Descubriendo temas destacados de la aplicación de la tecnología de eye tracking en la investigación de marketing

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Publicado 11-02-2022
Francisco Muñoz-Leiva
María Eugenia Rodríguez-López
Bárbara García-Martí

Resumen

El presente estudio presenta los principales resultados de un análisis bibliométrico de la investigación académica que ha aplicado la tecnología de seguimiento ocular (eye tracking) en la disciplina del marketing, a partir de 923 documentos extraídos de la base de datos bibliográfica WoS. Los objetivos del estudio son (i) identificar la estructura de las relaciones entre los temas de investigación pasados y actuales, (ii) proporcionar una perspectiva longitudinal sobre el eye tracking como herramienta de investigación usada por los académicos, cubriendo el período 1992-2020, e (iii) identificar las tendencias de investigación emergentes para el futuro.

  Entre otros resultados, encontramos que la metodología de eye tracking se ha aplicado en la investigación de marketing especialmente en la última década debido al interés por estudiar la atención visual de los consumidores y usuarios en los estudios de comportamiento. En términos más generales, en los últimos 30 años se han identificado cinco grandes áreas temáticas: (a) modelización-marca-atención, (b) seguimiento ocular-movimientos-comunicación, (c) web-online, (d) HCI-mirada-percepción y (e) elección-etiquetado.    El trabajo es el primero en identificar la estructura de las relaciones entre los temas de investigación pasados y actuales, y en predecir las futuras tendencias de investigación en los estudios de marketing que aplican eye tracking como herramienta de investigación. Al final del trabajo se discuten algunas limitaciones y posibles temas de investigación futura.

Cómo citar

Muñoz-Leiva, F., Rodríguez-López, M. E., & García-Martí, B. (2022). Descubriendo temas destacados de la aplicación de la tecnología de eye tracking en la investigación de marketing. Cuadernos De Gestión, 22(1), 97–113. https://doi.org/10.5295/cdg.211516fm
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Keywords

Eye tracking, Marketing, Web of science, SciMAT, Mapa bibliométrico, Diagrama estratégico, Red temática

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