چكيده به لاتين
Nowadays ease of acquiring products and services has become an important matter for costumers. In other word, they want to obtain what they want using least possible energy and time and fewest possible obstacles. Evaluation of websites' design and consequently that of e-commerce websites, from this perspective lays in the realm of ergonomics and usability disciplines. Usability according to the most accepted definition is known as "the extent to which a product is usable in certain areas for certain users, aiming to reach to certain objectives, with efficiency and satisfaction". Current research aims at yielding some subconscious metrics for evaluating usability of e-commerce websites and suing these metrics in order to investigate the effects of gender and prior online shopping experience of the users on the usability experienced by the them.
The current study is undertaken using eye tracking device and methodology with two approaches, namely comparative and correlational. Three e-commerce websites named Okala, SnappMarket, and TezolMarket have been used and cases in this research. In order to yield the subconscious metrics of usability, statistical correlation analysis between eye tracking metrics and self-report usability metrics has been undertaken. Results from this research shows, that there is a significant inverse association between the usability of the e-commerce websites and eye tracing metrics namely, fixation count, fixation duration, total fixation duration, saccade count, scan-path length, and pupil size. In addition, using these metrics as usability evaluation means, showed that men experienced the same websites as more usable than did the women and those with higher prior experience in online shopping experienced the same websites as more usable compared to those with lower online purchasing experience.
