Individual difference on reading ability tested by eye-tracking: from perspective of gender

2020 ◽  
Vol 17 (3) ◽  
pp. 267-283
Author(s):  
Zehui Zhan ◽  
Jun Wu ◽  
Hu Mei ◽  
Qianyi Wu ◽  
Patrick S.W. Fong
Keyword(s):  
Eye Tracking ◽  
Individual Difference ◽  
Reading Ability ◽  
Blink Rate ◽  
Digital Reading ◽  
Saccade Amplitude ◽  
Fixation Rate ◽  
Regression Rate ◽  
Content Type ◽  
Saccade Duration

Purpose This paper aims to investigate the individual difference on digital reading, by examining the eye-tracking records of male and female readers with different reading ability (including their pupil size, blink rate, fixation rate, fixation duration, saccade rate, saccade duration, saccade amplitude and regression rate). Design/methodology/approach A total of 74 participants were selected according to 6,520 undergraduate students’ university entrance exam scores and the follow-up reading assessments. Half of them are men and half are women, with the top 3% good readers and the bottom 3% poor readers, from different disciplines. Findings Results indicated that the major gender differences on reading abilities were indicated by saccade duration, regression rate and blink rate. The major effects on reading ability have a larger effect size than the major effect on gender. Among all the indicators that have been examined, blink rate and regression rates are the most sensitive to the gender attribute, while the fixation rate and saccade amplitude showed the least sensitiveness. Originality/value This finding could be helpful for user modeling with eye-tracking data in intelligent tutoring systems, where necessary adjustments might be needed according to users’ individual differences. In this way, instructors could be able to provide purposeful guidance according to what the learners had seen and personalized the experience of digital reading.

Understanding the mobile payment technology acceptance based on valence theory

2017 ◽  
Vol 29 (8) ◽  
pp. 2027-2049 ◽  
Author(s):  
Ahmet Bulent Ozturk ◽  
Anil Bilgihan ◽  
Saba Salehi-Esfahani ◽  
Nan Hua
Keyword(s):  
Technology Acceptance ◽  
Individual Difference ◽  
Positive Impact ◽  
Equation Modeling ◽  
Mobile Payment ◽  
Privacy Concern ◽  
Content Type ◽  
Utilitarian Value ◽  
Valence Theory ◽  
Practical Implications

Purpose This study aims to examine factors affecting restaurant customers’ intention to use near field communication (NFC)-based mobile payment (MP) technology. More specifically, based on the valence theory, this paper examined the impacts of users’ negative valence (perceived risk and privacy concern) and positive valence (utilitarian value and convenience) perceptions toward their NFC-MP technology acceptance. Furthermore, the impacts of individual difference variables (smartphone affinity and compatibility) on users’ negative and positive valences and on their behavioral intentions were analyzed. Design/methodology/approach A self-administered online questionnaire was used to collect the data of the study from 412 restaurant customers. A confirmatory factor analysis (CFA) was used to validate the measurement model. To test the hypothesized model, structural equation modeling (SEM) was used. Findings The study findings demonstrated that privacy concern, utilitarian value and convenience significantly affected individuals’ NFC-MP technology acceptance. In addition, compatibility significantly influenced negative and positive valance constructs and smartphone affinity had a positive impact on positive valance constructs only. Practical implications This study provides valuable practical implications for restaurant operators and hospitality technology vendors in the context of mobile payment systems. Originality/value This study successfully extended the valence framework by adding individual difference constructs to it.

Seeking attention: an eye tracking study of in-store merchandise displays

2015 ◽  
Vol 43 (6) ◽  
pp. 561-574 ◽  
Author(s):  
Patricia Huddleston ◽  
Bridget K. Behe ◽  
Stella Minahan ◽  
R. Thomas Fernandez
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Product Information ◽  
Product Category ◽  
Practical Significance ◽  
Content Type ◽  
First Time ◽  
Tracking Technology

