TABLE OF CONTENTS

ABSTRACT ……………………………………………………………………………………………………….. iii
ACKNOWLEDGMENTS ……………………………………………………………………………………. iv
LIST OF FIGURES …………………………………………………………………………………………….. vi
LIST OF TABLES ……………………………………………………………………………………………… vii
SECTION
1. INTRODUCTION …………………………………………………………………………………. 1
2. LITERATURE REVIEW ……………………………………………………………………….. 2
2.1. ONLINE PRODUCT RECOMMENDER SYSTEMS ……………………………….. 2
2.2. EYE-TRACKING …………………………………………………………………………………. 5
3. THEORETICAL BACKGROUND AND HYPOTHESES ……………………….. 11
4. METHODOLOGY ………………………………………………………………………………. 14
5. DATA ANALYSIS AND RESULTS …………………………………………………….. 16
5.1. DATA ANALYSIS ON PUPIL DILATION …………………………………………… 17
5.2. DATA ANALYSIS ON FIXATION DURATION PER SECOND ……………. 18
6. DISCUSSION AND CONCLUSION …………………………………………………….. 22
7. CONTRIBUTIONS AND IMPLICATIONS …………………………………………… 23
8. LIMITATIONS AND FUTURE RESEARCH ………………………………………… 24
REFERENCES ………………………………………………………………………………………………….. 25
VITA …………………………………………………………………………………….29