Time-Dependent Changes In Viewing Behavior On Similarly Structured Web Pages

Autor(en): Kaspar, Kai 
Ollermann, Frank
Hamborg, Kai-Christoph 
Stichwörter: AGE-DIFFERENCES; ATTENTION; AVERAGING CORRELATION-COEFFICIENTS; EYE-MOVEMENTS; eye-tracking; Ophthalmology; REAL-WORLD SCENES; SALIENCY; schema building; SEARCH; time-effects; viewing behavior; web pages
Erscheinungsdatum: 2011
Herausgeber: INT GROUP EYE MOVEMENT RESEARCH
Journal: JOURNAL OF EYE MOVEMENT RESEARCH
Volumen: 4
Ausgabe: 2
Zusammenfassung: 
This article focuses on the impact of observation time and web page structure on viewing behavior. 63 subjects observed similarly structured pages of a popular commercial internet shop. Eye movements were recorded and analyzed regarding several saccade parameters, the individual fixation distribution by means of a progressive entropy approach, and the within- as well as between-subject congruency of fixation distributions. Our results show that viewing behavior significantly changed while subjects observed individual web pages. In contrast, we only found little evidence for a change in eye movements across web pages and hence for an attention-related schema building. In this context, we also provide an example of the impact of web page elements' position on fixation probability.
ISSN: 19958692

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