Purpose – The purpose of this paper is to elucidate the role that visual measures of attention to product and information and price display signage have on purchase intention. The authors assessed the effect of visual attention to the product, information or price sign on purchase intention, as measured by likelihood to buy. Design/methodology/approach – The authors used eye-tracking technology to collect data from Australian and US garden centre customers, who viewed eight plant displays in which the signs had been altered to show either price or supplemental information (16 images total). The authors compared the role of visual attention to price and information sign, and the role of visual attention to the product when either sign was present on likelihood to buy. Findings – Overall, providing product information on a sign without price elicited higher likelihood to buy than providing a sign with price. The authors found a positive relationship between visual attention to price on the display sign and likelihood to buy, but an inverse relationship between visual attention to information and likelihood to buy. Research limitations/implications – An understanding of the attention-capturing power of merchandise display elements, especially signs, has practical significance. The findings will assist retailers in creating more effective and efficient display signage content, for example, featuring the product information more prominently than the price. The study was conducted on a minimally packaged product, live plants, which may reduce the ability to generalize findings to other product types. Practical implications – The findings will assist retailers in creating more effective and efficient display signage content. The study used only one product category (plants) which may reduce the ability to generalize findings to other product types. Originality/value – The study is one of the first to use eye-tracking in a macro-level, holistic investigation of the attention-capturing value of display signage information and its relationship to likelihood to buy. Researchers, for the first time, now have the ability to empirically test the degree to which attention and decision-making are linked.

Reading in the age of digital distraction

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ziming Liu
Keyword(s):  
College Students ◽  
Design Methodology ◽  
Female Students ◽  
Digital Content ◽  
Future Research ◽  
Common Phenomenon ◽  
Digital Environment ◽  
Digital Reading ◽  
Content Type ◽  
Screen Reading

PurposeDigital distraction is a common phenomenon in e-reading contexts, and it is worth exploring in depth from the perspectives of information (digital content), users (readers) and technology (digital reading medium). Since screen reading has close links with multitasking and potential distraction, any investigation of reading in the digital environment must factor in this reality. This paper aims to investigate the extent and effects of digital distraction while reading on screens. Special emphases go to exploring multitasking while reading.Design/methodology/approachSurvey and analysis methods are employed.FindingsThe extent of digital distraction among college students it found is alarming. All the top four sources of distraction are communication-based activities. Female students tend to concentrate more than males when they read on screens. An overwhelming majority of participants choose to read in print to reduce distractions and to concentrate effectively. Screen reading is inherently distracting, primarily due to multitasking. It appears that repeated multitasking during academic endeavors carries substantial costs.Originality/valueImplications of digital distraction are discussed, and directions of future research are suggested.

Predicting readers’ domain knowledge based on eye-tracking measures

2018 ◽  
Vol 36 (6) ◽  
pp. 1027-1042 ◽  
Author(s):  
Quan Lu ◽  
Jiyue Zhang ◽  
Jing Chen ◽  
Ji Li
Keyword(s):  
Logistic Regression ◽  
Eye Tracking ◽  
Information Search ◽  
Domain Knowledge ◽  
Fixation Duration ◽  
Baseline Model ◽  
Content Type ◽  
Knowledge Based ◽  
Total Fixation ◽  
Negative Predictor

Purpose This paper aims to examine the effect of domain knowledge on eye-tracking measures and predict readers’ domain knowledge from these measures in a navigational table of contents (N-TOC) system. Design/methodology/approach A controlled experiment of three reading tasks was conducted in an N-TOC system for 24 postgraduates of Wuhan University. Data including fixation duration, fixation count and inter-scanning transitions were collected and calculated. Participants’ domain knowledge was measured by pre-experiment questionnaires. Logistic regression analysis was leveraged to build the prediction model and the model’s performance was evaluated based on baseline model. Findings The results showed that novices spent significantly more time in fixating on text area than experts, because of the difficulty of understanding the information of text area. Total fixation duration on text area (TFD_T) was a significantly negative predictor of domain knowledge. The prediction performance of logistic regression model using eye-tracking measures was better than baseline model, with the accuracy, precision and F(β = 1) scores to be 0.71, 0.86, 0.79. Originality/value Little research has been reported in literature on investigation of domain knowledge effect on eye-tracking measures during reading and prediction of domain knowledge based on eye-tracking measures. Most studies focus on multimedia learning. With respect to the prediction of domain knowledge, only some studies are found in the field of information search. This paper makes a good contribution to the literature on the effect of domain knowledge on eye-tracking measures during N-TOC reading and predicting domain knowledge.

