Integrated approach to e-commerce websites evaluation with the use of surveys and eye tracking based experiments

Due to high availability of e-commerce websites providing similar services and products, the website usability becomes one of the most critical factors affecting online businesses' success. Therefore, website quality and user experience evaluation is an important research task. There are multiple methodologies for performing the evaluation. The proposed in our earlier studies PEQUAL methodology extends the classical eQual method by taking into account different aspects of preference modeling and aggregation derived from Multi-Criteria Decision Analysis (MCDA). This paper extends the PEQUAL methodology further by incorporating eye tracking based measurement and analysis into the criteria set. The results of the conducted empirical verification of proposed approach are presented.