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Fig. 3.
Average search time on the Web page with floating ads vs. without floating
ads. (a) For the search target was text, no significant difference between with floating
ads and without floating ads (p
>
0.05). (b) For the search target was logo picture, no
significant difference between with floating ads and without floating ads (p
>
0.05).
0.05 is the significant level of F-check, and the error lines represent the mean standard
error.
differences between them [
F
(1, 98) = 1.02,
P>
0
.
05]. The results suggest that
no matter search text or picture, floating ads don't significantly impact people's
visual search time on Web pages.
However, the result of the questionnaire showed that 83% participants con-
sidered floating ads impacting their visual search on Web pages [
0
χ
05
(1) =
.
43
05], which conflicted with the results that floating ads had no sig-
nificant effects on the search time. Therefore, we would do the further statistical
analysis of pupil diameter which is related to emotion in cognitive science.
.
56
,P <
0
.
3.2
Pupil Diameter on the Web Page with Floating Ads vs. without
Floating Ads
Figure 4 presents the changes in pupil diameter when participants did visual
search on the Web page with or without floating ads. For the search target was
presented as text, the average pupil diameter on the Web page with floating
ads (3.58 mm) was smaller than without floating ads (3.79 mm) and there was
a significant difference between them [
05], as shown
in Fig. 4(a). For the search target was presented as logo picture, the average
pupil diameter on the Web page with floating ads (3.62 mm) was also significant
smaller than without floating ads (3.84 mm)[
F
(1, 98) = 5.60,
P<
0
.
05], as
shown in Fig. 4(b). A study demonstrated that the changes in pupil diameter
reflect the changes in emotion: the pupil dilated in pleasant emotion and pupil
constricted in annoying emotion [17]. The result of the pupil diameter indicates
F
(1, 98) = 6.67,
P<
0
.
