透視眼動背後的認知與情緒

– Beyond usability

Man-Ying Wang

Department of Psychology

Soochow University

What does webpage information

design affect ?

What one looks at and how he looks

How one feels

Information processing

Emotion

?

Eye tracking web usability

Jacob Nielsen & Kara Pernice (2010)

Which one do you prefer ?

Which one are you most likely to click

on?

Information design

Emotion

Information complexity

Complexity Entropy (H = log2 N bits)

# Infor. sources

Low <=2 2-4

Medium 2.6-3.2 6-9

High >=3.6 12-

高芷彤（2012）

高芷彤（2012）

民國前/通用格式

民國前/通用格式

民國前/通用格式

民國前/通用格式

preference

ratings

low construal level

How does preference relate to viewing

behavior ?

Fluency of processing

Fixation duration

Saccade amplitude

Global to local processing

Increasing fixation durations

Decreasing saccade amplitudes

Mills et al., 2011, J of Vision

Medium complexity banners

Efficient

global>>local

Less effort

longer fixation durations

(fewer numbers of fixation)

Shorter saccade amplitudes

Fluent processing

Positive evaluation

Information design

Emotion

? Fluency

民國前/通用格式

民國前/通用格式

民國前/通用格式

民國前/通用格式

民國前/通用格式

民國前/通用格式

民國前/通用格式

low medium high

豐富

民國前/通用格式

民國前/通用格式

民國前/通用格式

民國前/通用格式

民國前/通用格式

民國前/通用格式

low medium high

點選

Take home message

Ask the right question

Information design emotion

Eye tracking performance indexes

fluency of processing

Fluency recommendation in web

related applications

?

We thank the help of

in data collection

This report is partially based on

Wang, Tang, Kao & Sun (submitted)

任

家

慧

Thanks for your

attention