[c143] Maroudas A., Katsanos C., Avouris N. (2009). Human-Computer Interaction: Investigating users' attention mechanisms in Website interaction. In Proceedings of the 3rd Conference of Electrical and Computer Engineering Students, Thessaloniki, Greece (in Greek) (pdf)
ABSTRACT The goal of this paper was to investigate usersʼ attention mechanisms while interacting with a) a website containing many banners and b) the results-page of a WWW search engine. Two eye-tracking user studies were conducted towards this purpose. In the first study, users first completed an information seeking task in a website containing many banners, and were then asked to describe the banners they could remember. Results showed that all users had fixations on at least two banners. However, none of them could remember the content of the banners they had fixated on. This is in line with the banner blindness theory. In the second study, users were provided with an information goal and a set of keywords and were asked to use a WWW search engine. Results indicated that users tend to scan the list from top to bottom and tend to fixate mostly on the three first results.
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