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Location matters, especially for non-salient features – An eye-tracking study on the effects of web object placement on different types of websites

Roth, S. P. and Tuch, A. N. and Mekler, E. D. and Bargas-Avila, J. A. and Opwis, K.. (2013) Location matters, especially for non-salient features – An eye-tracking study on the effects of web object placement on different types of websites. International Journal of Human-Computer Studies, Vol. 71, H. 3. pp. 228-235.

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Official URL: http://edoc.unibas.ch/dok/A6056243

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Abstract

Users have clear expectations of where web objects are located on a web page. Studies conducted with manipulated, fictitious websites showed that web objects placed according to user expectations are found faster and remembered more easily. Whether this is also true for existing websites has not yet been examined. The present study investigates the relation between location typicality and efficiency in finding target web objects in online shops, online newspapers, and company web pages. Forty participants attended a within-subject eye- tracking experiment. Typical web object placement led to fewer fixations and participants found target web objects faster. However, some web objects were less sensitive to location typicality, if they were more visually salient and conformed to user expectations in appearance. Placing web objects at expected locations and designing their appearance according to user expectations facilitates orientation, which is beneficial for first impressions and the overall user experience of websites.
Faculties and Departments:07 Faculty of Psychology > Departement Psychologie > Forschungsbereich Persönlichkeits- und Entwicklungspsychologie > Allgemeine Psychologie und Methodologie (Opwis)
UniBasel Contributors:Bargas-Avila, Javier Andrés and Roth, Sandra and Tuch, Alexandre N and Mekler, Elisa D and Opwis, Klaus
Item Type:Article, refereed
Article Subtype:Research Article
Bibsysno:Link to catalogue
Publisher:Academic Press
ISSN:1071-5819
Note:Publication type according to Uni Basel Research Database: Journal article
Last Modified:24 May 2013 09:16
Deposited On:26 Apr 2013 06:53

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