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search tasks. Most participants adopted the avoidance strategies so that the
search eciency wasn't significantly impacted by floating ads. In reflection to
the search time, the result shows that there is no significant difference on the
search time between with floating ads and without floating ads.
4.3
Floating Ads Impact People's Mood
Previous researches [29,30] about the relationship between the pupil size and
mental activity suggested that the pupil diameter dilated in positive emotion
(such as happy and joy), and the pupil diameter constricted in negative emotion
(such as fear and sadness). These results show that the pupillary response is
associated with the changes in emotion.
By analyzing the average pupil diameter, we found that whether the searched
target is text or picture, the average pupil diameter on the Web page with floating
ads was significantly smaller than without floating ads. The result shows that
users don't prefer searching on the Web page with floating ads, which makes the
pupil diameters constricted. Therefore, floating ads would make people bored
when they perform visual search on Web pages.
The result of questionnaire shows that 94% participants didn't like floating
ads during them searching information on Web pages by eyes, which is highly
consistent with the result of the average pupil diameter.
5Con lu on
This paper reports an experiment study on the effect of information forms and
floating ads for visual search using eye-tracking. The results show that the visual
search time on text is longer, in contrast that on picture is shorter. And there
is significant difference between them. Therefore, the picture which is the same
as the text in visual effects is easier to be searched than text. In addition, the
study also investigates the effect of floating ads. The results show that whether
the searched target is text or picture, floating ads do not significantly impact
people's visual search time, however, the result of the pupil diameter indicates
that floating ads would make people bored.
Acknowledgements
This work is partially supported by the National Science Foundation of China
(No. 60775039 and No. 60673015) and the grant-in-aid for scientific research
(No. 18300053) from the Japanese Ministry of Education, Culture, Sport, Sci-
ence and Technology, and the Open Foundation of Key Laboratory of Multi-
media and Intelligent Software Technology (Beijing University of Technology)
Beijing.
