Web页面信息的视觉搜索行为特征的研究

A Study about the Characteristics of Visual Search on Web Pages

网页是非常重要的人机界面,网页信息如何有效、合理地布局以引导人们的视觉行为,进而提高视觉搜索效率是网页设计者重点考虑的问题。从认知科学角度研究人们在Web页面上进行设计视觉信息搜索时的视觉行为特性,同时探讨浮动广告对于视觉搜索行为的影响。实验结果显示:无论是否有浮动广告,Web页面周边区域的注视时间和注视次数都显著大于中心区域。实验结果表明,Web页面视觉性搜索信息时,更多地注视周边区域,呈现视觉搜索的周边特性;而浮动广告对于视觉搜索行为没有显著影响。实验结果说明:(1)从视觉搜索角度来看,对于具有超级链接性质的标题信息,放置在周边区域比在中心区域更有利于人们的视觉搜索行为;(2)浮动广告的广告效应不明显。

Web page is the important human-computer interface. Effective and rational layout of the information on Web page to guide the visual search behavior and improve the visual search efficiency should be fully taken into account by the Web page designers. This study is about the characteristics of visual search and whether the floating ads affect users＇ visual search behavior on Web page on cognitive science. The experimental data show that no matter there are floating ads on Web page or not, the peripheral area is significantly greater than the central area on fixation duration and fixation count. The results show that people have paid more attention to search on the peripheral area than on the central area of Web page by vision, here call this as peripheral characteristic of visual search, and the floating ads have no significant effect on the peripheral characteristic of visual search. The results indicate that： （1） the title with the hyperlink feature placed at the peripheral area is easier to visual search than at the central area; （2） the floating ads have no significant advertising effect on visual search.