Visual Search Behaviour amongst Arabic, English and Chinese Search Engine Users

Human Computer Interaction (HCI), the discipline established to analyse interactions between users and their technologies, encompasses the study of the effectiveness of the results provided by the search engines that are such a vital part of current web use. Although search engine technologies are used across the globe, studies focusing on how results are viewed by regionally diversified users are scarce. The aim of this research is to investigate possible variations in visual search behaviour and eye movements on Search Engine Results Pages (SERPs) among three user groups (Arabic speakers, English speakers and Chinese speakers). This study contributes to the field of Web Design and search behaviour by providing evidence of the similarities and differences between users from the Middle East, the West and the Far East, from the perspective of visual search behaviour and eye movement.

Content

Author and article information

Contributors

Alsaffar Alsaffar

Lyn Pemberton

Karina Rodriguez Echavarria

Conference

Publication date: July 2018

Publication date (Print): July 2018

Pages: 1-5

Affiliations

[0001]University of Brighton, UK

Article

DOI: 10.14236/ewic/HCI2018.134

SO-VID: 7d0f61df-c96b-4e7c-83e2-72fb37032a52

License:

This work is licensed under a Creative Commons Attribution 4.0 Unported License. To view a copy of this license, visit http://creativecommons.org/licenses/by/4.0/

Conference name: Proceedings of the 32nd International BCS Human Computer Interaction Conference

Conference acronym: HCI

Conference number: 32

Conference location: Belfast, UK

Conference date: 4 - 6 July 2018

Conference sponsor: Electronic Workshops in Computing (eWiC)

Conference theme: Human Computer Interaction Conference

History

Product

1477-9358 BCS Learning & Development

Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2018.134

Self URI (journal page): https://ewic.bcs.org/

References

M. Alsaffar 2017 Visual behaviour in searching information: A preliminary eye tracking study In 2017 11th International Conference on Research Challenges in Information Science (RCIS) IEEE 365 370
E. CutrellZ. Guan 2007 What are you looking for? An eye-tracking study of information usage in web search In Proceedings of the 25th SIGCHI Conference on Human Factors in Computing Systems San Jose, California, USA 407 416
R.P. GeorgeR. AnwarS. Jeyasekhar 2011 Visual Reading Patterns on Arabic Interfaces?: Insights from Eye Tracking Journal of Computing 3 11 109 114
L. GrankaM. FeusnerL. Lorigo 2008 Eye Monitoring in Online Search Passive Eye Monitoring 347 372
Z. GuanE. Cutrell 2007 An Eye Tracking Study of the Effect of Target Rank on Web Search In Proceedings of the 25th SIGCHI Conference on Human Factors in Computing Systems San Jose, California, USA ACM 417 420
R.J. JacobK. & K.S. Karn 2003 Eye tracking in Human–Computer interaction and usability research: Ready to deliver the promises In The Mind’s Eye: Cognitive and Applied Aspects of Eye Movement Research Oxford Elsevier Science BV 573 605
J. Kim 2015 Eye-Tracking Analysis of User Behavior and Performance in Web Search on Large and Small Screens Journal of The Association For Information Science and Technology 66 3 526 544
M. Marcos 2013 Cultural Differences on Seeking Information?: An Eye Tracking Study In CHI’ 13 Paris, France ACM
NetMarketShare 2017 Market Share Statistics for Internet Technologies Available at: http://netmarketshare.com/search-engine-market-share.aspx May 14, 2018
J.W. OwensB.S. ChaparroE.M. Palmer 2011 Text Advertising Blindness?: The New Banner Blindness? Journal of Usability Studies 6 3 172 197
M. PagendarmH. Schaumburg 2006 Why Are Users Banner-Blind? The Impact of Navigation Style on the Perception of Web Banners Journal of Digital Information 2 1
B. Pan 2004 The determinants of web page viewing behavior: an eye-tracking study Proceedings of the ETRA ’04 Symposium on Eye Tracking Research and Applications 1 212 147 154
A. PrisacariT. Holme 2013 Using Eye-Tracking to Test and Improve Website Design In Design, User Experience, and Usability. Design Philosophy, Methods, and Tools Springer Berlin Heidelberg 389 398
K. ReineckeA. ArborK.Z. Gajos 2014 Quantifying Visual Preferences Around the World In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems Toronto, ON, Canada ACM 11 20
B.H. SchmittY. PanN.T. Tavassoli 1994 Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English Journal of Consumer Research 21 419 431
C. SharmaS.K. Dubey 2014 Analysis of Eye Tracking Techniques in Usability and HCI Perspective In International Conference on Computing for Sustainable Global Development (INDIACom) 607 612
A. Vuylsteke 2009 Consumers ’ Online Information Search?: A Cross-Cultural Study between China and Western Europe Business 1 34

