Geschlechtsunterschiede im visuellen Verhalten bei der Orientierung in Online-Shops

Diplomarbeit aus dem Jahr 2007 im Fachbereich Informatik - Wirtschaftsinformatik, Note: 1,1, Hochschule der Medien Stuttgart, Sprache: Deutsch, Abstract: The present work deals with the question if, in case of the consideration by online-shops, gender-specific dissimilarities in the visual orientation behaviour can be found. After a comprehensive representation of the relevant theory follows the experimental investigation. This strives for an academically founded answer of the leading question formulated on top. Besides, the procedure of the eye movement analysis has emerged out as tried and tested means to examine the interaction at the monitor under aca-demic points of view. In this context a study was conceived within, which the visual orientation behaviour of the participant test persons is grasped experimentally and is evaluated for both genders separately. Build upon this, hypotheses are developed which should be understood as an attempt of a logical interpretation of the ascertained results (incl. their possible origin). Indeed, this diploma thesis does not raise the claim to collect significant and representative data and results. Rather it should be under-stood as a suggestion and assistance for future investigations in this new field of re-search.
Keywords: visual perception, visual attention, visual orientation behaviour, sex/gender, eye movement analysis, online-shop