创意思维与方法 创意思维与方法 36SURL-Does Color Impact How Users View a Portal Web Page （3）.docx

RESULTS The primary purpose of the study was to determine how a simple manipulation of channel title color affected the scan patterns of participants viewing a web portal page. Scan patterns were examined by assigning rank to the order a participant viewed the channels on the page. Not all participants viewed each channel during their task. This was largely due to the undirected nature of the task. In all, 11 participants in the control condition and 8 in each experimental condition viewed all 6 channels above the page fold. Differences in fixation of channel order were moderate and dependent upon condition. There was a high level of agreement in fixation order within each condition. Agreement was found to be highest in the control condition when compared to the left and right conditions, Kendall’s W(5) = .641, p < .001, Kendall’s W(5) = .484, p = .002, Kendall’s W(5) = .575, p < .001, respectively. Generally, participants viewed the top-center channel first, followed by the top-left channel, regardless of condition. The only significant difference between conditions was the rank for the channel with the manipulated title of the left condition, H=6.151, df = 2, p = 0.046 (see Figures 2 and 3). Particiants viewed channel 4 in the left manipulated condition earlier than in the control condition. Such differences were not found in the manipulated channel of the right condition. Mean rank order for each channel above the page fold across all three conditions is shown in Table 1. Rank order for the control, left, and right conditions are shown in Figures 5, 6, and 7, respectively. Table 1. Mean rank order of channels above the page fold based upon first fixation for control, left, and right conditions. Channel 1, 2, and 3 correspond to the top row of channels (left to right) and Channel 4, 5, and 6 correspond to the second row of channels (left to right). ? Control Left Right Channel 1 2.36 2.25 2.13 Channel 2 1.00 1.75 1.38 Channel 3 3.91 3.75 3.75 Channel 4 4.55 3.50 4