Comments

Comment on this article

[1] M. Alsaffar 2017 Visual behaviour in searching information: A preliminary eye tracking study In 2017 11th International Conference on Research Challenges in Information Science (RCIS) IEEE 365 370

[2] E. CutrellZ. Guan 2007 What are you looking for? An eye-tracking study of information usage in web search In Proceedings of the 25th SIGCHI Conference on Human Factors in Computing Systems San Jose, California, USA 407 416

[3] R.P. GeorgeR. AnwarS. Jeyasekhar 2011 Visual Reading Patterns on Arabic Interfaces?: Insights from Eye Tracking Journal of Computing 3 11 109 114

[4] L. GrankaM. FeusnerL. Lorigo 2008 Eye Monitoring in Online Search Passive Eye Monitoring 347 372

[5] Z. GuanE. Cutrell 2007 An Eye Tracking Study of the Effect of Target Rank on Web Search In Proceedings of the 25th SIGCHI Conference on Human Factors in Computing Systems San Jose, California, USA ACM 417 420

[6] R.J. JacobK. & K.S. Karn 2003 Eye tracking in Human–Computer interaction and usability research: Ready to deliver the promises In The Mind’s Eye: Cognitive and Applied Aspects of Eye Movement Research Oxford Elsevier Science BV 573 605

[7] J. Kim 2015 Eye-Tracking Analysis of User Behavior and Performance in Web Search on Large and Small Screens Journal of The Association For Information Science and Technology 66 3 526 544

[8] M. Marcos 2013 Cultural Differences on Seeking Information?: An Eye Tracking Study In CHI’ 13 Paris, France ACM

[9] NetMarketShare 2017 Market Share Statistics for Internet Technologies Available at: http://netmarketshare.com/search-engine-market-share.aspx May 14, 2018

[10] J.W. OwensB.S. ChaparroE.M. Palmer 2011 Text Advertising Blindness?: The New Banner Blindness? Journal of Usability Studies 6 3 172 197

[11] M. PagendarmH. Schaumburg 2006 Why Are Users Banner-Blind? The Impact of Navigation Style on the Perception of Web Banners Journal of Digital Information 2 1

[12] B. Pan 2004 The determinants of web page viewing behavior: an eye-tracking study Proceedings of the ETRA ’04 Symposium on Eye Tracking Research and Applications 1 212 147 154

[13] A. PrisacariT. Holme 2013 Using Eye-Tracking to Test and Improve Website Design In Design, User Experience, and Usability. Design Philosophy, Methods, and Tools Springer Berlin Heidelberg 389 398

[14] K. ReineckeA. ArborK.Z. Gajos 2014 Quantifying Visual Preferences Around the World In Proceedings of the SIGCHI Conference on Human Factors in Computing Systems Toronto, ON, Canada ACM 11 20

[15] B.H. SchmittY. PanN.T. Tavassoli 1994 Language and Consumer Memory: The Impact of Linguistic Differences between Chinese and English Journal of Consumer Research 21 419 431

[16] C. SharmaS.K. Dubey 2014 Analysis of Eye Tracking Techniques in Usability and HCI Perspective In International Conference on Computing for Sustainable Global Development (INDIACom) 607 612

[17] A. Vuylsteke 2009 Consumers ’ Online Information Search?: A Cross-Cultural Study between China and Western Europe Business 1 34

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