The cognitive style of Web pages (cognitive style) and web-aware (webpage perception)

Article Description: Interesting user research: Chinese, American and Korean user eye movement comparison.

Recently, the Chinese and Korean researchers conducted a cross-cultural study of cognitive style (cognitive style) and web-page perception (webpage perception), and the findings of the study were quite interesting, with a total of 27 people in the United States and South Korea. The experiment is to allow the user to browse (without any clicks) following this test page modeled after Yahoo (according to the user's nationality using the corresponding language version of the page), the eye movement will be recorded in real time, the test process is 30 seconds.

Figure 1: Test Page The researcher divides the page into 9 areas of interest (AOI, area of interests).

Figure 2: The area of Interest (AOI) from the following figure "the first 25 seconds of user access AOI sum" can be seen, the Korean user's eyes have been beating around the entire page. They jump more and more in every area than the other two groups. In the first 15 seconds, users in the US and China had similar eye movements, and in the first 10 seconds, Chinese users had a slightly higher AOI activity than their American users, but were quickly ahead of the obvious. After 15 seconds, U.S. users ' AOI growth rate is lower than that of Chinese users, indicating that American eye activity begins to stabilize and begins to focus on a particular page.

The following figure is "sum of time per Aoi". Note that the length of stay reflects the importance of the area to the user. The area 2 (see Figure 2) in the middle of the page header is particularly important and attracts the most lasting attention of the three users. Overall, American users were significantly more focused on regions 1, 2 and 5 than in the other two groups. Chinese users have focused more attention on regions 6, 7, 8 and 9.

Look again at the eye movement results (from top to bottom in order from the middle, the United States, Korea). The green dots represent the beginning of the eye activity, and the red represents the end.

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