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• W2247663903 abstract "The main objective of this study is examining how different attributes, presented in Internet sales on Facebook, can influence a consumer’s behavior. The study was done in collaboration with a fashion store called Mania and a marketing and research company called MMR. An emphasis was imposed on five independent variables, the position of the price and size tags, whether the size and price were mentioned or not and the prevalence of a human model. In addition to that, the total fixation time was explored, in regards to a difference between men and women. Tobii’s 1750 eye scanner device was used in real life setting to measured how much the attributes affected the total fixation time participants had on the product. Participants in the study were students at Reykjavik University in the year 2014. A hierarchical multiple regression was done to test if the main attributes in the study significantly predicted the length of the total fixation time. The results showed that three out of five independent variables had a significant impact on the dependent variable or the total fixation time. The results also showed that there was a significant difference between male and female fixation duration, with male participants in general looking longer than female participants. Based on the results it can be concluded that the prevalence of the human model, and when size is not revealed, has a positive effect on the participant‘s attention duration.; Meginmarkmið þessarar rannsoknar er að kanna hvernig mismunandi eiginleikar, sem koma fram i netsolu a Facebook, hafa ahrif a hegðun neytenda. Rannsoknin var gerð i samstarfi við fataverslunina Maniu i Reykjavik og markaðs og miðlunar fyrirtaekið MMR. Athugað var hvernig staðsetning a verði og staerð verðmiðans hafi ahrif a skynjun neytandans hvort verð og staerð vorunnar vaeru tekin fram og hvort tilvist fyrirsaetu hafi ahrif a heildar skynjun neytandans. Einng var athugað hvort munur vaeri a skynjun a milli kynja. Notast var við Tobii 1750 augnskanna til þess að maela skynjun þatttakanda. Þatttakendur i rannsokninni voru nemendur við Haskolann i Reykjavik. Stigveldis marghliða aðhvarfsgreining var gerð til þess að kanna hvernig frumbreyturnar i rannsokninni spa fyrir heildar skynjunartima þatttakanda. Niðurstoður sýndu að þrjar af fimm frumbreytum hofðu markaek ahrif a heildar skynjunartima þatttkanda. Niðurstoður sýndu einnig að munur vaeri a milli kynja, en karlmenn horfa að meðaltali lengur a voru heldur en kvennmenn. Ut fra niðurstoðum rannsoknarinnar ma alykta að tilvist fyrirsaetu og það að staerðin se ekki tekin fram hafi jakvaeð ahrif a athygli þatttakanda." @default.
• W2247663903 created "2016-06-24" @default.
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• W2247663903 date "2015-05-01" @default.
• W2247663903 modified "2023-09-27" @default.
• W2247663903 title "Importance of Social Media in Online Marketing and Use of Eye-Tracking Methods in Online Shopping" @default.
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