新闻网页版面配置对线轨迹的影响之研究.PDFVIP

新聞網頁版面配置對視線軌跡的影響之研究 湯允一/唐大崙/黃憶婷 摘要 愈來愈多的使用者透過網路媒體瀏覽線上新聞，新聞訊息的呈現方式對於線上新聞 來說扮演著重要的角色，版面編排的方式則影響著使用者對於新聞訊息的接收與解讀。 因此，本研究嘗試操弄不同的圖文版面配置，觀察受測者在瀏覽新聞網頁時視線軌跡的 分佈情況。 本研究徵求文化大學 17 位大學部學生進行實驗，以眼動追蹤設備記錄其觀看隨機 出現之新聞網頁的視覺軌跡。從研究結果中發現：一、不同的圖文配置對視覺軌跡的重 心不會造成影響，但對視覺動線會造成影響。二、圖文四角不同配置不會對整體視線分 佈造成影響，但卻會對新聞圖文區域內的視線分佈造成影響。三、不同的圖文配置會對 新聞閱讀造成影響。四、不同的圖文配置不會影響使用者對網路廣告的注意。 關鍵詞：新聞網頁、版面配置、眼動追蹤、凝視時間、凝視次數、網路廣告 An exploratory study on relationship between eye movement and layout of online news 1 Department of Mass Communication, Chinese Culture University Y. Y. Tang／Associate Professor Department of Mass Communication, Chinese Culture University Da-Lun Tang / Assistant Professor Department of Information Communication, Chinese Culture University Yi-Ting Huang／Graduate Student Abstract Online news is getting popular everyday. Layouts of the news may play an important role on what the surfer gets from the screen. This study manipulates different layouts of the news, to exploring the user’s eye movement patterns while browsing through the online news. 17 undergraduate students from Chinese Culture University are recruited to watch random appeared different news layout on a 21” monitor. And their eye movements are recorded by eye tracking device. The indicate; first, the image position of the news does not influence the center of eye movements, but image position may changes the eye movement sequence. Second, the image position of the news also influences the eye movements between news image and article locally. Third, the image position