Information Technology Reference
In-Depth Information
Fig. 4.
Average pupil diameter in the Web page with floating ads vs. without floating
ads. (a) For the target is text, with floating ads is significant smaller than without
floating ads (p
<
0.05*). (b) For the target is logo picture, with floating ads is significant
smaller than without floating ads (p
<
0.05*). 0.05 is the significant level of F-check,
and the error lines represent the mean standard error.
that no matter the search target presents as text or picture, the floating ads
impact users' mood that it would make people bored when they perform visual
search on Web pages.
4
Discussion
4.1
Information Form Impacts Users' Visual Search Eciency
Search time is the main indicator for measuring users' visual search e
ciency on
Web pages. The shorter the visual search time is, the higher the visual search
eciency would be. This study investigated the effect of information forms in-
cluding text and logo picture for users' visual search on Web pages. Results
indicate that the information form significantly impacts the visual search ef-
ficiency on Web pages, and whether there are floating ads on Web pages or
not, the visual search time on text is significantly longer than logo picture
(see Fig. 2).
Text on Web pages is often in a single color, not colorful as the picture.
Therefore, several previous studies show that the colorful pictures attract users'
more attention than text. Users usually view the picture before reading the
text [6], which because the color of the picture could provide prior clues for
their visual search and attract their eyeballs [18,19]. Rayner also pointed out
that viewers' initial fixation frequency on the picture (69%) are much higher
than the text (16%) [20]. Moreover, When a hyperlink is presented as two forms
text and picture on the same page, users often prefer clicking the picture to
