An Eye-Tracking Experiment 

An Eye-Tracking Study of Electronic Word of Mouth (eWOM) Reading Behaviors on E-commerce Websites

Goal

Designed and conducted an eye-tracking experiment to prove hypotheses that e-commerce web site’s reviews patterns will influence decision-making 

Role

Process

Establishing

Hypothesis

Writing

a Proposal

Designing

Tasks & Descriptions

Writing Survey Questions

Writing Recruiting

E-mails

Making Consent Forms

Designing

a recruiting poster

Confirming

IRB Process

Recruiting & Lab Scheduling

Conducting the Experiment

Analyzing the Experiment

Final Report & Poster, Presentation

1. Establishing Hypotheses

I designed a presentation to explain backgrounds, literature review and hypotheses. I also created a team name in order to have a sense of belongings.

 

2. Confirming IRB Process

Following images of a document was written in order to pass IRB process. Our team prepared a proposal, pre/post questionnaire, consent form, recruiting emails, recruiting poster and task descriptions. 

The proposal was approved through the below image.

 

3. Recruiting & Lab Scheduling

Our team conducted the experiment in the IX Lab after making reservations. You can see when you made the reservation through the below image.

 

Conducting the Experiment

Our team conducted the experiment in the IX Lab after making reservations. You can see when you made the reservation through the below image.

4. Conducting the Experiment

This is the link of an experiment process video that I made. : https://drive.google.com/file/d/0B8Kb29r7RKscSXZmSG1INU00aTFtU21paG5UM2o2elJjMGVZ/view?usp=sharing 

Experiment Process

1. Meet with a participant at IT lab where eye-tracking machine was set.

2. Explain the experiment to the participant.

3. Let the participant read a consent form of the experiment.

4. Make the participant answer a pre-survey.

5. Calibrate the eye-tracking position

6. Conduct the experiment consisting of 6 tasks.

7. Ask questions using think aloud methods.

8. Conduct post-survey to the participant.

9. Save the experiment result!

 

5. Analyzing the Experiment

Status of Gaze Calibration 

Recorded Eye-Tracking Experiments

All Participants Data 

Results of Heatmap

Results of Gaze Plot

SPSS Analysis

 

6. Final Report & Poster, Presentation

This is the link to the final paper: https://drive.google.com/file/d/0B8Kb29r7RKscYU5paEZiVnVOMUk/view?usp=sharing

This is the link to the full version of the experiment process video: https://drive.google.com/file/d/0B8Kb29r7RKscaEc4c3pOc2lLMzQ/view?usp=sharing

 

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