CHI '01 Extended Abstracts on Human Factors in Computing Systems
An eye tracking study of the effect of target rank on web search
Proceedings of the SIGCHI Conference on Human Factors in Computing Systems
AMT '09 Proceedings of the 5th International Conference on Active Media Technology
Emotion and rationality in web information: an eye-tracking study
AMT'11 Proceedings of the 7th international conference on Active media technology
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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.