Purpose: The purpose of this study is to explore the visual attention patterns of Generation Z (Centennials) on digital investment platforms.
Research Methodology: Using an eye-tracking-based neuromarketing approach, supported by a quantitative approach, this study conducted an experiment to compare the visual behavior of novice and experienced investors. The sample in this study consisted of 90 students and capital market practitioners using a snowball collection technique
Results: The results show that investors predominantly focus on the order book, running trade, and stock chart features. Furthermore, there are significant differences. Experienced investors have a strategic attention pattern, starting with viewing the global market overview (Global Index) before focusing on specific data (Order Book, Running Trade). They also master analytical tools and spend time on chart indicators. In contrast, novice investors tend to be exploratory, spending more time processing real-time data and focusing more on price visualizations (Stock Charts).
Conclusions: The conclusions of this study emphasize the importance of app design tailored to user experience levels to effectively increase financial literacy and inclusion.
Limitations: This study is limited by its geographical focus on Generation Z participants in Surabaya, which may restrict the generalizability of the findings to other regions or demographic contexts. Additionally, the use of a single digital investment platform may limit cross-platform applicability.
Contributions: This study contributes original insights by integrating eye-tracking-based neuromarketing methods into the context of digital investment behavior among Generation Z in Indonesia an area that remains underexplored.