Studying the User Experience in Online Banking Services: An Eye-Tracking Application

Neuromarketing as research method contrbutes to understanding consumer behavior a step further than traditional marketing research. The aim of the current study is to explore the usability and cognitive understanding of banking services webpages. In this regard, the theoretical part of the article r...

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Bibliographic Details
Published in:	Studies in business and economics (Romania) 2019-08, Vol.14 (2), p.193-208
Main Authors:	Monica, Țichindelean Beca, Iuliana, Cetină, Mihai, Țichindelean
Format:	Article
Language:	eng
Subjects:	banking services consumer attention consumer memory eye-tracker neuromarketing
Online Access:	Get full text
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Summary:	Neuromarketing as research method contrbutes to understanding consumer behavior a step further than traditional marketing research. The aim of the current study is to explore the usability and cognitive understanding of banking services webpages. In this regard, the theoretical part of the article reviews the relevant literature related to neuromarketing as research method and the use of eye-tracker as research technique. Further on, a two-step research design was developed for studying the consumers’ attention and memory during and after viewing two Romanian banking services websites. The results showed that the way information is structured and presented on the webpages influence their usabiliy and cognitive understanding.
ISSN:	2344-5416 2344-5416