Visual attention and navigation efficiency on interactive mall kiosks: an eye-tracking approach

Interactive information kiosks have slowly been prevalent in Philippine shopping malls, presenting operational and environmental advantages, contributing to sustainable infrastructure. The UTAUT2 framework's suitability for understanding the consumer acceptance of such kiosks for mall navigation is investigated in this study. The hypothesis was partially supported, showing that performance expectancy and enabling conditions have weak and insignificant effects on behavioral intention. Hedonic motivation and effort expectancy meanwhile exhibited significant correlations. The internal consistency and convergent validity of the measurement model showed acceptable reliability for most constructs, demonstrated by their Cronbach's alpha and composite reliability. Additional information on user engagement was revealed by eye-tracking data, such as pupil diameter and fixation metrics, which showed a moderate influence on behavioral intention. There are still restrictions despite their contributions. Elevated HTMT ratios, which indicate discriminant validity issues, point to overlap between concepts like effort expectancy, performance expectancy, and enabling situations. Path importance have been diminished by the increased model complexity resulting from the inclusion of all constructs without refinement. Overall, the results show UTAUT2's potential and drawbacks in multimodal usability studies. When applying physiological data to behavioral frameworks, future research should improve construct measurement, incorporate multi-method approaches, and take task-related and external variables into account.