The Effect of the Position and Content-relative on Web-ads:An Eye Movement Study
Jin Wen Tian · Yingyong xinlixue · 2008
Tobii T120 eye tracker was used to record 16 participants' eye movement when they looked through news Web pages with ads.The present study investigated whether the position and content-relative of Web-ads could affect their eye fixation on the Web-ads.The experiment was 3(position:top,middle,bottom)× 2(relevancy:related,unrelated)two-factor within-subjects repeated-measure design.The results were as follows:(1)on eye movement index,the main effect of the content relevancy was not significant;however,the main effect of the position of web-ads was significant.The number of fixation and fixation duration of the ads that located on the top and middle of the web pages was larger than that of the ads located on the bottom of the web pages.(2)On recognition score,the main effect of the content relevancy was also not significant,but it was better when ads were located at the middle of the news Web pages,and the effect of the position of web-ads was significant.It's concluded that only the position of Web-ads affects participant's eye fixation