Investigating the differences in web browsing behaviour of Chinese and European users using mouse tracking

Authors:
Lee Griffiths;Zhongming Chen
Affiliations:
The School of Computing, Science and Engineering, University of Salford;The School of Computing, Science and Engineering, University of Salford
Venue:
UI-HCII'07 Proceedings of the 2nd international conference on Usability and internationalization
Year:
2007

Citing 5
Cited 0

The impact of culture and gender on web sites: an empirical study

ACM SIGMIS Database
Cultural differences in the online behavior of consumers

Communications of the ACM
What can a mouse cursor tell us more?: correlation of eye/mouse movements on web browsing

CHI '01 Extended Abstracts on Human Factors in Computing Systems
Usability tool for analysis of web designs using mouse tracks

CHI '06 Extended Abstracts on Human Factors in Computing Systems
Effects of alphanumerical display formatting on search time among Chinese and American users

CHI '06 Extended Abstracts on Human Factors in Computing Systems

Quantified Score

Hi-index	0.00

Visualization

Abstract

The World Wide Web has become a ubiquitous information source and communication channel. With such an extensive user population, it is imperative to understand how users view Web pages. Studies of Web browsing behaviour aimed at different cultures have previously been carried out using methodologies such as questionnaires, observation and expensive eye-tracking. Mouse-tracking however, has not been previously widely applied to studies of Web browsing behaviour. This paper presents an exploratory study in which Web browsing behaviour was investigated with a help of a remote proxy mouse tracker. Furthermore, this paper compares the browsing behaviour of European users with Chinese users. This comparative study tries to explore whether or not there exists any differences in expected menu positions between Chinese and European users using mouse tracking methodology.