Detecting Online Learners' Reading Ability via Eye-Tracking

2018 ◽  
pp. 163-185
Author(s):  
Samiullah Paracha ◽  
Ayaka Inuoue ◽  
Sania Jehanzeb
Keyword(s):  
Eye Tracking ◽  
Learning Environments ◽  
Reading Ability ◽  
Short Term Memory ◽  
Reading Performance ◽  
Accurate Assessment ◽  
Online Learners ◽  
Motivation To Read ◽  
Tracking Method ◽  
Instructional Goal

Nurturing the motivation to read is an important instructional goal. There can be a number of reasons for a learner to have problems with reading in online learning environments: (1) eyes being unable to scan easily along a line of print; or (2) as a result of concentrating on controlling the eyes concentration, the short-term memory become impaired. The study reported in this chapter used eye tracking method to provide a useful experimental design for exploring reading performance of university online learners. Different eye-tracking experiments were carried out to help informing the teachers to improve the learning environment and be able to do more accurate assessment about what the students were attending to on the screen.

scholarly journals Understanding the role of visual attention on wines’ purchase intention: an eye-tracking study

2019 ◽  
Vol 32 (2) ◽  
pp. 161-179
Author(s):  
Patrícia Monteiro ◽  
João Guerreiro ◽  
Sandra Maria Correia Loureiro
Keyword(s):  
Visual Attention ◽  
Eye Tracking ◽  
Purchase Intention ◽  
Purchase Intentions ◽  
Monitoring Method ◽  
Content Type ◽  
Quality Perceptions ◽  
Consumption Situation ◽  
The Impact

Purpose Wine bottles compete for consumers’ attention in the shelf during the decisive moment of choice. This study aims to explore the role that visual attention to wine labels has on the purchase decision and the mediating role of quality perceptions and desire on such purchase behaviours. Wine awards and consumption situation are used as moderators.. Design/methodology/approach The study was conducted in Portugal and 36 individuals participated in a 2 × 2 within subjects design (awarded/not awarded × self-consumption/social-consumption). For each scenario, individuals’ attention, perceptions of quality, desire and purchase intentions were recorded. Findings Data from eye-tracking shows that, during the purchase process, the amount of attention given to a bottle is determinant of individuals’ purchase intentions, a relationship that increases in significance for bottles with awards and for when consumers are buying wine for a consumption situation involving a social environment. In addition, both quality perceptions and desire are confirmed to positively influence wines’ purchase intentions. Originality/value By using an eye monitoring method, this paper brings new insights into the wine industry by highlighting the impact that wines’ labels and different consumption situations have on individuals’ attention and purchase intention. Wine producers and retailers may benefit from the insights provided by the current study to refine their communication strategies by either highlighting product characteristics and pictorial elements, as it is the case of the awards, or communicating about their products for different consumption situations.

scholarly journals The impact of product presentation on decision-making and purchasing

2019 ◽  
Vol 22 (3) ◽  
pp. 365-380 ◽  
Author(s):  
Rosy Boardman ◽  
Helen McCormick
Keyword(s):  
Decision Making ◽  
Eye Tracking ◽  
Visual Information ◽  
Age Groups ◽  
Target Market ◽  
Consumer Decision Making ◽  
Consumer Decision ◽  
Content Type ◽  
Product Presentation ◽  
The Impact

Purpose This paper aims to investigate how apparel product presentation influences consumer decision-making and whether there are any differences between age groups. Design/methodology/approach A mixed methodology was used including eye-tracking and qualitative in-depth interviews, with a purposive sample of 50 participants between age 20 and 70. Findings A higher number of product presentation features resulted in increased positive visual, cognitive and affective responses as consumers wanted as much visual information as possible to aid decision-making. Images of models attracted the most attention and were the most influential product presentation feature, followed by mannequin images and the zoom function. The 20 s spent much less time viewing and interacting with the product presentation features than middle age groups (30 s-50 s), had minimal fixations on mannequin images and had a much quicker decision-making process than other age groups. Practical implications The research informs retailers which product presentation features are the most effective for their target market to aid consumer decision-making with the aim of reducing returns. Originality/value The paper contributes to the literature by providing more in-depth insights than previous studies into the impact of online product presentation on consumer decision-making by using qualitative research and eye-tracking. The research also explores more product presentation features than previous research and investigates the presentation of apparel products, which are notoriously the most difficult products for consumers to assess online. The research is unique in its exploration of age differences in relation to product presentation features.

