As online fashion retailing has grown immensely over the last fifteen years, retailers’ website designs have had to evolve to meet customers’ increasing demands, needs and expectations in order to attract and retain them. The purpose of this thesis is to provide a greater understanding of how different ages of consumers respond to retailers’ holistic website designs through the use of eye tracking technology. Insights gained from this research will enable retailers to enhance their website design in accordance with their target market’s behaviour, habits and expectations. Eye tracking is a key tool for analysing and understanding human-computer interaction and can be used alongside qualitative in-depth interviews to provide a detailed understanding of users’ responses to the website design. This study uses the Stimulus–Organism–Response (S-O-R) paradigm to investigate how the fashion retailer’s holistic website design influences users’ visual, cognitive and behavioural responses, which leads to their approach or avoidance behaviour. The study also examines whether the shopper’s motivation or age will have an influence on their responses to the website design. It is important to analyse the differences in behaviour between age groups because more mature consumers are now shopping online, and academic research on this topic is limited. A sample of 50 participants, spanning ages 20 to 70 and consisting of regular users of the website, participated in the study. The study was conducted on the fashion retailer’s live website and results were recorded in real time, making the findings more valid. The study found that users were very focused on looking for products when shopping online and that the product listings page is arguably the most important page on the website as users visit it the most and spend the most time on it. Furthermore, the study found that navigation and customisation design stimuli were the most important to users and that they did not to pay much attention to the lower sections of the web pages. The study also found that users’ responses to the website can change according to their motivation as users spent less time on the website if they were goal-directed shopping and had more focused viewing patterns than if they were browsing. Moreover, the study also found that different age groups had different responses to the website design, as older users took longer to navigate the website and had slower viewing times than younger users, and also looked at the thumbnail images that were further down the page a lot less. This research has filled a gap in the academic literature and provided a detailed understanding of eye fixations, and how they can be interpreted in website design studies. Future academic studies on retailers’ website design can assume that long fixation durations indicate positive attention. Also, the findings enable retailers to understand how the design stimuli affect different ages of users’ shopping experiences and, as a result, can design their website according to their target markets’ behaviour. Furthermore, this study highlights the areas that are not capturing users’ attention on the website, and that need to be improved by retailers. Overall, the findings suggest that retailers should focus on providing an easy, efficient and quick shopping experience for users when designing their website.

The main Target is to compare commercial device for eye tracking analysis with a device made by DIY (Do it yourself) in the chosen environment. The work includes basic analysis methods Eye tracking. It offers a list of devices suitable for comparison, or marginally list of alternatives. A significant part of the thesis deals with construction of DIY tracker. The comparison is made on the basis of experimental measurements of commercial device and DIY device. The result is that in the selected conditions we can DIY device used because it is comparable with the commercial product. One of the sub-chapters is devoted also to question of the application DIY. In the last part was used the DIY device to analyse on realistic object. Specifically outdoor - print ads of Zubr brewery with evaluation.

Even during fixation, the eye is rarely still, as miniature eye movements continue to occur within fixational periods of the eye. These miniature movements are referred to as fixational eye movements. Microsaccades are one of the three types of fixational eye movements that have been identified. Microsaccades have been attributed to different visual processes/phenomena such as fixation stability, perceptual fading, and multistable perception. Still, debates surrounding the functional role of microsaccades in vision ensued, as many of the findings from earlier microsaccade reports contradict one another and the polarity in the field caused by these debates led many to believe that microsaccades do not hold a necessary/specialized role in vision. To gain a deeper understanding of microsaccades and its relevance in vision, we sought out to assess the role of microsaccades in bistable motion perception in our behavioral/eye-tracking study. Observers participated in an eye-tracking experiment where they were asked to complete a motion discrimination task while viewing a bistable apparent motion stimuli. The collected eye-tracking data was then used to train a classification model to predict directions of illusory motion perceived by observers. We found that small changes in gaze position during fixation, occurring within or outside microsaccadic events, predicted the direction of motion pattern imposed by the motion stimuli. Our findings suggest that microsaccades and fixational eye movements are correlated with motion perception and that miniature eye movements occurring during fixation may have relevance in vision. / Includes bibliography. / Dissertation (Ph.D.)--Florida Atlantic University, 2021. / FAU Electronic Theses and Dissertations Collection

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Face perception and recognition abilities develop throughout childhood and differences in viewing own-race and other-race faces have been found in both children (Hu et al., 2014) and adults (Blais et al., 2008). In addition, implicit biases have been found in children as young as six (Baron & Banaji, 2006) and have been found to influence face recognition (Bernstein, Young, & Hugenberg, 2007). The current study aimed to understand how gaze behaviors, implicit biases, and other-race experience contribute to the other-race effect and their developmental effects. Caucasian children’s (5-10 years of age) and young adults’ scanning behaviors were recorded during an old/new recognition task using Asian and Caucasian faces. Participants also completed an Implicit Association Test (IAT) and a race experience questionnaire. Results found an own-race bias in both children and adults. Only adult’s IAT scores were significantly different from zero, indicating an implicit bias. Participants had a greater number of eye to eye fixations for Caucasian faces, in comparison to Asian faces and eye to eye fixations were greater in adults during encoding phases. Additionally, increased nose looking times were observed with age. Central attention to the nose may be indicative of a more holistic viewing strategy implemented by adults and older children. Participants spent longer looking at the mouth of Asian faces during encoding and test for older children and adults, but younger children spent longer looking at own-race mouths during recognition. Correlations between scanning patterns and implicit biases, and experience difference scores were also observed. Both social and perceptual factors seem to influence looking behaviors for own- and other-race faces and are undergoing changes during childhood. / Includes bibliography. / Thesis (M.A.)--Florida Atlantic University, 2020. / FAU Electronic Theses and Dissertations Collection

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Hlávková Barbora. User experience focused on credibility in e-commerce. Brno: Mendel University in Brno, 2017. The thesis deals with User experience focused on credibility in e-commerce survey of the Y generation. To determine the perception of the credibility on e-shops was used eye tracking (n = 30) with in-depth interviews (n = 30) and questionnaire survey (n = 155). The aim of the thesis is to suggest general recommendations for e-commerce in terms of consumer trust.

Context: This report covers the development of a benchmarking extension to the eye-tracking software ”EyesOnTheCode” that utilizes WebGazer. The extension makes it possible tobenchmark the software and for researchers to quantify externalfactors’ impact on eye-tracking.Objective: To create a benchmarking extension to EyesOnTheCode that measures the accuracy of its readings. Additionally,to create a data analysis tool that assists researchers in interpretingthe data more easily.Approach: The benchmarking software displays a movingobject on the screen that the user follows with their gaze. Thesoftware records data throughout the benchmarking sessionthat can then be analyzed through the data analysis tool. Thetool makes it possible to generate charts that can be used forresearch purposes.Results: The use of reading glasses increased the Euclideandistance by 44.55 pixels, with a decrease in accuracy fromthe control test by 20.5 percent. A decrease in web cameraresolution from 1920 by 1080 to 1280 by 720 pixels reducedthe accuracy by an average of 77.5 pixels or roughly 35.7percent. Increasing the web camera resolution from 1920 by1080 to 3840 by 2160 pixels decreased the Euclidean distanceby 27.66 pixels, increasing accuracy by roughly 12.7 percent.Conclusion: Data polled from the software indicates thatusing reading glasses and low web camera resolution negativelyimpacts eye-tracking. Further work and more test samples must bemade to verify the data, but the benchmarking software showspromising results. More features may need to be implemented tomake the software more usable for researchers.

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