Designing for usability: key principles and what designers think
Communications of the ACM
International Journal of Human-Computer Studies
The determinants of web page viewing behavior: an eye-tracking study
Proceedings of the 2004 symposium on Eye tracking research & applications
Information and Management
The influence of font type and line length on visual search and information retrieval in web pages
International Journal of Human-Computer Studies
What are you looking for?: an eye-tracking study of information usage in 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
Impending web intelligence (WI) and brain informatics (BI) research
PRICAI'06 Proceedings of the 9th Pacific Rim international conference on Artificial intelligence
BI'09 Proceedings of the 2009 international conference on Brain informatics
Web intelligence meets brain informatics: an impending revolution in WI and brain sciences
AWIC'05 Proceedings of the Third international conference on Advances in Web Intelligence
Hi-index | 0.01 |
Web pages are the main interface of human-computer interaction on the Internet. Although several factors of successful Web page design have been studied, few researches considered the utility and effectiveness of emotion and rationality in Web information for e-Commerce. This study conducted an eye-tracking experiment to address how emotional and rational appeals mediate the users' Web commercial information perceiving, as reflected by their own eye movements. The major finding is that the mean fixation duration for participants to obtain information appealed in emotional strategy is significant shorter than those appealed in rational strategy. The result may indicate that Web commercial information in rational strategy is more difficult to be extracted, and therefore suffers from more cognitive processes.