The effect of information forms and floating advertisements for visual search on Web pages: An eye-tracking study - Details

Author：

Li, Mi (Li, Mi.) (Scholars：栗觅) | Yin, Jingjing (Yin, Jingjing.) | Lu, Shengfu (Lu, Shengfu.) | Zhong, Ning (Zhong, Ning.)

Indexed by：

EI Scopus

Abstract：

Users＇　visual　search　on　a　Web　page　is　impacted　by　information　forms,　information　layout,　Internet　advertisements　(ads　for　short),　etc.　Text　and　picture　are　two　important　forms　of　expressing　the　information　on　Web　pages,　and　it　is　generally　through　the　two　forms　of　title　that　users　can　search　their　desired　information.　This　study　investigates　the　effect　of　the　two　basic　information　forms　and　floating　ads　on　visual　search　using　eye-tracking.　By　analyzing　the　visual　search　time　and　pupil　diameter,　the　results　show　that　it　is　easier　to　find　the　picture　than　the　text;　whether　the　target　is　text　or　picture,　floating　ads　do　not　significantly　impact　people＇s　visual　search　time,　however,　it　would　make　people　bored.　©　2009　Springer-Verlag　Berlin　Heidelberg.

Keyword：

Eye tracking Websites

Author Community：

[ 1 ] [Li, Mi]International WIC Institute, Beijing University of Technology, Beijing 100022, China
[ 2 ] [Li, Mi]Liaoning ShiHua University, Liaoning 113001, China
[ 3 ] [Yin, Jingjing]International WIC Institute, Beijing University of Technology, Beijing 100022, China
[ 4 ] [Lu, Shengfu]International WIC Institute, Beijing University of Technology, Beijing 100022, China
[ 5 ] [Zhong, Ning]International WIC Institute, Beijing University of Technology, Beijing 100022, China
[ 6 ] [Zhong, Ning]Dept. of Life Science and Informatics, Maebashi Institute of Technology, Maebashi-City 371-0816, Japan