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      An Eye Tracking Study of Viewing Behaviour and Preferences of Arabic, English and Chinese Users

      1 , 1 , 1
      Proceedings of the 32nd International BCS Human Computer Interaction Conference (HCI)
      Human Computer Interaction Conference
      4 - 6 July 2018
      Visual behaviour, Web page, Eye tracking, Eye movement, Arab, English, Chinese, preferences


            The aim of this research is to investigate possible variations in visual behaviour and eye movements on webpages among users from three different cultures (Arab, English and Chinese). The paper reports an experiment using eye tracking technique and questionnaire to understand how users from different countries fixate on webpages with different layouts and which type of layout they preferred. Thirty users from each group were exposed to three types of webpage (image-based, text-based and a webpage with unfamiliar design). The results indicated similarities and differences in fixations between the three cultural groups. Dissimilar scanning patterns were exhibited from each group. This study also revealed differences in preferences across Arab, English and Chinese users. This study contributes to the field of Human Computer Interaction by providing new insights into the similarities and differences between the users from the Middle East, the West and the Far East from the perspective of visual behaviour and preferences.


            Author and article information

            July 2018
            July 2018
            : 1-13
            [1 ] University of Brighton, UK
            © Alsaffar et al. Published by BCS Learning and Development Ltd. Proceedings of British HCI 2018. Belfast, UK.

            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/

            Proceedings of the 32nd International BCS Human Computer Interaction Conference
            Belfast, UK
            4 - 6 July 2018
            Electronic Workshops in Computing (eWiC)
            Human Computer Interaction Conference

            1477-9358 BCS Learning & Development

            Self URI (article page): https://www.scienceopen.com/hosted-document?doi=10.14236/ewic/HCI2018.51
            Self URI (journal page): https://ewic.bcs.org/
            Electronic Workshops in Computing

            Applied computer science,Computer science,Security & Cryptology,Graphics & Multimedia design,General computer science,Human-computer-interaction
            Eye tracking,Visual behaviour,Web page,Eye movement,Arab,English,Chinese,preferences


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