<abstract xmlns="http://www.w3.org/1999/xhtml"><p>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.</p></abstract>

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.

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

Studies in Business and Economics

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Neuromarketing as research method contrbutes to understanding consumer behavior a step further than traditional marketing research. The aim of the current...

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

Published Online: Sep 16, 2019

Page range: 193 - 208

DOI: https://doi.org/10.2478/sbe-2019-0034

Keywords
consumer attention, neuromarketing, eye-tracker, banking services, consumer memory

© 2019 Țichindelean Beca Monica et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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

Published Online: Sep 16, 2019

Page range: 193 - 208

DOI: https://doi.org/10.2478/sbe-2019-0034

Keywordsconsumer attention, neuromarketing, eye-tracker, banking services, consumer memory

© 2019 Țichindelean Beca Monica et al., published by Sciendo

This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

Keywords
consumer attention, neuromarketing, eye-tracker, banking services, consumer memory