Analysis of Flight Search on the Web Using Eye‐Tracking

ABSTRACT This paper explores consumer behavior during online flight searches using eye‐tracking technology, focusing on visual attention and decision‐making on e‐commerce platforms. The study involved 32 university students, aged 19–25, tasked with finding flights based on specific requirements. Data were collected using the Smart Eye AI eye tracker and analyzed through heatmaps, gaze mapping, and areas of interest (AOI), with supplementary questionnaires assessing digital literacy and prior experience. Results showed only 25% of participants successfully met the task criteria, highlighting challenges with website clarity and search complexity. Eye‐tracking metrics revealed user focus on search fields and flight details, while peripheral elements like advertisements received minimal attention. Findings stress the importance of clear information presentation and user‐friendly interfaces to reduce cognitive load and improve decision‐making. Recommendations include refining visual elements, optimizing ad placement, and simplifying search processes to enhance user experience in online ticket sales.