An eye-tracking study of website complexity from cognitive load perspective
Online shopping is becoming one of the most popular applications on the Internet. Websites are the important interfaces in HCI (Human–Computer Interaction). Website design significantly affects online shopping behavior. This research used eye-tracker to track the eye-movement process for 42 college...
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| Veröffentlicht in: | Decision Support Systems 2014-06, Vol.62, p.1-10 |
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| creator | Wang, Qiuzhen Yang, Sa Liu, Manlu Cao, Zike Ma, Qingguo |
| description | Online shopping is becoming one of the most popular applications on the Internet. Websites are the important interfaces in HCI (Human–Computer Interaction). Website design significantly affects online shopping behavior. This research used eye-tracker to track the eye-movement process for 42 college students when they were surfing websites with different levels of complexity and completing simple and complex tasks respectively. The study examines how website complexity and task complexity jointly affect users' visual attention and behavior due to different cognitive loads. The study fills a research gap by examining this phenomenon from the cognitive load perspective and taking the moderate effect of task complexity into consideration. The results show that task complexity can moderate the effect of website complexity on users' visual attention and behavior. Specifically, when users conducted a simple task, fixation count and task completion time were at the highest level on the website with high complexity, while fixation duration was not significantly different on the websites with different complexity. However, when users conducted a complex task on a website with medium complexity, task completion time, fixation count, and fixation duration were all at their highest level. The load theory of attention was used to provide the explanation for the results. The findings provide guidelines for website managers and designers to maximize users' visual attention.
•Investigate the interaction effect of website complexity and task complexity•Employ eye-tracking method•Task complexity can moderate the effect of website complexity on users' attention.•Provide the explanation for the findings from the perspective of cognitive load•Provide guidelines for website managers and designers |
| doi_str_mv | 10.1016/j.dss.2014.02.007 |
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•Investigate the interaction effect of website complexity and task complexity•Employ eye-tracking method•Task complexity can moderate the effect of website complexity on users' attention.•Provide the explanation for the findings from the perspective of cognitive load•Provide guidelines for website managers and designers</description><subject>Algorithmics. Computability. Computer arithmetics</subject><subject>Applied sciences</subject><subject>Biological and medical sciences</subject><subject>Cognition. Intelligence</subject><subject>Cognitive load</subject><subject>Cognitive psychology</subject><subject>Complexity</subject><subject>Computer science; control theory; systems</subject><subject>Computer systems and distributed systems. User interface</subject><subject>Counting</subject><subject>Electronic commerce</subject><subject>Exact sciences and technology</subject><subject>Eye movements</subject><subject>Eye-tracking</subject><subject>Fixation</subject><subject>Fundamental and applied biological sciences. Psychology</subject><subject>HCI</subject><subject>Human-computer interaction</subject><subject>Human-computer interface</subject><subject>Intellectual and cognitive abilities</subject><subject>Online shopping</subject><subject>Perception</subject><subject>Psychology. Psychoanalysis. Psychiatry</subject><subject>Psychology. Psychophysiology</subject><subject>Software</subject><subject>Studies</subject><subject>Task complexity</subject><subject>Tasks</subject><subject>Theoretical computing</subject><subject>User behavior</subject><subject>Vision</subject><subject>Visual</subject><subject>Web site design</subject><subject>Website complexity</subject><subject>Websites</subject><issn>0167-9236</issn><issn>1873-5797</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2014</creationdate><recordtype>article</recordtype><recordid>eNqNkctKAzEUhoMoWKsP4G5ABDczJpmZXHBVxBsW3Og6pMmZkjqdjMm02rc3pcWFC3GVC9_5Duf8CJ0TXBBM2PWisDEWFJOqwLTAmB-gERG8zGsu-SEaJYbnkpbsGJ3EuMCYlVywEXqedBlsIB-CNu-um2dxWNlN5pvsE2bRDZAZv-xb-HLDJmuCX6b3vHODW0PWem2zHkLswWw_TtFRo9sIZ_tzjN7u715vH_Ppy8PT7WSam0rwIW8IaCk0tRVuKmslrSnRWJbY1LyciaqpteWsmlnGZU0poURQbgBKmW5GinKMrnbePviPFcRBLV000La6A7-KKo3KJasY-QdaM45F8suEXvxCF34VujRIoqioSdLSRJEdZYKPMUCj-uCWOmwUwWqbhFqolITaJqEwVSmJVHO5N-todNsE3RkXfwqpqLjEcuu-2XGQlrd2EFQ0DjoD1oW0YWW9-6PLNzqknFA</recordid><startdate>20140601</startdate><enddate>20140601</enddate><creator>Wang, Qiuzhen</creator><creator>Yang, Sa</creator><creator>Liu, Manlu</creator><creator>Cao, Zike</creator><creator>Ma, Qingguo</creator><general>Elsevier B.V</general><general>Elsevier</general><general>Elsevier Sequoia S.A</general><scope>IQODW</scope><scope>AAYXX</scope><scope>CITATION</scope><scope>7SC</scope><scope>8FD</scope><scope>JQ2</scope><scope>L7M</scope><scope>L~C</scope><scope>L~D</scope></search><sort><creationdate>20140601</creationdate><title>An eye-tracking study of website complexity from cognitive load perspective</title><author>Wang, Qiuzhen ; Yang, Sa ; Liu, Manlu ; Cao, Zike ; Ma, Qingguo</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c487t-f1ea98a2d40f4dd92521a0930c573b84f5ad764bd679522121827cee39218c983</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2014</creationdate><topic>Algorithmics. Computability. Computer arithmetics</topic><topic>Applied sciences</topic><topic>Biological and medical sciences</topic><topic>Cognition. Intelligence</topic><topic>Cognitive load</topic><topic>Cognitive psychology</topic><topic>Complexity</topic><topic>Computer science; control theory; systems</topic><topic>Computer systems and distributed systems. User interface</topic><topic>Counting</topic><topic>Electronic commerce</topic><topic>Exact sciences and technology</topic><topic>Eye movements</topic><topic>Eye-tracking</topic><topic>Fixation</topic><topic>Fundamental and applied biological sciences. Psychology</topic><topic>HCI</topic><topic>Human-computer interaction</topic><topic>Human-computer interface</topic><topic>Intellectual and cognitive abilities</topic><topic>Online shopping</topic><topic>Perception</topic><topic>Psychology. Psychoanalysis. Psychiatry</topic><topic>Psychology. Psychophysiology</topic><topic>Software</topic><topic>Studies</topic><topic>Task complexity</topic><topic>Tasks</topic><topic>Theoretical computing</topic><topic>User behavior</topic><topic>Vision</topic><topic>Visual</topic><topic>Web site design</topic><topic>Website complexity</topic><topic>Websites</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Wang, Qiuzhen</creatorcontrib><creatorcontrib>Yang, Sa</creatorcontrib><creatorcontrib>Liu, Manlu</creatorcontrib><creatorcontrib>Cao, Zike</creatorcontrib><creatorcontrib>Ma, Qingguo</creatorcontrib><collection>Pascal-Francis</collection><collection>CrossRef</collection><collection>Computer and Information Systems Abstracts</collection><collection>Technology Research Database</collection><collection>ProQuest Computer Science Collection</collection><collection>Advanced Technologies Database with Aerospace</collection><collection>Computer and Information Systems Abstracts Academic</collection><collection>Computer and Information Systems Abstracts Professional</collection><jtitle>Decision Support Systems</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Wang, Qiuzhen</au><au>Yang, Sa</au><au>Liu, Manlu</au><au>Cao, Zike</au><au>Ma, Qingguo</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>An eye-tracking study of website complexity from cognitive load perspective</atitle><jtitle>Decision Support Systems</jtitle><date>2014-06-01</date><risdate>2014</risdate><volume>62</volume><spage>1</spage><epage>10</epage><pages>1-10</pages><issn>0167-9236</issn><eissn>1873-5797</eissn><coden>DSSYDK</coden><abstract>Online shopping is becoming one of the most popular applications on the Internet. Websites are the important interfaces in HCI (Human–Computer Interaction). Website design significantly affects online shopping behavior. This research used eye-tracker to track the eye-movement process for 42 college students when they were surfing websites with different levels of complexity and completing simple and complex tasks respectively. The study examines how website complexity and task complexity jointly affect users' visual attention and behavior due to different cognitive loads. The study fills a research gap by examining this phenomenon from the cognitive load perspective and taking the moderate effect of task complexity into consideration. The results show that task complexity can moderate the effect of website complexity on users' visual attention and behavior. Specifically, when users conducted a simple task, fixation count and task completion time were at the highest level on the website with high complexity, while fixation duration was not significantly different on the websites with different complexity. However, when users conducted a complex task on a website with medium complexity, task completion time, fixation count, and fixation duration were all at their highest level. The load theory of attention was used to provide the explanation for the results. The findings provide guidelines for website managers and designers to maximize users' visual attention.
•Investigate the interaction effect of website complexity and task complexity•Employ eye-tracking method•Task complexity can moderate the effect of website complexity on users' attention.•Provide the explanation for the findings from the perspective of cognitive load•Provide guidelines for website managers and designers</abstract><cop>Amsterdam</cop><pub>Elsevier B.V</pub><doi>10.1016/j.dss.2014.02.007</doi><tpages>10</tpages></addata></record> |
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| subjects | Algorithmics. Computability. Computer arithmetics Applied sciences Biological and medical sciences Cognition. Intelligence Cognitive load Cognitive psychology Complexity Computer science control theory systems Computer systems and distributed systems. User interface Counting Electronic commerce Exact sciences and technology Eye movements Eye-tracking Fixation Fundamental and applied biological sciences. Psychology HCI Human-computer interaction Human-computer interface Intellectual and cognitive abilities Online shopping Perception Psychology. Psychoanalysis. Psychiatry Psychology. Psychophysiology Software Studies Task complexity Tasks Theoretical computing User behavior Vision Visual Web site design Website complexity Websites |
| title | An eye-tracking study of website complexity from cognitive load perspective |
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