Abstract
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.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
Preview
Unable to display preview. Download preview PDF.
References
Shih, H.M., Goonetilleke, R.S.: Effectiveness of Menu Orientation in Chinese. Human Factors 40, 569–576 (1998)
Byrne, M.D., Anderson, J.R., Douglass, S., et al.: Eye Tracking the Visual Search of Click-down Menus. In: Conference on Human Factors in Computing Systems-Proceedings, pp. 402–409 (1999)
Halverson, T., Hornof, A.J.: Local Density Guides Visual Search: Sparse Groups are First and Faster. In: Proceedings of the 48th Meeting of the Human Factors and Ergonomics Society. HFES Press, New Orleans (2004)
Jay, C., Stevens, R., Glencross, M., Chalmers, A., Yang, C.: How People Use Presentation to Search for a Link: Expanding the Understanding of Accessibility on the Web. Universal Access in the Information Society 6, 307–320 (2007)
Djeraba, C., Stanislas, L., Dan, S., Sylvain, M., Nacim, I.: Eye/gaze Tracking in Web, Image and Video Documents. In: Proceedings of the 14th Annual ACM International Conference on Multimedia, pp. 481–482 (2006)
Sheree, J., Michael, E.H.: Visual Attention to Repeated Internet Images: Testing the Scanpath Theory on the World Wide Web. In: Proceedings of the Symposium on Eye Tracking Research & Applications (ETRA 2002), pp. 43–48 (2002)
Jakob, N.: F-Shaped Pattern For Reading Web Content. Jakob Nielsen’s Alertbox (2006), http://www.useit.com/alertbox/reading_pattern.html
Li, M., Zhong, N., Lu, S.F.: Exploring Visual Search and Browsing Strategies on Web Pages Using the Eye-tracking. Journal of Peking Polytechnic University (in press, 2009)
Li, M., Zhong, N., Lu, S.F.: A Study About the Characteristics of Visual Search on Web Pages. Journal of Frontiers of Computer Science & Technology (in press, 2009)
Zhang, P.: The Effects of Animation on Information Seeking Performance on the World Wide Web: Securing Attention or Interfering with Primary Tasks? Journal of the Association for Information Systems 1, 1–28 (2000)
Li, M., Yin, J.J., Lu, S.F., Zhong, N.: The Effect of Information Forms and Floating Advertisements for Visual Search on Web page: An Eye-Tracking Study. In: International Conference on Brain Informatics (BI 2009) (in press, 2009)
Russell, M.C.: Hotspots and Hyperlinks: Using Eye-tracking to Supplement Usability Testing. Usability News 72 - Russell 7, 1–11 (2005)
Guan, Z.W., Cutrell, E.: An Eye Tracking Study of the Effect of Target Rank on Web Search. In: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems, pp. 417–420 (2007)
Joachims, T., Granka, L., Bing, P., Hembrooke, H., Gay, G.: Accurately Interpreting Clickthrough Data as Implicit Feedback. In: Proceedings of the 28th Annual International ACM SIGIR Conference on Research and Development in Information Retrieval, pp. 154–161 (2005)
Baron, L.: Interaction Between Television and Child-related Characteristics as Demonstrated by Eye Movement Research. Education. Communication and Technology: A Journal of Theorg Research and Development 28, 267–281 (1980)
Fischer, P.M., Richards, J.W., Berman, E.F., Krugman, D.M.: Recall and Eye Tracking Study of Adolescents Viewing Tobacco Ads. Journal of the American Medical Association 261, 90–94 (1989)
Stark, L.W.: Sequences of Fixations and Saccades in Reading. In: Eye Movements in Reading, pp. 151–163. Elsevier Science Inc., Amsterdam (1994)
Glaser, W.R., Glaser, M.O.: Context Effects in Stroop-like Word and Picture Processing. Journal of Experimental Psychology: General 118, 13–42 (1989)
Houwer, D.J., Fias, W., d’Ydewalle, G.: Picture-word Stroop-like Effects: A Test of the Glaser and Glaser (1989) Model. Model. Psychol Res. 56, 293–300 (1994)
Rayner, K., Rotello, C.M., Stewart, A.J., Keir, J., Duffy, S.A.: Integrating Text and Pictorial Information: Eye Movements When Looking at Print Advertisements. Journal of Experimental Psychology 7, 219–226 (2001)
Megaw, E.D., Richardson, J.: Target Uncertainty and Visual Scanning Strategies. Human Factors 21, 303–316 (1979)
Bellenkes, A.H., Wickens, C.D., Kramer, A.F.: Visual Scanning and Pilot Expertise: The Role of Attentional Flexibility and Mental Model Development. Aviation, Space, and Environmental Medicine 68, 569–579 (1997)
Machworth, N.H.: Ways of Recording Line of Sight. In: Eye Movements and Psy-chological Processing, pp. 173–178. Erlbaum, Hillsdale (1976)
Posner, M.I., Cohen, Y.: Components of Visual Orienting. In: Attention & Performance X, pp. 531–556. Erlbaum, Mahwah (1984)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2009 Springer-Verlag Berlin Heidelberg
About this paper
Cite this paper
Li, M., Song, Y., Lu, S., Zhong, N. (2009). The Layout of Web Pages: A Study on the Relation between Information Forms and Locations Using Eye-Tracking. In: Liu, J., Wu, J., Yao, Y., Nishida, T. (eds) Active Media Technology. AMT 2009. Lecture Notes in Computer Science, vol 5820. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-04875-3_24
Download citation
DOI: https://doi.org/10.1007/978-3-642-04875-3_24
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-04874-6
Online ISBN: 978-3-642-04875-3
eBook Packages: Computer ScienceComputer Science (R0)