The complexity of opt-in procedures in mobile shopping: Moderating effects of visual attention using the eyetracker

모바일 쇼핑에서 옵트인의 절차적 복잡성 연구: 아이트래커(eyetracker) 기반 시각적 주의의 조절효과

  • Kim, Sang-Hu (Dept. of Psychology, Kangwon National University) ;
  • Kim, Yerang (Dept. of Psychology, Kangwon National University) ;
  • Yang, Byunghwa (Dept. of Psychology, Kangwon National University)
  • Received : 2017.07.02
  • Accepted : 2017.08.20
  • Published : 2017.08.28


Consumers tend to feel concern about disclosure of personal information and, at the same time, to avoid inconvenience of procedural complexity caused by the privacy protections. The purpose of current paper is to investigate relationships between opt-in procedural complexity and shopping behavior using smart phones, moderating by the amount of visual attentions using eyetrackers. Therefore, we created a virtual mobile Web-site in which the complexity of opt-in procedures in our experiment is manipulated and measured. Also, we measured the dwell-time of area of interest using SMI-RED 250 instrument for tracking the real eye movement. Results indicated that the levels of procedural complexity are related to repurchase, indicating a moderating effect of the amount of visual attentions. Finally, we discussed several theoretical and practical implications of management for mobile commerce.


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