Using Eye Tracking Approach in Analyzing Social Network Site Area of Interest for Consumers’ Decision Making in Social Commerce

• Main Authors: Suaini Sura, Nona M. Nistah, Sungwon Lee, Daimler Benz Alebaba
• Format: Article
• Language: English; English
• Published: The Science and Information (SAI) Organization Limited 2021
• Subjects: QA75.5-76.95 Electronic computers. Computer science
• Online Access: https://eprints.ums.edu.my/id/eprint/32835/1/Using%20Eye%20Tracking%20Approach%20in%20Analyzing%20Social%20Network%20Site%20Area%20of%20Interest%20for%20Consumers%E2%80%99%20Decision%20Making%20in%20Social%20Commerce.pdf; https://eprints.ums.edu.my/id/eprint/32835/2/Using%20Eye%20Tracking%20Approach%20in%20Analyzing%20Social%20Network%20Site%20Area%20of%20Interest%20for%20Consumers%E2%80%99%20Decision%20Making%20in%20Social%20Commerce1.pdf; https://eprints.ums.edu.my/id/eprint/32835/; https://thesai.org/Downloads/Volume12No10/Paper_76-Using_Eye_Tracking_Approach_in_Analyzing_Social_Network.pdf

The growing popularity of social network site (SNS) in social commerce (s-commerce) has intensified interest in understanding consumers decision making based on the SNS seller generated content (SGC) and user generated content (UGC). This study examines consumers’ decision making while doing online...