Designing for Culturally Diverse Audiences: Can Automated Attention Analysis Substitute the Eye-Tracking in Website Development?
- Tomáš KinclAffiliated withFaculty of Management, University of Economics
- , Michal NovákAffiliated withFaculty of Management, University of Economics
- , Michal CharvátAffiliated withFaculty of Management, University of Economics
Developers use a variety of methods to evaluate user’s reactions to the website. Research in neuroscience and natural vision processing resulted in the development of automated methods which simulate human attention and are able to provide similar results to eye-tracking. However robust evidence is still missing.
This study contributes and expands on this debate. Eye-tracking studies on cultural differences confirmed that users from different cultures have different expectations and preferences. This study answers the question whether cultural differences in web design could be revealed also by automated attention analysis. Websites of the largest beer producers from different countries with different cultural background were analyzed through automated attention analysis tool to determine whether there is a difference in the number of potential areas of interest and their size. The study confirms that automated tools can depict cultural differences and thus provide fast and inexpensive results for initial assessment of website interfaces.
Keywordsculture differences webdesign attention analysis automated tool
- Designing for Culturally Diverse Audiences: Can Automated Attention Analysis Substitute the Eye-Tracking in Website Development?
- Book Title
- HCI International 2013 - Posters’ Extended Abstracts
- Book Subtitle
- International Conference, HCI International 2013, Las Vegas, NV, USA, July 21-26, 2013, Proceedings, Part I
- pp 46-50
- Print ISBN
- Online ISBN
- Series Title
- Communications in Computer and Information Science
- Series Volume
- Series ISSN
- Springer Berlin Heidelberg
- Copyright Holder
- Springer-Verlag Berlin Heidelberg
- Additional Links
- attention analysis
- automated tool
- Industry Sectors
- eBook Packages
- Editor Affiliations
- 1. Department of Computer Science, University of Crete
- Author Affiliations
- 2. Faculty of Management, University of Economics, Prague. Jarošovská 1117/II, 377 01, Jindřichův Hradec, Czech Republic
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