A literature review of customer behaviour patterns on e-commerce websites using an eye tracker

Abstract

The purpose of this paper is to provide a systematic literature review of 26 papers in which an eye tracker has been used to analyse how e-commerce websites can impact customers' behaviour. Most journal articles included in the literature on consumer neuroscience only provide a summary of the actual functions of neuroscience techniques. There are no reviews of studies that focus on the use of an eye tracker on e-commerce websites in either the consumer neuroscience or marketing research literature. The findings show that websites affect customers differently according to variables such as age, gender, nationality, etc., so there is a need to make changes in how the website is designed, depending on the types of users and audiences of the websites. This review article discusses limitations and suggestions for future research as well as detailing the theoretical and practical implications for neuromarketing.