The measurement of consumer interest and prediction of product selection in E-commerce using eye tracking method

Abstract

Consumer interest in products is recognized after the consumer buys products and provides a rating on it. Development of technology can get consumer interest in products through eyes. The technology used is eye tracking using eye tracker tool. Attraction Measurement is used to measure consumer interest. This method can be used to recognize attractive product display and measure consumers preference and consumers emotions in products. In this study, an experiment was conducted to determine consumer interest in the selva-house website with three products of hijabs. The study found that fixation duration can be used to recognize consumer interest in products. Another measurement is to determine whether consumers are willing to buy the products. The experiment results that consumer interest measurement and prediction of product selection measurement indicate that the second product is preferred by the consumers. This research shows that consumer interest model and prediction of product selection model, and the result of prediction measurement have a contribution to product recommendations for further research.