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Using eye tracking to identify cultural differences in information seeking behavior

Abstract:

The main goal of this research is to investigate how people with different cultural background differ in their interaction style and visual behavior on search engine results pages (SERP), more specifically between groups from the Middle Eastern region vs. Western Europe. The researchers conducted a controlled eye-tracking experiment to explore and evaluate the visual behavior of Arab (U.A.E) and Spaniard users when scanning through the first page of the search results in Google. Significant d...

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Publication status:
Accepted
Peer review status:
Reviewed (other)

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Institution:
University of Oxford
Division:
SSD
Department:
Oxford Internet Institute
Role:
Author
Publisher:
ACM SIGCHI Publisher's website
Journal:
Many people, many eyes: aggregating influences of visual perception on user interface design. CHI '13: Extended Abstracts on Human Factors in Computing Systems Journal website
Host title:
Many people, many eyes: aggregating influences of visual perception on user interface design. CHI '13: Extended Abstracts on Human Factors in Computing Systems
Publication date:
2014-04-27
Source identifiers:
631359
Keywords:
Pubs id:
pubs:631359
UUID:
uuid:ce4b4bf7-4cff-4fc1-a2fc-891db55ccb6f
Local pid:
pubs:631359
Deposit date:
2016-06-30

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