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The Layout of Web Pages: A Study on the Relation between Information Forms and Locations Using Eye-Tracking

  • Conference paper
Active Media Technology (AMT 2009)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 5820))

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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.

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Author information

Authors and Affiliations

  1. International WIC Institute, Beijing University of Technology, Beijing, 100022, P.R. China

    Mi Li, Yangyang Song, Shengfu Lu & Ning Zhong

  2. Liaoning ShiHua University, Liaoning, 113001, P.R. China

    Mi Li

  3. Dept. of Life Science and Informatics, Maebashi Institute of Technology, Maebashi-City, 371-0816, Japan

    Ning Zhong

Authors
  1. Mi Li
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  2. Yangyang Song
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  3. Shengfu Lu
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  4. Ning Zhong
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Editor information

Editors and Affiliations

  1. Department of Computer Science, Hong Kong Baptist University, Kowloon Tong, Hong Kong,  

    Jiming Liu

  2. Department of Energy Systems Engineering Okayama University, 3-1-1 Tsushima-naka, Okayama, Japan

    Jinglong Wu

  3. Department of Computer Science, University of Regina, Regina, S4S 0A2, Saskatchewan, Canada

    Yiyu Yao

  4. Dept. of Intelligence Science and Technology, Graduate School of Informatics, Kyoto University, Japan

    Toyoaki Nishida

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© 2009 Springer-Verlag Berlin Heidelberg

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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

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  • 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)

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