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

Abstract

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.

Visual attention to the main image of a hotel website based on its position, type of navigation and belonging to Millennial generation: An eye tracking study

“…Given that the behaviour on the web is influenced by age (Kaspar et al, 2011), we also speak of younger generations that have had contact with technology from a very early age, having always been part of their lives. They use it in a more active way to look for any activity related to tourism and how to plan their next trips, being more committed to this activity, which gives them a greater level of skills when checking the different means of communication.…”