Web sitelerinde insan görseli kullanımının tüketici bakış noktası ve ilgi süresine etkisi açısından değerlendirilmesi: Nöropazarlama uygulaması – göz izleme analizi

The purpose of this thesis is to determine the effect of the product presentations used in websites together with human images and without human images; on focus points of respondents and their duration of attention. For this purpose, an eye-tracking analyses was undertaken. The results have also been analyzed according to gender and depending on if the products are hedonic or utilitarian. In the methodology part two surveys (preliminary and post) and eye tracking methods are used. A preliminary survey to 82 respondents was applied. However, in the second phase of the study 50 out of 82 respondents came to the laboratory and participated in the eye tracking study. After the analyses of the eye tracking results 8 of them was found not to be eligible resulting with 42 analyses that met the criteria for evaluation. 42 people of who 21 are women and 21 are men attended to this eye tracking analysis. Eye tracking analysis, which is a neuromarketing method, is used as a research method; and also a survey has been applied on 42 people who joined the analysis to define their demographic profile and online shopping habits. Moreover, structured-interview have been carried out with 42 attendants related to the eye tracking analysis as a part of post survey. Results will be helpful in designing and enhancing e-commerce websites to be more effective. Keywords: Web Design, Neuromarketing, Eye-Tracking