创意思维与方法 创意思维与方法 73SURL-How Do Users Browse a Portal Website An Examination of User Eye Movements (2).docx

METHOD Participants Forty undergraduate students, with a mean age of 22.1 (SD=6.8) years, were recruited from a Midwestern university to participate in the study. All participants reported having experience using the internet at least once a week. Over 92% of participants reported using their university portal at least once a week. Materials The stimuli for this study consisted of two versions of a portal page. Eighteen channels were selected from the university web portal and were equally divided into two sets. A 2 and 3-column version of the web portal page was created from each set. Participants were given a background questionnaire inquiring about their Internet usage habits. A Pentium Core2 Duo PC with 96 dpi 17 monitor running at a resolution of 1024 by 768 pixels was used. The monitor was integrated with the Tobii 1750 eye-tracking system running at 50Hz and ClearViewTM?2.7.0 software, which was used to detect and collect participant eye-gaze data. A background questionnaire was used to assess participants’ internet usage and gather demographic information. Procedure Participants were seated approximately 60 cm away from the monitor and calibrated with the eye tracker. Participants were randomly assigned to view one of the two portal pages. They were asked to simply view the page and familiarize themselves with its content. Participants were given 20 seconds to complete the task. RESULTS Order of Fixations The orders of fixations in each channel were examined for both the 2 and 3-column conditions and summarized across participants. Across both conditions, participants scanned horizontally across channels instead of vertically by column. For the 2-column condition, this row-wise tendency replicates findings of Goldberg et al. (2002). Participants entered into the channel region of the 2-column portal page through the top, left channel and proceeded to scan to the right. After scanning the first row of channels, the second row of channels was entered in the ri