Please use this identifier to cite or link to this item:
Title: Matching scan paths for insights into the usability problems of online supermarkets
Authors: See Tho, Wai Loon
Keywords: DRNTU::Library and information science::Archives and records management::Business records management
Issue Date: 2015
Abstract: The online supermarket trend is growing in popularity with more users turning to grocery shopping on the Web. The usability problems of page clutter and confusing category terms are some of the reasons users cannot navigate efficiently to find target products in online supermarkets; resulting in lost sales and decreased stickability. The aim of the study is to investigate the usability of online supermarkets for FairPrice Online ( and Prime Online The study recruited 14 participants to conduct user testing of two online supermarkets. Eye-tracking methodology accompanied by post-task questionnaire survey was used. The measurement items for the study were number of fixations and scan paths. Results indicated participants had higher number of fixations when there were usability problems. Scan paths were qualitatively analysed by matching the sequence of patterns to an expected scan path and confirmed through self-reported data. The usability problems were identified as confusing subcategory terms and complex hierarchy relationship of product grid for FairPrice Online and no visibility of expected product category links and page clutter for Prime Online. From the scan paths, recommendations were provided to improve the usability problems that were identified on the online supermarkets. Overall, the matching scan paths successfully provided insights into the usability problems of online supermarkets.
Rights: Nanyang Technological University
Fulltext Permission: restricted
Fulltext Availability: With Fulltext
Appears in Collections:WKWSCI Theses

Files in This Item:
File Description SizeFormat 
  Restricted Access
6.59 MBAdobe PDFView/Open

Google ScholarTM


Items in DR-NTU are protected by copyright, with all rights reserved, unless otherwise indicated.