Zaman Kısıtının Mobil Perakendecilik Uygulamalarında Satın Alma Öncesi Bilgi Arama Davranışına Etkisi: Göz Takibi Yöntemiyle Bir İnceleme

Abstract

With the increase in the use of mobile devices, it is known that both the number of mobile shopping applications and their usage have become widespread. Along with this trend, more and more retailers are adopting sales and distribution channels within the context of e-commerce. In the process of acceptance of mobile retail shopping channels, it is of interest whether consumers who shop through traditional channels (such as physical stores) exhibit similar behaviors in mobile applications. The effects of pre-purchase information-seeking behavior on mobile channels during the purchasing process continue to be investigated. In this context, the purpose of the study is to investigate what kind of information consumers review before ordering hedonic and utilitarian products from mobile retail market applications. Additionally, this study aims to explore how information-seeking behavior occurs with and without time constraints and how this behavior is affected by demographic factors. Eye-tracking experiments were conducted with a sample group of 30 participants and analyzed in combination with the results of semi-structured interviews. As far as it is known, this study is the first experimental research conducted with a wearable eye-tracking device on actual mobile retail market applications. Additionally, to the best of our knowledge, no other study has examined the element of information seeking under time constraints specifically in the context of mobile retail market applications. According to the results of the study, the types of information consumers seek and the total time they spend on these areas before purchasing hedonic and utilitarian products do not change whether they are under time constraints or not. However, gender, education, and age factors reveal the effect of time constraints. Furthermore, according to the results of the semi-structured interviews conducted with the participants, it was found that participants stated they did not look at certain types of information, despite gaze data having been recorded. When all interview results and gaze data from the eye-tracking experiment were analyzed, it was noticed that consumers were inconsistent in their verbal responses.