Presentational format and financial consumers’ behaviour: an eye-tracking study

2019 ◽  
Vol 37 (3) ◽  
pp. 821-837 ◽  
Author(s):  
Maria Gabriella Ceravolo ◽  
Vincenzo Farina ◽  
Lucrezia Fattobene ◽  
Lucia Leonelli ◽  
GianMario Raggetti
Keyword(s):  
Information Processing ◽  
Eye Tracking ◽  
Neural Mechanisms ◽  
Financial Disclosure ◽  
Sources Of Information ◽  
Cross Sectional ◽  
Content Type ◽  
Nonprofessional Investors ◽  
Cross Sectional Design ◽  
Practical Implications

Purpose The purpose of this paper is to examine whether financial consumers are sensitive to presentational format of financial disclosure documents and whether this influences the financial attractiveness of products. Design/methodology/approach In order to observe and measure consumers’ attention, the authors exploit the unobtrusive methodology of eye tracking on a sample of nonprofessional investors, applying an ecological protocol, through a cross-sectional design. Findings The analysis reveals that financial information processing and attention distribution are influenced by the way the information is conveyed. Moreover, some layouts induce individuals to rate the products as less financially attractive, independent of the information content. This suggests the importance of studying the neural mechanisms of investors’ behaviour in the scrutiny of financial product documents. Practical implications The results lead to recommend regulators and managers to study how investors respond to financial disclosure documents by exploiting neuroscientific techniques. Moreover, there is a role for the search of any benefit coming from emphasising specific sources of information inside documents. Originality/value This research investigates the influence of presentational format on consumers’ information processing measuring the underlying neurophysiological processes; the consequent perception of financial attractiveness is also explored.

Impact of bookshelf locations using eye-tracking methodology

2020 ◽  
Vol 41 (8/9) ◽  
pp. 617-629
Author(s):  
Sho Sato ◽  
Yukari Eto ◽  
Kotomi Iwaki ◽  
Tadashi Oyanagi ◽  
Yu Yasuma
Keyword(s):  
Eye Tracking ◽  
User Behavior ◽  
Public Library ◽  
Gaze Behavior ◽  
Content Type ◽  
User Behaviors ◽  
Significant Relationships ◽  
Vertical Location ◽  
The Right ◽  
The Impact

PurposeThis study aimed to understand better the user gaze behavior on bookshelves using eye-tracking technology.Design/methodology/approachAn eye-tracking experiment in a public library with 11 participants was performed. The impact of vertical shelf location of books on the number of times the books are looked at, the impact of horizontal location and the relationship between user behavior and location impact were examined by the findings.FindingsThe results showed that the vertical location of books has a significant impact on the number of times the books are looked at. More than 80% of the time spent looking at bookshelves was spent on books on the top to fourth rows. It was also revealed that the horizontal location of books has a little impact. Books located on the left side of shelves will be looked at significantly more often than those on the right side. No significant relationships between type of user behaviors and location impact were observed.Originality/valueThe study explored the impact of the vertical location of books on time spent looking at bookshelves using eye-tracking methodology. Few published studies do such experiments to address user gaze behavior on bookshelves. The study explored that the vertical location of books has a great impact, and horizontal location has a little impact on user gaze behavior.

scholarly journals Does ‘Action Viewing’ Really Exist? Perceived Dynamism and Viewing Behaviour

2020 ◽  
Vol 8 (1) ◽  
pp. 27-48
Author(s):  
Hanna Brinkmann ◽  
Louis Williams ◽  
Raphael Rosenberg ◽  
Eugene McSorley
Keyword(s):  
Eye Tracking ◽  
20Th Century ◽  
Average Duration ◽  
Abstract Painting ◽  
Art Students ◽  
Empirically Supported ◽  
Art Historians ◽  
Saccade Velocity ◽  
Path Curvature ◽  
Saccade Duration

Throughout the 20th century, there have been many different forms of abstract painting. While works by some artists, e.g., Piet Mondrian, are usually described as static, others are described as dynamic, such as Jackson Pollock’s ‘action paintings’. Art historians have assumed that beholders not only conceptualise such differences in depicted dynamics but also mirror these in their viewing behaviour. In an interdisciplinary eye-tracking study, we tested this concept through investigating both the localisation of fixations (polyfocal viewing) and the average duration of fixations as well as saccade velocity, duration and path curvature. We showed 30 different abstract paintings to 40 participants — 20 laypeople and 20 experts (art students) — and used self-reporting to investigate the perceived dynamism of each painting and its relationship with (a) the average number and duration of fixations, (b) the average number, duration and velocity of saccades as well as the amplitude and curvature area of saccade paths, and (c) pleasantness and familiarity ratings. We found that the average number of fixations and saccades, saccade velocity, and pleasantness ratings increase with an increase in perceived dynamism ratings. Meanwhile the saccade duration decreased with an increase in perceived dynamism. Additionally, the analysis showed that experts gave higher dynamic ratings compared to laypeople and were more familiar with the artworks. These results indicate that there is a correlation between perceived dynamism in abstract painting and viewing behaviour — something that has long been assumed by art historians but had never been empirically supported.

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