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ABSTRACT
This study investigates dynamic information acquisition strategies during decision making. The authors conduct an eye-tracking experiment to trace consumers‘ moment-to-moment decision process on comparison websites. A new hierarchical Hidden Markov Model is developed to analyze the eye-movement data. It consists of three connected hierarchical layers: a lower layer that describes the eye-movements, a middle layer that captures product-based and attribute-based information acquisition strategies, and an upper layer that enables us to analyze the time course of switching between these information acquisition strategies. In the experiment on the effects of presentation formats of comparison websites for laptop computers, the authors quantify the usage of information acquisition strategies, identify switching patterns, and investigate the impact that strategy switching has on evaluation of the choice process. Consumers switch frequently between information acquisition strategies: around 50 to 60 times for the average decision. The contiguity of presented information and the row-column presentation format influence information strategy usage and product choice. These findings support our recommendations for the rapidly growing comparison website industry.

USA 2010 HCI Usability Tobii eye tracking 1750 dynamic information acquisition strategies comparison websites Switching Hidden Markov model

in list: HCI & Usability

ABSTRACT
This paper investigates the eye movement sequences of users visiting web pages repeatedly. We are interested in potential habituation due to repeated exposure. The scanpath theory posits that every person learns an idiosyncratic gaze sequence on first exposure to a stimulus and re-applies it on subsequent exposures. Josephson and Holmes (2002) tested the applicability of this hypothesis to web page revisitation but results were inconclusive. With a recurrent temporal pattern detection technique, we examine additional aspects and expose scanpaths. Results do not suggest direct applicability of the scanpath theory. While repetitive scan patterns occurred and were individually distinctive, their occurrence was variable, there were often several different patterns per person, and patterns were not primarily formed on the first exposure. However, extensive patterning occurred for some participants yet not for others which deserves further study into its determinants.

Germany 2010 HCI Usability Tobii eye tracking 1750 websites sequence repeat revisit scanpath pattern

in list: HCI & Usability

ABSTRACT
The purpose of this research study was to understand the construct of usability from the perspective of 74 students enrolled in six online courses offered by one online and distance learning program at a large, public university in the Midwest. Six courses, designed and developed by two different groups, professional and nonprofessional developers, were selected. The study used both quantitative and qualitative measures to record the experiences of students enrolled in the six online courses. First, the courses were evaluated using Nielsen’s (1994, 2000, 2002) heuristics as operationalized by the Xerox Heuristic Evaluation Checklist (1995) as a standard measure of usability, then rank-ordered by heuristic evaluation score. Eachus and Cassidy’s (2006) Computer Use Self-efficacy Scale was used as a pre-course survey to measure students’ computer selfefficacy prior to beginning their online course. Stewart, Hong, and Strudler’s (2004) Quality of Web-based Instruction was used as a post-course survey to measure student satisfaction with their online course experience. A subset of 29 students participated in usability testing sessions in the usability lab. A think-aloud protocol provided qualitative data in the form of verbal reports, eye-tracking recordings provided data confirming the think-aloud protocol data, and a time-error log provided “time to complete tasks,” and “error rate” data as students completed seven typical tasks required to successfully participate in an online course. A summary, debriefing interview with each student was conducted to record any additional student comments and any student recommendations for improving the courses. Qualitative data were examined for themes and a coding scheme was created. This coding scheme, which ...

USA 2010 Tobii eye tracking 1750 HTC Usability student perception education websites e-learning

in list: HCI & Usability

Abstract
Users’ psychological and physiological differences
have been sought by researchers. Cognitive style –one
of these differences- is related to a person’s approach
of getting, organizing, and processing information. It is
indicated in the literature that cognitive style has the
potential to affect the users’ interaction patterns in
computer-based interfaces. This study was conducted
to reveal the interaction patterns of users with different
cognitive styles by using eye-tracking method. Results
indicated that users’ fixation durations and places
might vary among different cognitive style groups, but
no statistically significant difference was found.

HCI cognitive Styles students Interaction patterns Instructional websites eye tracking Turkey 2006 Tobii

in list: HCI & Usability

ABSTRACT

Initial research to investigate users' emotional reactions to websites is presented. An Emotion Words Priming List (EWPL) was developed for UK English speakers and used to prompt users in an evaluation of 6 websites. Only half the words on the EWPL V1 were amongst the most frequently used emotion words in the retrospective verbal protocols. However a list of 16 emotion words emerged from this study that constitute version 2 of the EWPL, to be validated in a future study.

emotion retrospective evaluation methodology user experience websites Eye Tracking UK 2009 Tobii 1750

in list: Cognitive & Behavioural Psychology

Summary:
This study discusses the contributions of eye-tracking data to traditional usability test measures for first-time usage of websites. Participants viewed the homepages of three different websites. Results showed that eye-movement data supplemented what users verbally reported in their reactions to a site. In particular, the eye-tracking data revealed which aspects of the website received more visual attention and in what order they were viewed.

Eye Tracking First Impressions Websites visual attention USA 2005 Tobii 1750

in list: HCI & Usability

This study used self-report, facial EMG, galvanic skin response, and eye tracking to assess users’ participants’ responses to two charity web sites. For each site, page content and colour of presentation (colour versus black & white) were manipulated. Results support the utility and diversity of these measures. Each provided information about users’ responses to web page designs, with a good deal of variation in sensitivity to experimental manipulations. In combination the data from these measures allowed further inferences to be drawn, supporting a multi-dimensional view of user experience and the need for multi-method approaches to evaluation.

Google Books link:
http://books.google.com/books?hl=en&lr=&id=Oo9V4MG3jQIC&oi=fnd&pg=PA302&ots=YSjW7pCKdU&sig=NQSC22gZOjp7PxNWllHcH4yHqeQ#v=onepage&q=A%20Multi-method%20Approach%20to%20the%20Assessment%20of%20Web%20Page%20Designs%20&f=false

HCI EMG galvanic skin response eye tracking websites UK 2007 Tobii

in list: HCI & Usability

Summary:
This article discusses users' visual scan paths of web pages containing text and/or pictures while conducting browsing and searching tasks. User performance on three usability tasks on an e-commerce website is described. Results show that users follow a fairly uniform scan path when browsing through pictures, and a more random path while specifically searching through them. Additionally, users appeared to follow Nielsen's 'F' pattern (2006) while both browsing and searching through text-based pages.

HCI Usability F-pattern search browsing websites gaze eye tracking USA 2007 Tobii 1750

in list: HCI & Usability

Abstract
Online environments allow for a richer expression for certain design elements. The goal of this collaborative research project is to identify, design, and examine various online news features in order to determine the impact of different digital design combinations on news audiences. Eye tracking was the primary method we used to examine three main areas: navigation for slide shows, effectiveness of breaking news formats, and design options for supplemental links. The project used an applied research approach by taking academically rigorous research and using that to inform and guide industry practice.

HCI effectiveness design elements news websites eye tracking USA 2009 Tobii

in list: HCI & Usability