Determination of user experience on food business websites by using Neuromarketing techniques
In this research, the relevant literature was scanned and 28 items about visual contents were removed from the literature. With these items, the needs assessment analysis was performed by applying the Delphi technique, on eight experts who constitute the subjects of the study at the same time. In the next stage of the research, two websites were created based on the visual content items extracted from the literature and presented to experts with the Delphi technique. By creating the experimental procedure, an experimental area was prepared for eight subjects, and websites were shown to them. EEG and eye-tracking measurements were made over the websites that were shown during the experiment. The data obtained from the EEG are over Alpha, Beta-1, and Beta-2 frequencies, and revealed respectively attention, high concentration, and anxiety. The total number of fixations based on eye-tracking data was measured synchronously with the EEG data. Findings revealed that the experiment1 website, which was used visual content, was a more efficient website on attention, high concentration, and total fixation. The anxiety level of the experiment2 website was more perceptible to the subjects.
Abdullah, M.H. (1998). Guidelines for evaluating web sites. ERIC Digest, This Digest Was Created By ERIC, The Educational Resources Information Center, ERIC Clearinghouse on Reading English and Communication Bloomington IN. (ERIC Document Reproduction Service No. ED426440).
Abuín, N. (2008). La publicidad en periódicos electrónicos: Creación y evaluación de un modelo de eficaci. Unpublished Doctoral Thesis, Universidad Complutense de Madrid.
Alican, Ö. (2014). Esnek Web (Responsive Web) Sitesi Tasar?m?nda Tipografi Sorunlar?. Dokuz Eylül Üniversitesi Güzel Sanatlar Fakültesi Dergisi, 12(12), 85. https://doi.org/10.17484/yedi.29098.
Ba?an, B. (2020). Web page redesign with the user experience component of usability: the tksd case study. Unpublished Master Thesis, Kadir Has University, School of Graduate Studies, ?stanbul.
Bar, M. (2004). Visual objects in context. Nature Reviews Neuroscience, 5(8), 617–629. https://doi.org/10.1038/nrn1476.
Bonnardel, N., Piolat, A., & Le Bigot, L. (2011). The impact of colour on website appeal and users’ cognitive processes. Displays, 32(2), 69–80. https://doi.org/10.1016/j.displa.2010.12.002.
Büyüköztürk, ?. (2012). “Örnekleme Yöntemleri”, “http://w3.balikesir.edu.tr/~msackes/wp/wp-content/uploads/2012/03/BAY-Final Konulari.pdf”, Last Access: 15.04.2019.
Clarke, B. & Svanaes, S. (2014). Literature review of research on online food and beverage marketing to children. Committee of Advertising Practice (CAP), Family Kids and Youth (FK&Y), December, 2014.
Coleman, R. (2010). Framing the pictures in our heads: Exploring the framing and agenda-setting effects of visual images. Routledge Taylor & Francis Group New York and London, Chapter 10, 233-262.
Conte T., Mendes, E. & Travassos, G., H., (2005). Development processes for web applications: a systematic review. XI. Simpósio Brasileiro de Multimídia e Web - WebMedia, Poços de Caldas, Brasil, 2005.
Co?kun, P. (2019). Elektronik ticaret sitelerinin nöropazarlama aç?s?ndan eeg ve eye-tracking yöntemleri ile incelenmesi. Unpublished Doctoral Thesis, F?rat Üniversitesi Sosyal Bilimler Enstitüsü Teknoloji ve Bilgi Yönetimi Anabilim Dal?.
Crotti, E. (2017). Integral 432 hz music – awareness, music and
meditation. Wenz Books, www.lulu.com, ISBN: 978-1326919825 p.36-37.
Cyr, D., Head, M., Larios, H., & Pan, B. (2009). Exploring human images in website design across cultures: A multi-method approach. MIS Quarterly, 33(3): 539-566.
