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http://dx.doi.org/10.15207/JKCS.2022.13.02.177

A Study on the Gaze Flow of Internet Portal Sites Utilizing Eye Tracking  

Hwang, Mi-Kyung (Department of Media Content, Kyungsung University)
Kwon, Mahn-Woo (Department of Media Content, Kyungsung University)
Lee, Sang-Ho (Department of Media Content, Kyungsung University)
Kim, Chee-Yong (Division of Digital Contents & Game Animation, Dong-Eui University)
Publication Information
Journal of the Korea Convergence Society / v.13, no.2, 2022 , pp. 177-183 More about this Journal
Abstract
This study investigated through eye tracking what gaze path the audience searches through portal sites (Naver, Daum, Zoom, and Nate). As a result of the layout analysis according to the gaze path of the search engine, the four main pages, which can be called to be the gateway to information search, appeared in the form of a Z-shaped layout. The news and search pages of each site use an F-shape, which means that when people's eyes move from top to right in an F-shape, they read while moving their eyes from left to right(LTR), which sequentially moves to the bottom. As a result of analyzing through the heat map, gaze plot, and cluster, which are the visual analysis indicators of eye tracking, the concentration of eyes on the photo and head copy was found the most in the heat map, and it can be said to be of high interest in the information. The flow of gaze flows downward from the top left to the right, and it can be seen that the cluster is most concentrated at the top of the portal site. The website designer should focus on improving the accessibility and readability of the information desired by the user in the layout design, and periodic interface changes are required by investigating and analyzing the tendencies and behavioral patterns of the main users.
Keywords
Portal Site; Layout Type; Gaze Flow; Information Search;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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