Trend of Using Eye Tracking Technology in Business Research

Abstract

Eye tracking refers to measure gaze positions and movement to reveal what individuals are looking at. Thanks to the advances of eye tracking technology, there are growing numbers of research focus in using eye tracking to study human behavior. The study aims to identify the research trend of eye tracking studies. By searching the databases of Social Sciences Citation Index (SSCI) and Science Citation Index (SCI) in a fourteen years period between January 1999 and October 2013, we found 2,354 articles mentioned eye tracking. Among them, 28 were articles of business discipline. By analyzing these articles, the study maps the intellectual structure of the eye tracking research in business area. The results provide fundamental insights on the recent research of using eye tracking technology.