Practical Eye Tracking of Users' eWOM Reading Behaviors on E-Commerce Websites

Supposing that consumer's decision making are affected by eWOM, especially negative eWOM, this study is going to test four hypotheses proposed based on past studies and observation from daily life. Specifically, this study helps to examine the specific comparison of users' reading duration time of eWOM with different sentiments (i.e., positive v.s. negative) and of different product types (i.e., utilitarian v.s. hedonic) when they go through the e-commerce websites. Four hypotheses will be provided through designed eye-tracking experiment which includes four tasks and pre/post survey. The results will help us to understand better about users' reading pattern of eWOM and help e-commerce websites to develop their review session accordingly to make sure users can get the information they need.