Eye tracking the visual search of click-down menus
Proceedings of the SIGCHI conference on Human Factors in Computing Systems
Visual attention to repeated internet images: testing the scanpath theory on the world wide web
ETRA '02 Proceedings of the 2002 symposium on Eye tracking research & applications
Accurately interpreting clickthrough data as implicit feedback
Proceedings of the 28th annual international ACM SIGIR conference on Research and development in information retrieval
Eye/gaze tracking in web, image and video documents
MULTIMEDIA '06 Proceedings of the 14th annual ACM international conference on Multimedia
An eye tracking study of the effect of target rank on web search
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
Universal Access in the Information Society
BI'09 Proceedings of the 2009 international conference on Brain informatics
Emotion and rationality in web information: an eye-tracking study
AMT'11 Proceedings of the 7th international conference on Active media technology
Remote usability evaluation using eye tracking enhanced with intelligent data analysis
DUXU'13 Proceedings of the Second international conference on Design, User Experience, and Usability: design philosophy, methods, and tools - Volume Part I
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Web pages are an important human-computer interface, and the layout of Web pages has an effect on visual search. This study focuses on using eye-tracking to explore the relation between information forms and locations, as well as the impact of floating advertisements (ads for short) for visual search on Web pages. The results show that for the information presented as text, the fixation duration in quadrant I (right upper), II (left upper) and III (left lower) are shorter than in quadrant IV(right lower) and the center area; for the picture, the fixation duration in quadrant II is the shortest and in quadrant III is the longest. No matter what location the information is placed on a Web page, there is no significant difference between the Web page with floating ads and without floating ads on the fixation duration, which indicates that floating ads have no significant effect on the layout of Web pages. The results suggest that the important information whether text or a picture is suitable to place in quadrant II; however, it is the worst for the layout of Web pages to arrange text information in quadrant IV and the center area or picture information in quadrant III.