Dimigen, O. & Ehinger, B. V. (2019). Analyzing combined eye-tracking/eeg experiments with (non)linear deconvolution models. www.biorxiv.org/content/10.1101/735530v1.full.pdf, Access Date: 20.06.2019, https://doi.org/10.1101/735530.
Drumeva, K. (2013). Basic aspects of typography in designing a web page. Art, Design and Art Education: Methods and Experiences of Creativity Development at Kaunas University of Applied Sciences Justinas Vienožinskis Faculty of Art, November, 2013.
Ekmekçi, R. (2019). Sporda zihinsel antrenman (bir ad?m önde) psikolojik performans-beyin nas?l çal???r?-stres yönetimi-motivasyon-beyin ve beslenme-spor geneti?i. Detay Publishing, 2nd Edition, Ankara.
Eschbach, R. (Ed.), (1999). Recent progress in digital halftoning. II. The Society for Imaging Science and Technology, Springfield, 1-3.
F?rlar, B & Okat Özdem, Ö. (2013). Web tasar?m?n?n önemi: destinasyon web sitelerinin görsel tasar?mlar?n?n de?erlendirilmesi. ODÜ Sosyal Bilimler Ara?t?rmalar? Dergisi (ODÜSOB?AD), 4(7), 5-16.
Garrett, J.J. (2011). The elements of user experience: user-centered design for the web and beyond. New Riders Voice That Matter, The 2nd Edition, Berkeley, CA.
Güleç, F., Durusoy, R. & Çelebisoy, N. (2018). Shift in time zone: the biologic clock and neurology, zaman dilimi de?i?ikli?i: biyolojik saat ve nöroloji. Turk J Neurol, 24: 201-202, DOI:10.4274/tnd.82084.
Gündüz, K. (2018). Çikolata markalar?n?n fark?ndal???n?n eeg analiz yöntemi kullan?larak de?erlendirilmesi. Unpublished Master Thesis, F?rat University, Social Science Institute, Department of Entrepreneurship and Innovation Management, Elaz??.
Ivory, M.Y. & Hearst, M.A. (2002). Statistical profiles of highly-rated web sites. Proceedings of the Conference on Human Factors in Computing Systems, April 2002.
Jormakka, E.S.F. (2015). Visualizing the user experience on website. Bachelor’s Thesis, Karelia Ammattikorkeakoulu Karelia University of Applied Sciences Degree Program in Design, p.45., Spring, 2015.
Karamustafa, K., Biçkes, D.M. & Ulama, ?. (2002). Türkiye’deki konaklama i?letmelerinin internet web sitelerini de?erlendirmeye yönelik bir çal??ma. Erciyes Üniversitesi ?ktisadi ve ?dari Bilimler Fakültesi Dergisi, 19, July-December, pp. 51-92.
Khuong, T.T., Dinh Thanh Nhan, P.Y.N. & Thuan, N.H. (2018). Colour, trust, satisfaction, and e-loyalty: the vietnamese experience of website design. ICMLSC’18, February 2–4, 2018, Phu Quoc Island, Vietnam, ACM. ISBN: 978-1-4503-6336-5. DOI: http://dx.doi.org/10.1145/12345.67890.
Kotler, K. et al. (2017). Pazarlama 4.0: gelenekselden dijitale geçi?. Optimist Publishing, October, 2017.
Kovacevic, D. & Brozovic, M. (2018). Differences between designers’ and users’ perception of instructions design. 8th Conference on Information and Graphic Arts Technology, 2018.
Lee, Dong Hyun, (2007). Effective use of negative space in graphic design. Thesis, Rochester Institute of Technology, 2007.
Mohamed, R. Sh., & Yousif, G. A. (2010). Input resolution and its effect of the printed image quality on digital toner printing systems (case study – Sinai, Egypt). The Egyptian Journal of Remote Sensing and Space Science, 13(1), 75–80. https://doi.org/10.1016/j.ejrs.2010.07.009.
