The Effect of Gender on Online Shopper Experience: An Eye Tracking Study

Son yillarda müşteri pazarlamasi kavrami pazarlama yazininin yeni paradigmasi ha- line gelmiştir. Müşteri pazarlamasina göre, alişveriş deneyimi satin almanin kendisin- den çok daha önemlidir ve tüketicilerin bu bağlamda daha geniş bir çerçevede ana- liz edilmesi gerekmektedir. Öte yandan, son yillarda online alişverişe karşi oluşan yo- ğun eğilim işletmelerin websitelerinin önemli bir pazarlama iletişim araci olduğunu or- taya koymuştur. Alişveriş siteleri tasarlanirken hangi renklerin kullanilacaği, banner- larin büyüklüğü, hareketli olup olmadiklari, logonun nerede duracaği, satin al tuşu- nun tam olarak nerede konumlandirilacaği son derece önemli. Eğer sözü geçen de- ğişkenler kullanicilarin kendini rahat hissedeceği şekilde tasarlanmamişsa o zaman kişilerin o alişveriş sayfasinda harcadiklari zaman azalabiliyor, bu durum da satin ali- nan ürünlerin adedini olumsuz yönde etkileyebiliyor. Bu çalişmada, Türkiye’nin lider e-ticaret sitelerinden n11.com’un web sitesinde kullanmayi planladiği; “Firsat Düşkü- nü”, “Keyif Düşkünü”, “Maceraperest”, “Stil Sahibi”, “Teknoloji Düşkünü” ve “Seyahat” temalarinin işlendiği 6 farkli banner’in bulunduğu landing page’ler eye tracking yönte- miyle analiz edildi. Toplam 73 katilimci ile gerçekleştirilen araştirmada her bir banner için ayri ayri heatmap görüntüleri ve katilimcilarin banner’lar üzerinde seçilen alanda ilk olarak nereye baktiklari, seçilen alana odaklanmalarin toplam süre, ilgili alana gö- zün kaç kere girdiği ve katilimcilarin ne kadarinin seçilen alanlara baktiği hesaplan- di. Araştirma sonunda; banner’larin temalari arasindaki farkliliklarin bütün katilimci- lar üzerindeki etkisine dair sonuçlar elde edilirken, özellikle kadinlar ve erkekler ara- sindaki farkliliklar da incelendi.

Ci̇nsi̇yeti̇n Onli̇ne Alişveri̇ş Yapanlarin Deneyi̇mleri̇ Üzeri̇nde Etki̇si̇: Bi̇r Göz Taki̇bi̇ Çalişmasi

In recent years, shopper marketing has become one of the new paradigms in marke- ting literature. According to shopper marketing, shopping experience is much more important than the purchasing itself, and consumers should be reviewed on a more holistic base. On the other hand, online shopping has become another emerging trend in the market and websites are now one of the main marketing tools of the firms. There are some decisions that should be made when designing a shopping websi- te. Such as; the selection of colors, the size of banners, the choice of using a moving banner or not, the place of the logo and the position of “buy” button are critical for the perception of a shopping website. If a shopping website is not designed as user fri- endly, the time spent by online shoppers in the website can decrease, therefore the number of products to be purchased can be fewer. The purpose of this study is to analyze the landing pages of n11.com - one of the leading e-trade websites of Tur- key – consisting six different banners with themes for different consumer types, inclu- ding opportunity seekers, social/fun seekers, adventure seekers, style owners, tech- nology seekers and travel enthusiasts by using eye tracking method. The study is conducted with 73 participants. For each banner, the eye tracking heatmap images of participants are conducted separately. In the study, the place where the participants look first in the selected area on the banners, the duration of their focus on the se- lected area, the number of times the eye visits the selected area and the percentage of participants that look to the selected area are explored. The study reveals that the differences between the themes of banners have impact on all participants, and es- pecially the differences between female and male participants are observed as a re- sult in the study.

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