Attention Decay and Attention Renewal Effect under Choice-Overloaded E-Commerce Environment

The research investigated the consumer attention allocation mechanism in the online shopping through the eye-tracking device and found that the top position and the left-centerfield position are better than any other locations to get more attention from consumers.

Abstract

There are some differences between online and offline shopping. From the consumer perspective, in the online shopping, the searching cost is much lower and it is easy to find the item that has not been known before because of the recommendation system. From the seller perspective, the marginal cost of displaying additional product is extremely decreasing. These factors enable online sellers to provide much more alternatives than offline. In contrast to this phenomenon, it is also possible to offer just a single option. In the online, the customer base is not limited by the location. This research is trying to find the consumer behavior under these various alternatives conditions.