Affective – Cognitive – Usability (ACU) Model Incorporating Eye Tracking Analysis for Redesigning the e-Commerce Website

Hartono, Markus and Kusumo, Argo Hadi and Asikin, Dwilita Aprilin (2021) Affective – Cognitive – Usability (ACU) Model Incorporating Eye Tracking Analysis for Redesigning the e-Commerce Website. In: Proceedings of the 21st Congress of the International Ergonomics Association (IEA 2021), June 14-18, 2021, Canada.

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Official URL / DOI: https://doi.org/10.1007/978-3-030-74614-8_5

Abstract

This study discusses the investigation of how both cognitive and affective factors bring significant impact on the usability in e-commerce website selling consumer products. It raises a question of which one is more dominant, whether it is cognition or affect for consumer experience? It is a critical thing to investigate. Eye tracking analysis is utilized to emphasize concerns related to comfortable display. A case study on a popular e-commerce website of consumer products in Indonesia was taken to validate the proposed model. Through Structural Equation Modeling (SEM), it shows that affect was found to be more dominant than that of cognition in affecting to usability. In order to provide more applicable improvement strategy related to efficiency of display, eye tracking analysis was used. The analysis referred to metrics that have been designed in the research of Ehmke and Wilson [1] which focuses on the number of fixations and revisits in the Area of Interest (AOI). The most critical proposed improvement was that to change the location of the product price ordering menus so that they are adjacent to where the search results filter elements are located in that e-commerce website. Practical and theoretical implications were discussed as well.

Item Type: Conference or Workshop Item (Paper)
Uncontrolled Keywords: Affective; Cognitive; Usability; e-Commerce website; Kansei
Subjects: T Technology > TA Engineering (General). Civil engineering (General)
Divisions: Faculty of Engineering > Department of Industrial Engineering
Depositing User: Markus Hartono 61124
Date Deposited: 16 Jun 2021 08:25
Last Modified: 16 Jun 2021 08:25
URI: http://repository.ubaya.ac.id/id/eprint/39711

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