Web site quality evaluation combining eyetracking and physiologicial measures to self-reported emotions: an exploratory research
Sandrine Prom Tep, Alain Dufresne, J. B. Saulnier, MaryJo Archambault · 2008
Studying Human Computer interaction, standard usability measures have focused on effectiveness, efficiency and satisfaction and do not incorporate emotions [1]. Recently, the importance of the affective quality in the design and in the evaluation of interactive systems has been stressed [2]. With e-commerce and the multiplication of retail Web sites, taking emotions into considerations become crucial as it has been clearly established that consumers are not always rational in their choices, nor utilitarian in their motivations [3]. If there is much more than cognitive information processing going on while consumers are online [4], measuring behavior for interactive systems evaluation has almost exclusively limited its focus to cognitive activities. Models combining emotions with human information processing variables are scarce and when available, they rely on reported data [5]. Research has shown though, that emotions are experienced both at the conscious and preconscious levels [6]. We will present an exploratory project, where we attempted to tackle this complex phenomenon. We triangulated non-consciously informed data derived from eyetracking and physiological measures, with post activity self-report of emotions on a scale to measure emotional reaction of users who are exploring a commercial Web site [7].