An eye tracking pilot study of optional decision constructs in B2C transactional processes

Abstract

Previous research indicated the design of certain decision constructs could be unclear to users in the business to consumer (B2C) transactional process. This pilot study, using eye tracking and cued retrospective think-aloud (RTA) sessions, examines potentially problematic decision constructs. It explores the impact of decision constructs on users’ decision making and their cognitive processes during interactions. The key contributions of the study are the identification of improvements the researchers can make to their research design; robust experiment administration; and the refinement of research instruments. Ultimately, the pilot study will contribute to a more extensive study that combines quantitative eye tracking and qualitative cued RTA data to assess some questionable website design choices made by firms.