The effects of shopping motivation and web complexity on the cognitive workload of online shopping using eye tracking technology

Abstract

As e-commerce grows, optimizing user experience is crucial for competitiveness. This study employs eye-tracking technology to examine how shopping motivation and webpage complexity affect cognitive load during online shopping, offering design recommendations. Twelve undergraduate students participated, completing shopping tasks on websites with varying complexity. Eye movement data were recorded using a Tobii Pro Nano eye tracker (60Hz). Webpage complexity was manipulated through page length, image count, and animations, while shopping motivation was set via contextual descriptions. Results show that webpage complexity and shopping motivation significantly impact cognitive load. High-complexity pages increased viewing time, fixation duration, and saccade count, with goal-directed shoppers experiencing a higher cognitive load than exploratory shoppers. E-commerce platforms should tailor webpage complexity, reduce redundant information, and optimize navigation to enhance user satisfaction and shopping experience.