Monetate (2018). Monetate Ecommerce Quarterly. Monetate.
Nielsen, J. (2000). Designing web usability. USA: New Riders Press.
Nielsen, J. (2006). F-shaped pattern for reading web content. https://www.nngroup.com/articles/f-shaped-pattern-reading-web-content-discovered/, (Last Access: 12.11.2019).
Orlova, M. (2016). User experience design (UX design) in a website development website redesign. MAMK University of Applied Science, Bachelor’s Thesis Information Technology, December, 2016.
Oyibo, K. & Vassileva, J. (2020). The effect of layout and colour temperature on the perception of tourism websites for mobile devices. Multimodal Technologies and Interact, 4(8), https://doi.org/10.3390/mti4010008.
Rakap, S. (2017). Tek denekli deneysel ara?t?rma yöntemleri. Erba?, D. ve Yücesoy-Özkan, ?. (Ed.), in Uygulamal? davran?? analizi, PEGEM Akademi, ISBN 978-605-241-141-4, DOI: 10.14527/9786052411414, 2017.
Rudnicka, P. (2009). User experience (UX) of corporate websites: usability, marketing, strategies and emotional response, In: L.
Karamushka, & B. Ko?usznik (Eds.). Work and Organizational Psychology Problems and Challenges in Poland and Ukraine. (pp. 42-43).
Saucken, C.v., Reinhardt, J., Michailidou, I. & Lindemann, U. (2013). Principles for user experience design: adapting the tips approach for the synthesis of experiences. 5th IASDR, Tokyo.
Sik-Lanyi, C. (2012). Choosing effective colours for web sites. (Ed.) Best, J. in Colour Design Theories and Applications (pp.600-621). Woodhead Publishing Limited, 2012.
?ahin, A.E (2001). E?itim ara?t?rmalar?nda delphi tekni?i kullan?m?. Hacettepe Üniversitesi E?itim Bilimleri Dergisi, 2001; 20:215-220.
Tosun, M., Erginli, M., Kas?m, Ö., U?ra?, B., Tanr?verdi, ?. & Kavak, T. (2018). EEG verileri kullan?larak fiziksel el hareketleri ve bu hareketlerin hayalinin yapay sinir a?lar? ile s?n?fland?r?lmas?. Journal of Computer and Information Sciences, 1(2), A2, August, 2018.
Yang, S.S. (2012). Eye movements on restaurant menus: A revisitation on gaze motion and consumer scanpaths. International Journal of Hospitality Management, 31 (2012) 1021– 1029.
Yurt, S. & Kad?o?lu, H. (2019). Delfi uzla?? tekni?inin hem?irelikte kullan?m?. Hem?irelikte E?itim ve Ara?t?rma Dergisi, 16(1), 48-53, doi:10.5222/HEAD.2019.048.
Yüncü, H. R., Ekmekçi, R. & Babaç, E. (2021). Yiyecek i?letmeleri web sitelerindeki görsel içeriklerin belirlenmesine yönelik bir ara?t?rma. Türk Turizm Ara?t?rmalar? Dergisi, 5(1).
Willis, E. (2011). The UX umbrella. DC Startup Weekend on Nov. 19, 2011. http://www.dswillis.com/talks/2014/4/the-ux-umbrella, (Last Access: 21.12.2020).
W3C (2008). Web content accessibility guidelines. W3C Recommendation, https://www.w3.org/TR/WCAG20/, (Last Access: 10.11.2019).
Zeliff, N. D. & Heldenbrand, S. S. (1993). What has being done in the international business curriculum? Business Education Forum, 48 (I),23-2S, 1993.
http://eee.ktu.edu.tr/labs/med.end/EEG.pdf, (Last Access: 01.05.2020).
https://aklinizikesfedin.com/beyin-dalgalari-delta-teta-alfa-beta-ve-gama/, (Last Access: 01.05.2020).
Copyright (c) 2022 Tourism & Management Studies
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.