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Emotion and Rationality in Web Information: An Eye-Tracking Study

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Active Media Technology (AMT 2011)

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 6890))

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Abstract

Web pages are the main interface of human-computer interaction on the Internet. Although several factors of successful Web page design have been studied, few researches considered the utility and effectiveness of emotion and rationality in Web information for e-Commerce. This study conducted an eye-tracking experiment to address how emotional and rational appeals mediate the users’ Web commercial information perceiving, as reflected by their own eye movements. The major finding is that the mean fixation duration for participants to obtain information appealed in emotional strategy is significant shorter than those appealed in rational strategy. The result may indicate that Web commercial information in rational strategy is more difficult to be extracted, and therefore suffers from more cognitive processes.

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Author information

Authors and Affiliations

  1. International WIC Institute, Beijing University of Technology, China

    Linchan Qin, Ning Zhong, Shengfu Lu, Mi Li & Yangyang Song

  2. Dept. of Life Science and Informatics, Maebashi Institute of Technology, Japan

    Ning Zhong

  3. Liaoning ShiHua University, Liaoning, China

    Mi Li

Authors
  1. Linchan Qin
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  2. Ning Zhong
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  3. Shengfu Lu
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  4. Mi Li
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  5. Yangyang Song
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Editor information

Editors and Affiliations

  1. Department of Life Science and Informatics, Maebashi Institute of Technology, 460-1 Kamisadori-Cho, Maebashi-City, 371.0816, Japan

    Ning Zhong

  2. Department of Computer Science, University of Essex, Wivenhoe Park, CO4 3SQ, Colchester, Essex, UK

    Vic Callaghan

  3. Faculty of Computer Science, University of New Brunswick, E3B 5A3, Fredericton, N.B., Canada

    Ali A. Ghorbani

  4. School of Information Science and Engineering, Lanzhou University, Feiyun Lou Building, Tianshui South Road 222, 730000, Lanzhou, Gansu, China

    Bin Hu

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© 2011 Springer-Verlag Berlin Heidelberg

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Qin, L., Zhong, N., Lu, S., Li, M., Song, Y. (2011). Emotion and Rationality in Web Information: An Eye-Tracking Study. In: Zhong, N., Callaghan, V., Ghorbani, A.A., Hu, B. (eds) Active Media Technology. AMT 2011. Lecture Notes in Computer Science, vol 6890. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-23620-4_15

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  • DOI: https://doi.org/10.1007/978-3-642-23620-4_15

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-23619-8

  • Online ISBN: 978-3-642-23620-4

  • eBook Packages: Computer ScienceComputer Science (R0)

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