Effects of Dynamic Information Content, Information Display Modality and Website Type of Shopping Web on Browser's Attention

• Main Authors: Chen, Rou- Jhen, 陳柔蓁
• Other Authors: Lai, Chien-Jung
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/68292394613506268131

碩士 === 國立勤益科技大學 === 流通管理系 === 103 === The main purposes of this study was to investigate the distribution of browser attention on shopping website. A 2×2×2 mixed laboratory experiment was conducted. The independent variables were website type (high-affective perception and low-affective perception), information display modality (visual dynamic and auditory broadcast) with the information contents (promotion information and evoked information). The dependent variables were participant’s eye track data (fixation time , fixation frequency and change in orbit) that was collected by Face Lab and Gaze Tracker. The results showed that the different information display modality were significant for information area on fixation time and fixation frequency. The visual dynamic had more fixation time and frequency than the auditory broadcast. The information display modality and information contents were significant for subjects’ other peripheral area fixation time and fixation frequency. The auditory broadcast was greater than the visual dynamic, and the evoked information was greater than the promotion information. In high-affective web site, subjects had more fixation time and fixation frequency with (high-affective + visual + evoked ) on information area. The subjects had more fixation time and fixation frequency with (high-affective + auditory + evoked ) on peripheral area. In low-affective web site, subjects had more fixation time and fixation frequency with (low-affective + visual + promotion ) on information area. The subjects had more fixation time and fixation frequency with (low-affective + auditory + evoked ) on peripheral area.