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-- Habuchi, Y., Takeuchi, H., & Kitajima, M. (2007)Habuchi, Y., Takeuchi, H., & Kitajima, M. (2007). Where Do Web Visitors Look and at What? - An Eye-Tracking Study. HCI International 2007 Posters, 1084-1088.
Where Do Web Visitors Look and at What? - An Eye-Tracking StudyThe purpose of this study is to investigate Web-visitors' viewing behavior by using eye-tracking data. Users' eye-scanning strategies were analyzed in terms of user experience, Web-site categories, and location and function of Web-page components. Two Web user groups, eight heavy users and eight light users, were asked to browse a total of eighteen Web pages from three Web-site categories, portal, news, and corporation. We assumed that the participants would exhibit either location-based Web page viewing behavior, characterized by the absolute location of viewing areas, i.e., left, middle, and right, or function-based Web page viewing behavior, characterized by the function of viewing areas, i.e., contents, navigation, and advertisement. The total number of fixations for each area was measured. The results demonstrate that the users adopted a function-based viewing strategy when the site purpose was obvious, otherwise they adopted a location-based viewing strategy. Download
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