Usability of Online Bank Interface Analysis Based on Eye Tracking Experiment and Self-report

Document Type : Research Paper

Authors

1 Faculty of Management, University of Tehran, Tehran, Iran

2 Faculty of Management, University of Azad University of Tehran, Tehran, Iran

3 Department of Management, PHD Student, Azad University, Tehran, Iran

Abstract

The paper’s aim is to study about the usability of online banking interface, correcting the user-friendliness of web interface, and improving attraction of bank website, which have gradually become essential the network marketing strategy of the banks. This study took three banks web site as a case study to record subjects’’ eye tracking data of time to first fixation, AOI place, fixation duration and blink count and so on by using Tobii T60XL Eye Tracking, while users’ login online banking web interface, and analyzed that the effects of webpage layout, navigation, colors, the amount of information representation which impacts on the usability of online banking interface. We used eye trach and self-report for collecting data. Research reveals that overall usability score for banks of Melli, Mellat and Saman are 80% 75% and 89% respectively. The results demonstrate that the login entry, account login information and other key control buttons should be located in the upper right corner to quickly lock the goal, and the interface should have a modify amount of information representation, reasonable font size settings, the appropriate proportion, simple, harmonious and warmth design style.

Keywords

References

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Journal of Business Administration Researches
Volume 12, Issue 23
November 2020
Pages 391-416

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