Information Technology Reference
In-Depth Information
3.1
Search Time
Search Time on Text vs. on Logo Picture.
We contrasted visual search
time for searching both text and logo picture on the Web page with floating ads
or without floating ads. As shown in Fig. 2(a), the average search time on text
(14.16 s) was longer than on logo picture (8.69 s) and there was a significant
difference between them when participants performed visual search on the Web
page without floating ads [
05]. As shown in Fig. 2(b),
the average search time on text (14.91 s) was also longer than on logo picture
(7.90 s) and there was a significant difference between them when participants
performed visual search on the Web pages with floating ads [
F
(1, 98) = 40.83,
P<
0
.
F
(1, 98) = 71.34,
P<
05]. The results indicated that, whether there were floating ads on Web
pages or not, the average search time on text was significant longer than on logo
picture.
0
.
Fig. 2.
Average search time on text vs. on picture. (a) For the Web page without
floating ads, the average search time on text was significant longer than on picture (p
<
0.05*). (b) For the Web page with floating ads, the average search time on text was
significant longer than on picture (p
<
0.05*). 0.05 is the significant level of F-check,
and the error lines represent the mean standard error.
Search Time on the Web Page with Floating Ads vs. without Floating
Ads.
We contrasted visual search time for searching either text or logo picture
on the Web page with floating ads and without floating ads, as shown in Fig.
3(a). Although the average search time on the Web page with floating ads (14.91
s) was longer than without floating ads (14.16 s) when the search target was
presented as text, the difference between them was not significant [
F
(1, 98) =
0.68,
05]. As shown in Fig. 3(b), even though the average search time on
the Web page with floating ads (7.90 s) was shorter than without floating ads
(8.69 s) when the search target was presented as picture, there were no significant
P>
0
.
