Measuring of the consumer attention activation toward web pages component of online store

The development of technology ensures more objective data to measuring and understanding consumer behavior. Eye Tracking technology is used to understand consumers' visual behavior. Eye tracking is a technique that carried out empirical studies on human perception, cognition and behavior. Eye-tracking devices use image-processing software that measures eye-gaze points. Eye tracking obtain physiological measurement based on visual stimulus at the anytime, where and how long participants look and how the eye movement follow on visual stimulus. In this research, aimed to measure consumer attention activations towards the integration of web pages of online stores. In this way determined which part of web pages are more paid attention or not attention by users. In this study, using eye tracking method to examine participant's eye movement behaviors during shopping on online store. The research was conducted with twenty-three participants. Examing the participant's eye movement obtain heat maps, total fixation point, gaze points, areas of interest, fixation point.