comparison of customers’ visual attention in the online shopping process of sports products with a neuromarketing approach

Websites are one of the important interfaces in human-computer interaction. therefore, finding the optimal structure and content of a website to attract the visual attention of customers has become one of the basic challenges of researchers, neuromarketers, and sports marketers. however, few studies have investigated the visual attention of customers during the online shopping process from sports websites. therefore, the current research, employing an eye tracker, aimed to compare the visual attention of customers in viewing images and descriptions of online sports products. visual attention data of 65 participants (33 women and 32 men) with the two factors of fixation count (fc) and total fixation duration (tfd) while visiting two content elements of the merooj sportswear website, i.e. images (without/with human models) and product descriptions (product name, sizing information and product price) were extracted. in the next step, the extracted data were analyzed through paired sample t-test. the results showed that the customers’ visual attention was more on the product images rather than on the description. in addition, there was no difference between customers’ visual attention to images without human models and images with human models. from the results and analysis of the findings, it can be suggested to the company owners and designers of sports websites to optimize the content of their websites by presenting attractive images or using famous human models. additionally, utilizing virtual simulation technologies and artificial intelligence in clothing display images in online shopping can enhance the customer experience and help them make firmer decisions.