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Fig. 1. Possible pathway of the floating ad on a Web page. The dotted lines represent
the possible pathway of the floating ad.
or corrected-to-normal vision, and none of them had the experience about the
eye movement experiment. Participants were randomly divided into 2 groups
according to whether the Web page with floating ads. There were 50 participants
in the group without floating ads, and the other 50 participants were in the
group with floating ads. Eye tracker recorded the eye movement data in the
whole visual search process from participants' viewing the Web page to finding
out the required phrase or logo picture.
We used Tobii T120 eye tracker to record participants' eye movement during
them either searching the text or logo picture on Web pages without floating ads
and with floating ads. The rate of Tobii T120 eye tracker is 120 HZ, the Web
pages were displayed on the screen which is a 19” LCD monitor with a resolution
set to 1024
×
768 pixels.
3R su s
In this study, we focus our analysis on the search time and pupil diameter during
participants searched text and logo picture on the Web page with and without
floating ads.
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