Eye Tracking Based Experimental Evaluation of the Parameters of Online Content Affecting the Web User Behaviour

被引：3

作者：

Jankowski, Jaroslaw ^{[1
]}

Watrobski, Jaroslaw ^{[1
]}

Witkowska, Katarzyna ^{[1
]}

Ziemba, Pawel ^{[2
]}

机构：

[1] West Pomeranian Univ Technol Szczecin, Fac Comp Sci & Informat Technol, Dept Informat Syst Engn, Zolnierska 49, PL-71210 Szczecin, Poland

[2] Jacob Paradyz Univ Appl Sci Gorzow Wielkopolski, Dept Technol, Teatralna 25, PL-66400 Gorzow Wielkopolski, Poland

来源：

SELECTED ISSUES IN EXPERIMENTAL ECONOMICS | 2016年

关键词：

Eye tracking; Website evaluation; Advertising content; SCHIZOPHRENIA; FIXATIONS; MOVEMENTS; LOCATION; MARKER;

D O I：

10.1007/978-3-319-28419-4_20

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Research related to the online systems and behaviours of their users could be implemented with the participation of online systems and measurement oriented on the final recipient. In addition to the traditional survey based methods, measuring systems associated with eye tracking that allow precise determination of visual paths and areas of websites or ads that absorb the attention of the recipient are used. In this chapter, the main assumptions of the use of eye tracking in experimental economics and the results of the experiment are presented. Designed experiment was aimed to the detection of relation between the characteristics of interactive advertising units, its location within the site and the level of interest of the recipient based on absorption and attention.

引用

页码：311 / 332

页数：22

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