Time-Dependent Changes In Viewing Behavior On Similarly Structured Web Pages

Hamborg, Kai-Christoph; University Of Osnabrück, Ollermann, Frank; University Of Osnabrück & Kaspar, Kai; University Of Osnabrück
This article focuses on the impact of observation time and web page structure on viewing behavior. 63 subjects observed similarly structured pages of a popular commercial internet shop. Eye movements were recorded and analyzed regarding several saccade parameters, the individual fixation distribution by means of a progressive entropy approach, and the within- as well as between-subject congruency of fixation distributions. Our results show that viewing behavior significantly changed while subjects observed individual web pages. In...
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