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Integration of Eye-Tracking Based Studies into e-Commerce Websites Evaluation Process with eQual and TOPSIS Methods

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Information Systems: Research, Development, Applications, Education (SIGSAND/PLAIS 2017)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 300))

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Abstract

The evaluation of the e-commerce websites’ quality, usability and user experience is an important research task. Various survey-based evaluation methods are available, eQual being one of them. However, these methods are not free of disadvantages. In this paper, a novel approach is presented, where a single usability evaluation model is created on the basis of the eQual survey criteria and the perceptual evaluation data from eye tracking devices, thus extending the statistical survey model with objective gaze measurements and Multi-Criteria Decision Analysis (MCDA) methodology foundations. The combined data is processed with the crisp and fuzzy variants of the TOPSIS method to evaluate the websites. An empirical verification is performed and the results are presented. The results showed the benefits of the author’s proposed approach as well as the wide possibilities of interpretation of the obtained solutions.

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Authors and Affiliations

  1. West Pomeranian University of Technology in Szczecin, ul. Żołnierska 49, 71-210, Szczecin, Poland

    Jarosław Wątróbski, Jarosław Jankowski & Artur Karczmarczyk

  2. Department of Technology, The Jacob of Paradies University, ul. Teatralna 25, 66-400, Gorzów Wielkopolski, Poland

    Paweł Ziemba

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  1. Jarosław Wątróbski
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  2. Jarosław Jankowski
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  3. Artur Karczmarczyk
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  4. Paweł Ziemba
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Correspondence to Jarosław Wątróbski .

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  1. Faculty of Management, University of Gdansk, Sopot, Poland

    Stanisław Wrycza

  2. University of Gdansk, Sopot, Poland

    Jacek Maślankowski

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Wątróbski, J., Jankowski, J., Karczmarczyk, A., Ziemba, P. (2017). Integration of Eye-Tracking Based Studies into e-Commerce Websites Evaluation Process with eQual and TOPSIS Methods. In: Wrycza, S., Maślankowski, J. (eds) Information Systems: Research, Development, Applications, Education. SIGSAND/PLAIS 2017. Lecture Notes in Business Information Processing, vol 300. Springer, Cham. https://doi.org/10.1007/978-3-319-66996-0_5

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