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Eyes Don’t Lie: Understanding Users’ First Impressions on Websites Using Eye Tracking

  • Hong Sheng
  • Nick S. Lockwood
  • Sirjana Dahal
Part of the Lecture Notes in Computer Science book series (LNCS, volume 8016)

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.

Keywords

First impression Websites Eye Tracking Attention 

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Copyright information

© Springer-Verlag Berlin Heidelberg 2013

Authors and Affiliations

  • Hong Sheng
    • 1
  • Nick S. Lockwood
    • 1
  • Sirjana Dahal
    • 1
  1. 1.Missouri University of Science and TechnologyUSA

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