Document Type : Original Article
Authors
1 PhD Candidate, Department of Sports Management, Faculty of Sports Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran.
2 Associate Professor of Sports Management,.Faculty of Sports Sciences, Shahid Chamran University of Ahvaz,. Ahvaz, Iran.
3 Associate Professor, Department of Sports Management, Faculty of Sports Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran.
4 Assistant Professor, Department of Sports Management, Faculty of Sports Sciences, Shahid Chamran University of Ahvaz, Ahvaz, Iran.
Abstract
Purpose: Today, consumer behavior has changed from traditional methods to online methods. However, the factors that may attract consumer visual attention in an online environment have been less studied. The current research was, therefore, conducted, to investigate the effect of vertical orientation of sportswear images on attracting the visual attention of customers by using eye tracking approach.
Methodology: This research was designed as a semi-experimental method. The vision data of 32 participants purchasing Majid brand sportswear was extracted by two important factors, namely Fixation Count (FC) and Total Fixation Duration (TFD). Pupil Capture and Pupil player softwares were utilized to record and analyze research data. In the next step, the extracted data were analyzed through repeated measure ANOVA.
Findings: The results showed that the vertical orientation of sportswear images had an effect on the visual attention of customers. In most cases, images without human models and in higher positions attracted more visual attention than lower positions. The results have practical implications for website designers, online sellers, and sports marketers regarding the appropriate placement of products in website design.
Originality: For the first time, this research investigates the effect of vertical orientation of sportswear images on attracting the visual attention of customers in Iran by using eye tracking technology. This article can encourage sportswear businesses to evaluate the visual stimuli of their website design using eye-tracking studies. In this way, catching customers’ attention, they can develop and optimize their website design.
Main Subjects
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