User characteristics can affect the success and effectiveness of performing tasks on the system. Based on the user model, it is possible to customize system to user requirements or target information that might be useful. User characteristics also play a role in system usability testing, where knowledge of these characteristics helps us to reduce distortion of test results.
In our work we deal with the effect of the user personality traits to solving typical tasks in the e-shop using eye-tracking. The aim of our work is to identify features that are related to individual personality traits and then select and design those features that are significant within various online stores. Based on our findings, we want to create a model which will be able to automatically identify user personality trait independently of the page interface.