An Eye Tracking Research Of Web Advertising Background Of Different Combination On User Experience

With the emergence of the world wide web at the end of last century, network is more and more become an indispensable part in people’s life. Webpage is an information carrier, its layout is very important to the effectiveness of the message, the users’visual search efficiency and web overall visual effect. Web advertising has a big impact on webpage layout, it can impact the user’s browsing patterns directly.Usability, emotions, and aesthetics are three important factors of user experience. With the continuous improvement of living standards, technological advances, people’s requirements on the product is no longer just a functional level, as well as the emotional needs. Previous research had shown that a strong visual impact web can significantly increase a user’s search time; salience material can improve the visual effect of search results.Other research found that when people in a pleasure emotion they can remember more things and more likely to have a good user experience. But now the mechanism of emotional factors is still in debate. This study explored if the different combination of the web advertising would impact the user experience. Furthermore, this study explored the effect of emotions on user experience. Experiment lwas a single factor (The number of pages containing faces advertising:0,1,2,3) within-subjects design, used eye movement record technology. It found that when the NewsPage’s advertising all contain faces participants could recognize most information.Experiment2was a single factor between-subjects design. It used videos to induce people produce different emotions. The results showed that the memory effect of people who in pleasure emotion was significantly better than the effect of people who in unpleasure emotion. Furthermore they also have different eye track. Both experiments used iView eye tracker to record the eye movement.In conclusion, when NewsPage’s advertising all contain faces participants could recognize most information; the pleasure emotions could promte the memory performance.