Measuring smartwatch feature preferences in college students using conjoint analysis and eye-tracking

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dc.contributor.advisorLarson, Daniel
dc.contributor.authorGurung, Karma
dc.contributor.committeeMemberLarson, Rebecca
dc.contributor.committeeMemberCrowson, Michael Howard
dc.date.accessioned2022-06-03T16:16:24Z
dc.date.available2022-06-03T16:16:24Z
dc.date.issued2022-05-13
dc.date.manuscript2022-04-28
dc.description.abstractObjective: The primary purpose of the study is to investigate the relationship between the conjoint survey outcome and eye-tracking study outcome and the secondary purpose is to investigate the gender differences in visual attention and survey results on smartwatch feature preferences in college students. Methods: The sample of the study was college students aged 18-64. This study was cross-sectional, and data were collected in three phases at the University of Oklahoma, Norman, OK. First, the elicitation phase gathered the top five features of a smartwatch. Then for the conjoint survey, 101 college students took the survey. Finally, 35 randomly selected volunteers who also took the conjoint survey took part in the eye-tracking study. Results: The study found that eye-tracking-based outcomes are not significantly correlated to survey-based outcomes. There was a significant gender difference in visual attention but not in the conjoint survey. Eye-tracking identified differences in visual attention by product attributes. Male college students have higher visual attention than female college students. Conclusions: Conjoint analysis and eye-tracking are two different measurement methods that do not agree with each other. This study provides some evidence that eye-tracking might be a better way to understand human behavior like purchasing decisions.en_US
dc.identifier.urihttps://hdl.handle.net/11244/335856
dc.languageenen_US
dc.rightsAttribution-NonCommercial-NoDerivatives 4.0 International*
dc.rights.urihttp://creativecommons.org/licenses/by-nc-nd/4.0/*
dc.subjectConjoint Analysisen_US
dc.subjectEye-trackingen_US
dc.subjectSmartwatch featuresen_US
dc.subjectPurchasing preferencesen_US
dc.thesis.degreeMaster of Scienceen_US
dc.titleMeasuring smartwatch feature preferences in college students using conjoint analysis and eye-trackingen_US
ou.groupDodge Family College of Arts and Sciences::Department of Health and Exercise Scienceen_US
shareok.nativefileaccessrestricteden_US

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