Eyes Don't Lie: Understanding Users' First Impressions on Websites using Eye Tracking
Abstract
Websites are prevalent these days. Web users make instantaneous judgments regarding a website based on their first impressions and usually decide either to stay on the website or bypass it during their initial interaction with the website. Hence, understanding users' first impression is important for both practitioners and researchers. This research examines users' first impression of websites using an eye tracker. Eye tracking can provide fixation points where users focus their attention on a stimulus. The eye tracking results indicate that users take at least 2.66 seconds to scan the website before they fixate their eyes on an element of the website. Our analysis also shows that first fixation duration lasted for 180 milliseconds. This indicates that after allocating attention to a specific area on a website, the eyes stopped to focus for 180 milliseconds during which the brain processed the visual information received from the eyes to organize the information and form an impression of the website. © 2013 Springer-Verlag Berlin Heidelberg.
Recommended Citation
Sheng, H., Lockwood, N., & Dahal, S. (2013). Eyes Don't Lie: Understanding Users' First Impressions on Websites using Eye Tracking. Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics), 8016 LNCS(PART 1), pp. 635-641. Springer.
The definitive version is available at https://doi.org/10.1007/978-3-642-39209-2_71
Department(s)
Business and Information Technology
Keywords and Phrases
Attention; Eye Tracking; First impression; Websites
International Standard Book Number (ISBN)
978-364239208-5
International Standard Serial Number (ISSN)
1611-3349; 0302-9743
Document Type
Article - Conference proceedings
Document Version
Citation
File Type
text
Language(s)
English
Rights
© 2024 Springer, All rights reserved.
Publication Date
01 Jan 2013
