A Visual Priority Selection Effect of Searching Information in E-commerce Web Page
Xi Xia · Industrial Engineering and Management · 2011
Experiment Builder which come with Eyelink-2000(SR Research) was used to present the stimulus which composed by brand logo.Designed eye-movement experiment on the basis of the preview search paradigm to study whether the preview effect occurs at logo which composed by different colors,shape,structure and so on.The data collected from experiment show that:the speed of search became significant slower with the increase of new items,and the number of fixations in interest area significant increased with the increase of new items,but they are no relation to the amount of old items.These results suggest that the preview effect also appeared for brand logo.The conclusions provide some references for designing e-commerce website and improve user efficiency of information search on the web page.