Neuro-UX for Fashion E-Commerce: Reviewing Eye-Tracking and Cognitive Load Frameworks in Online Apparel Buying

Ridhima Chawla

doi:10.36948/ijfmr.2026.v08i01.66346

Neuro-UX for Fashion E-Commerce: Reviewing Eye-Tracking and Cognitive Load Frameworks in Online Apparel Buying

Author(s)	Ms. Ridhima Chawla
Country	India
Abstract	As fashion e-commerce platforms become increasingly visual, interactive, and choice-intensive, understanding how users cognitively and perceptually engage with online apparel interfaces has become critical. Traditional user experience (UX) research methods, such as surveys and usability testing, often rely on self-reported data and conscious user feedback, which may fail to capture subconscious attentional and cognitive processes influencing purchase decisions. This secondary review paper examines the application of Neuro-UX frameworks, specifically eye-tracking and cognitive load theory in evaluating and optimizing fashion e-commerce experiences. Drawing on interdisciplinary literature from neuroscience, human–computer interaction, consumer psychology, and digital retailing, the review synthesizes findings from prior empirical studies to identify how visual attention patterns and mental effort shape online apparel buying behaviour. The paper analyses key eye-tracking metrics, including fixation duration, scan paths, time to first fixation, and areas of interest, to understand how users process product imagery, textual information, interface elements, and recommendation cues. In parallel, it reviews cognitive load research to explore how interface complexity, excessive choice, dense information structures, and navigational inefficiencies contribute to decision fatigue and drop-off behaviour in fashion e-commerce contexts. By integrating insights from both domains, the paper highlights design implications for product pages, navigation systems, personalization strategies, and emerging technologies such as virtual try-on tools. The review concludes that Neuro-UX offers a robust, evidence-based foundation for designing fashion e-commerce interfaces that align with users’ attentional capacities and cognitive limits, enabling smoother decision-making, stronger emotional engagement, and improved conversion outcomes.
Keywords	Neuro-UX; Fashion E-Commerce; Eye-Tracking; Cognitive Load Theory; Online Consumer Behaviour; Visual Attention; User Experience Design
Field	Arts > Fashion
Published In	Volume 8, Issue 1, January-February 2026
Published On	2026-01-22
DOI	https://doi.org/10.36948/ijfmr.2026.v08i01.66346

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Neuro-UX for Fashion E-Commerce: Reviewing Eye-Tracking and Cognitive Load Frameworks in Online Apparel Buying

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