Advancements in Eye Tracking for Visual Attention Analysis Across E-commerce Screen Sizes

The purpose of the paper is to explore the influence of screen size on users’ visual attention when browsing e-commerce websites using advanced eye-tracking technology. This study aims to address the gap by examining how screen size influences users’ visual attention in online shopping. The study involved 117 participants to identify website sections that significantly attracted their visual attention. Key findings reveal that website attractiveness (mean value: 3.80) on desktop device plays a vital role in capturing users’ focus. Additionally, users eye gaze fixations reported higher satisfaction (mean value: 3.9) and ease of use (mean value: 3.9) when using ecommerce webpages on mobile device compared to desktop device. These findings provide essential insights for e-commerce website designers to optimize user experiences for designing effective layouts tailored to different device types. This work contributes broadly to the field of human-computer interaction, focusing on the connection between visual behavior, screen size, and interface design.