The Determinants of Web Page Viewing The Determinants of Web Page - - PowerPoint PPT Presentation
The Determinants of Web Page Viewing The Determinants of Web Page Viewing Behavior: An Eye- -Tracking Study Tracking Study Behavior: An Eye Bing Pan, Helene Hembrooke, Geri Gay, Laura Granka, Matt Feusner, Jill Newman HCI Group Information
Bing Pan, Helene Hembrooke, Geri Gay, Laura Granka, Matt Feusner, Jill Newman HCI Group Information Science Program
Department of Communication
Cornell University http://www.hci.cornell.edu
Determinants of viewing behavior
— Three processes during an eye fixation: encoding, sampling, and planning [Viviani 1990]: — Eyes are attracted to most informative areas [Rayner, 1998] — Fixation frequency -> importance; Fixation duration -> complexity and difficulty [Fitts et al. 1950] — Instructions influences fixation sequence [Buswell 1935] — Intent influence eye movement [Yarbus 1967] — Complexity influences fixation duration [Pelz et al. 2000]
– Texts were first entry points for online news readers
[Stanford Poynter Project 1998]
– Viewers spent more time on pictures than texts in print
advertisements [Rayner 1998]
– Subjects have habitually preferred scanpath and features
Holmes 2002]
– Research on a web portal page: more horizontal
movement; headers are not always viewed before the body; searches are not more directed along time [Goldberg et al. 2002]
– 30 Subjects (1 African American, 4 Asian Americans,
and 25 Caucasians, 13 females and 17 maless)
– 22 web pages from 11 popular web sites from four
categories (news, shopping, search, and business);
– Half of the subjects were given instructions to
remember as much as they could about the content;
– 30 seconds of viewings; – Demographic data and recall were measured.
– Mean Fixation Duration (average fixation duration):
indication of information complexity and task difficulty [Rayner 1998]
– Gazing Time (rate of gazing vs. fixation): negatively
related to task difficulty [Nakayama et al. 2002]
– Saccade Rate (number of saccades per second):
negatively related to task difficulty and mental load [Nakayama et al. 2002]
– 2 (Gender) X 2 (Task Condition) X 2 (Page Order) X
4 (Site Type)
– Fixed factors: gender, task condition, page order,
site type
– Random factors: subject factor, random web site
selection from each of four categories of sites
Table 2. Mixed Model on Mean Fixation Duration Effect Numerator DF Denominator DF F Value Signific ance Gender 1 98.8 5.22 .02 Page Order 1 104 16.66 .00 Types
* Page Order 3 104 5.95 .00
Table 4. Mixed Model on Gazing Time Source Numerator DF Denominator DF F Value Significance Page Order 1 104 4.3 .04 Type of Sites * Page Order 3 104 10.04 .00
0.33 0.34 0.35 0.36 0.37 0.38 0.39 0.4 0.41 First Page Second Page
Shopping Search New s Business
Figure 2. Interaction Effect on Mean Fixation Duration
58 60 62 64 66 68 70 72 First Page Second Page
Shopping Search News Business
Figure 3. Interaction Effect on Gazing Time
1.65 1.7 1.75 1.8 1.85 1.9 1.95 First Page Second Page
Shopping Search News Business
Figure 4. Interaction Effect on Saccade Rate
Site Type Gender Page Order Mean Fixation Duration Gazing Time Saccade Rate
Figure 5. Overall Results
0.2 0.4 0.6 0.8 1 1.2 1.4
E B A Y
G O O G L E
J O B
R
C N E T
W 3
W 3
M A C R O
G O O G L E
C N N
C N E T
M S N
C N N
A M A Z O N
M A C R O
J O B
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Y A H O O
M S N
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N E T S
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A M A Z O N
E B A Y
Figure 6. Variance of Scanpaths for Different Web Pages
Figure 7. Two Web Pages with the Smallest Scanpath Variances Figure 8. Two Web Pages with the Largest Scanpath Variances
Gender of subjects, the order of web pages being
viewed, and the interaction between site types and the
A possible relationship between scanpath variability and
the structural/visual complexity of the web page;
Individual characteristics and the stimuli contribute to
viewers’ eye movement behavior [Rayner 1998].
The problem with mental workload
Males exhibited significantly longer mean fixation
durations than females while females scan more of the pages
– males and females reacted differently to images, and
affected subsequent memory performance [Jones, Stanaland, and Gelb, 1998]:.
– females often engage in comprehensive processing of all
the available information, while males tend to focus on a fewer number of areas [Meyers-Levy and Maheswaran, 1991]:.
Complex interaction effects of page order and site type – Eye movement behavior changes over time, more
variability on first pages
– The change in direction and magnitude were influenced by
the type of web sites – “Context Cueing” and adaptation [Chun, 2000]
– No significant effects for other individual variables
and task instruction
– Mental workload is a multi-dimensional construct. – know “what” and “how” not “why” – Future research: combined with verbal protocol,
videos of facial expression, and post experiment interviews.
…
seconds we can spot every girl to watch out for and all the men we’d like to meet. …
– Electra, C. (2004). Ten things you don’t know about