Abstract
Despite the rapid adoption of smartphones among fashion consumers, their dissatisfaction with retailers' mobile apps and websites also increases. This suggests that understanding how mobile consumers use smartphones for shopping is important in developing digital shopping platforms fulfilling consumers' expectations. Research to date has not focused on eye tracking consumer shopping behavior using smartphones. For this research, we employed mobile eye tracking experiments in order to develop unique shopping journeys for each fashion consumer accounting for differences and similarities in their behavior. Based on scan path visualizations and shopping journeys we developed a precise account about the areas the majority of fashion consumers look at when browsing and inspecting product pages. Based on the findings, we identified mobile consumers' behaviour patterns, usability issues of the mobile channel and established what features the mobile retail channel needs to have to satisfy fashion consumers' needs by offering pleasing customer user experiences.
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