Service comparison analysis through smartphone app

1.Bird (USA, Europe)

2.Lime (USA, Europe)

3. Kickgoing (South Korea)

Eye-Tracking for analyzing Smartphone App

I plan to use Eye tracking technology for quantitative analysis of three apps.

Procedure

Participants were asked to look at each label for completing
two predefined tasks: evaluating their willingness to
purchase and perceived healthfulness of the products. These
two tasks were performed in the same session, in blocks that
were separated in time by a 5 min break. Half of the respondents
evaluated willingness to purchase first, whereas the
other half evaluated perceived healthfulness first.
For each task, consumers received instructions on the
screen. Trials started with a fixation cross on the screen for
1 s to make consumers fixate their gaze at a predefined
point before looking at the labels. After that, the first label
appeared on the screen until the participants made a mouse
click. Then the label disappeared from the screen, and it was
replaced by a question that asked consumers to rate their
willingness to purchase (or perceived healthfulness of the
products) using a 9-point structured scale. Then a new fixation
cross appeared again for 1 s followed by the next label.
Participants’ eye movements when evaluating the labels
were recorded at 60 Hz, using the remote eye tracker integrated
with the screen on which the labels were presented.
The duration of each trial depended on the time that each
participant took to answer in each label (on average
10 min).

Experiment Result

The research process