion literature.