Proceeding of the 1st International Conference on Lifespan Innovation (ICLI 2025)

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From Gaze to Purchase: A Comprehensive Survey on Eye-Tracking and Pupil Variation in Recommendation Systems and E-Commerce

Authors
Devika Deshpande1, *, Bharati P. Vasgi1, Punam Chavan1, Pranjali Deshpande2
1Marathwada Mitra Mandal’s College of Engineering, Pune-52, India
2MKSSS’s Cummins College of Engineering for Women, Pune-52, India
*Corresponding author. Email: devikadeshpande2023.it@mmcoe.edu.in
Corresponding Author
Devika Deshpande
Available Online 31 August 2025.
DOI
10.2991/978-94-6463-831-8_5How to use a DOI?
Keywords
Eye-tracking; Pupil Dilation; E-Commerce; Recommendation Systems
Abstract

Eye-tracking and pupil variation have amassed significant interest in the advancement of user-centric, personalized recommendation systems, offering critical insights into user preferences and improving engagement to boost e-commerce. This paper analyses existing systems on gaze-based interaction, fixation patterns, saccades defined as rapid, abrupt ocular movements that occur when we redirect our attention from one spot to another, pupillometry and neuromarketing to enhance recommendation accuracy in areas such as e-commerce, media consumption, and adaptive learning. It aims to provide a detailed review of research studies examining the use of these metrics in recommendation models. Additionally, it examines methodological approaches and data collection techniques involved in incorporating eye-tracking data into recommendation algorithms to improve their accuracy. This survey synthesizes key findings to provide a structured overview of the use of eye-tracking in e-commerce systems and delineates potential directions for future research in gaze-driven recommendation systems.

Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceeding of the 1st International Conference on Lifespan Innovation (ICLI 2025)
Series
Advances in Health Sciences Research
Publication Date
31 August 2025
ISBN
978-94-6463-831-8
ISSN
2468-5739
DOI
10.2991/978-94-6463-831-8_5How to use a DOI?
Copyright
© 2025 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Devika Deshpande
AU  - Bharati P. Vasgi
AU  - Punam Chavan
AU  - Pranjali Deshpande
PY  - 2025
DA  - 2025/08/31
TI  - From Gaze to Purchase: A Comprehensive Survey on Eye-Tracking and Pupil Variation in Recommendation Systems and E-Commerce
BT  - Proceeding of the 1st International Conference on Lifespan Innovation (ICLI 2025)
PB  - Atlantis Press
SP  - 32
EP  - 39
SN  - 2468-5739
UR  - https://doi.org/10.2991/978-94-6463-831-8_5
DO  - 10.2991/978-94-6463-831-8_5
ID  - Deshpande2025
ER  -