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

  • Kai Kaspar University of Osnabrück
  • Frank Ollermann University of Osnabrück
  • Kai-Christoph Hamborg University of Osnabrück
Keywords: eye-tracking, web pages, schema building, viewing behavior, time-effects


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 contrast, we only found little evidence for a change in eye movements across web pages and hence for an attention-related schema building. In this context, we also provide an example of the impact of web page elements’ position on fixation probability.
How to Cite
Kaspar, K., Ollermann, F., & Hamborg, K.-C. (2011). Time-Dependent Changes In Viewing Behavior On Similarly Structured Web Pages. Journal of Eye Movement Research, 4(2). https://doi.org/10.16910/jemr.4.2.4

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