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[{"key": "dc.contributor.advisor", "value": "Lepp\u00e4niemi Matti", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.advisor", "value": "Hautala Jarkko", "language": "", "element": "contributor", "qualifier": "advisor", "schema": "dc"}, {"key": "dc.contributor.author", "value": "Jokinen, Joel", "language": null, "element": "contributor", "qualifier": "author", "schema": "dc"}, {"key": "dc.date.accessioned", "value": "2017-01-28T14:13:48Z", "language": "", "element": "date", "qualifier": "accessioned", "schema": "dc"}, {"key": "dc.date.available", "value": "2017-01-28T14:13:48Z", "language": "", "element": "date", "qualifier": "available", "schema": "dc"}, {"key": "dc.date.issued", "value": "2016", "language": null, "element": "date", "qualifier": "issued", "schema": "dc"}, {"key": "dc.identifier.other", "value": "oai:jykdok.linneanet.fi:1665658", "language": null, "element": "identifier", "qualifier": "other", "schema": "dc"}, {"key": "dc.identifier.uri", "value": "https://jyx.jyu.fi/handle/123456789/52890", "language": "", "element": "identifier", "qualifier": "uri", "schema": "dc"}, {"key": "dc.description.abstract", "value": "The aim of this study was to shed light on the consumers\u2019 decision making\r\nprocesses in an online environment. The vast amount of information found online and\r\nthe presence of online peer recommendations has shaped the purchase decision making\r\nenvironment \u2013 making it more simple in some situations, more complex in others. This\r\nstudy answers to the need for more research on consumers\u2019 cognitive processes when\r\nmaking purchase decisions, the influence of website design factors towards consumer\r\ndecision making as well as the social presence of others in online environments.\r\nPreviously little research has been done on the effects of product ratings toward\r\nconsumer attention through eye-tracking methodology. Eye-tracking methodology was\r\nchosen to overcome the limitations created by using solely self-report methods and\r\nprojective techniques, such as surveys and interviews, in order to better understand the\r\nmental constructs and the behavior of a consumer. A 2 (decision complexity) X 2 (quality\r\nof product rating) between-subjects experiment design was employed for this study to\r\nassess whether consumers would try to ease cognitively demanding purchase decision\r\nmaking tasks through the use of social heuristics. The data (N=25) was collected through\r\nassessing the eye movements of multiple subjects. From the data eye-tracking\r\nparameters such as fixation duration, dwell time and the time to first fixation were\r\nanalyzed through statistical tests. Supporting data was collected through asking the\r\nsubjects for a brief verbalization of their thought process during the experiment. The\r\nresults show a significant combined effect of task complexity and product ratings\r\ntowards the decision making time. No significant combined effect of task complexity\r\nand product ratings was found for fixation duration, dwell time and the time to first\r\nfixation on the area of interest. A significant main effect was discovered between task\r\ncomplexity and dwell time percentage. Good product ratings were perceived faster than\r\nbad product ratings, which as a finding is in line with earlier research. Consumers also\r\nseem to be prone to using social heuristics, such as peer-made product ratings, to\r\nconform with others during the purchase decision making process, even if the purchase\r\ndecision is seemingly simple.", "language": "", "element": "description", "qualifier": "abstract", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted using Plone Publishing form by Joel Jokinen (joeljoki) on 2017-01-28 14:13:47.746437. Form: Pro gradu -lomake (https://kirjasto.jyu.fi/julkaisut/julkaisulomakkeet/pro-gradu-lomake). JyX data: [jyx_publishing-allowed (fi) =True]", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Submitted by jyx lomake-julkaisija (jyx-julkaisija.group@korppi.jyu.fi) on 2017-01-28T14:13:48Z\r\nNo. of bitstreams: 2\r\nURN:NBN:fi:jyu-201701281300.pdf: 1223291 bytes, checksum: e9fa75117f4cff681b26cac4b46cfc96 (MD5)\r\nlicense.html: 4859 bytes, checksum: 2a7b952b7f843853c8d374bdc66e6527 (MD5)", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.description.provenance", "value": "Made available in DSpace on 2017-01-28T14:13:48Z (GMT). No. of bitstreams: 2\r\nURN:NBN:fi:jyu-201701281300.pdf: 1223291 bytes, checksum: e9fa75117f4cff681b26cac4b46cfc96 (MD5)\r\nlicense.html: 4859 bytes, checksum: 2a7b952b7f843853c8d374bdc66e6527 (MD5)\r\n Previous issue date: 2016", "language": "en", "element": "description", "qualifier": "provenance", "schema": "dc"}, {"key": "dc.format.extent", "value": "1 verkkoaineisto (70 sivua)", "language": null, "element": "format", "qualifier": "extent", "schema": "dc"}, {"key": "dc.format.mimetype", "value": "application/pdf", "language": null, "element": "format", "qualifier": "mimetype", "schema": "dc"}, {"key": "dc.language.iso", "value": "eng", "language": null, "element": "language", "qualifier": "iso", "schema": "dc"}, {"key": "dc.rights", "value": "In Copyright", "language": "en", "element": "rights", "qualifier": null, "schema": "dc"}, {"key": "dc.title", "value": "The role of electronic word-of-mouth in consumers' online purchase decision making : an eye-tracking study", "language": 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"dc.contributor.department", "value": "Taloustieteet", "language": "fi", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.department", "value": "Business and Economics", "language": "en", "element": "contributor", "qualifier": "department", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "University of Jyv\u00e4skyl\u00e4", "language": "en", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.contributor.organization", "value": "Jyv\u00e4skyl\u00e4n yliopisto", "language": "fi", "element": "contributor", "qualifier": "organization", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Markkinointi", "language": "fi", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.subject.discipline", "value": "Marketing", "language": "en", "element": "subject", "qualifier": "discipline", "schema": "dc"}, {"key": "dc.date.updated", "value": "2017-01-28T14:13:49Z", 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