跨设备搜索引擎结果页面注意力分布研究——基于眼动视觉数据的实证分析
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摘要
用户在搜索引擎结果页面的视觉注视行为,一直是信息检索领域的重要研究内容,有助于优化搜索引擎结果页面(Serach Engine Result Page,SERP)的布局,提升用户搜索效率。而针对用户在跨设备搜索情境下的SERP注视行为的研究还较少。本研究通过跨设备搜索实验,对用户在不同跨设备情境下的SERP视觉行为分布展开研究。研究发现,用户在跨设备后,其视觉注意力相比之前有所分散,关注点减少。跨设备后,用户的"眼动熵"值在SERP的搜索结果列表中,呈现出总体上升的趋势。用户在跨设备后对SERP首屏的搜索结果区域内搜索结果摘要的关注度最高,对于记录跨设备历史信息的区域关注度提升最高,这说明搜索引擎为用户提供的跨设备历史信息能够有效地帮助用户恢复搜索任务,提高用户的搜索效率。在单条搜索结果区域内,跨设备前后用户的视觉分布不存在显著性差异。
Users' visual gaze behaviors in search engine result page(SERP)has been an important research content in information retrieval field,which can help optimize the layout of SERP and enhance users' search efficiency.However,few researches have been done on the gaze behavior in SERP of cross device search.Through a cross-device search experiment,this paper studies the distribution of user's visual behavior in SERP in different inter device context.The results reveals that users' visual attention isless focused comparing the first device.The value of"Eye-tracking entropy"in result list of SERP shows a upward trend generally after device transition.Users pay the most attention to the search results snippets in the first screen of SERP after the device transition,and the highest promotion of visual attention occurs in the region about cross-device history.This indicates that the cross-device history information provided by the search engine can effectively help users recover the search task and improve the search efficiency.In the unique search results region,there is no significant difference in the visual attention.
Users' visual gaze behaviors in search engine result page(SERP)has been an important research content in information retrieval field,which can help optimize the layout of SERP and enhance users' search efficiency.However,few researches have been done on the gaze behavior in SERP of cross device search.Through a cross-device search experiment,this paper studies the distribution of user's visual behavior in SERP in different inter device context.The results reveals that users' visual attention isless focused comparing the first device.The value of"Eye-tracking entropy"in result list of SERP shows a upward trend generally after device transition.Users pay the most attention to the search results snippets in the first screen of SERP after the device transition,and the highest promotion of visual attention occurs in the region about cross-device history.This indicates that the cross-device history information provided by the search engine can effectively help users recover the search task and improve the search efficiency.In the unique search results region,there is no significant difference in the visual attention.
引文
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16 ,24Lagun D,Mcmahon D,Navalpakkam V.Understanding Mobile Searcher Attention with Rich Ad Formats[C]//Conference on Information and Knowledge Management,ACM,2016:599-608.
17 朱郭奇,孙林岩,崔凯.基于眼动行为分析方法的平面广告效果影响因素研究[J].管理评论,2012,24(9):121-131.
18 刘俊.基于眼动追踪的隐式相关反馈方法研究[D].北京交通大学,2014.
19 Dan W,Xuan Y,Jing D,et al.Daqing H.Designing Mobile Search Tasks:A Context-based Approach[J].Geomatics and Information Science of Wuhan University,2016,41(3):34-39.
20 Papoutsaki A,Laskey J,Huang J.SearchGazer:Webcam Eye Tracking for Remote Studies of Web Search[C]//Internal Conference on Conference Human Information Interaction and Retrieval.ACM,2017:17-26.
22 Park J Y,O’Hare N,Schifanella R,et al.A Large-Scale Study of User Image Search Behavior on the Web[C]//ACM Conference on Human Factors in Computing Systems.ACM,2015:985-994.
(1)http://crosssearch.whu.edu.cn
2 Kammerer Y,Gerjets P.How the interface design influences users’spontaneous trustworthiness evaluations of web search results:comparing a list and a grid interface[C]//Symposium on Eye-Tracking Research&Applications.ACM,2010:299-306.
3 Jones M,Marsden G,Mohd-Nasir N,et al.Improving Web interaction on small displays[J].Computer Networks the International Journal of Computer&Telecommunications Networking,1999,31(11-16):1129-1137.
4 Barry C,Lardner M.A Study of First Click Behaviour and User Interaction on the Google SERP[C]//International Conference on Information Systems Development.Springer,2010:89-99.
5 ,6许鑫,曹阳.基于眼动追踪实验的高校图书馆门户网站网页设计研究[J].大学图书馆学报,2017(3):46-52.
7 Montanez G D,White R W,Huang X.Cross-Device Search[C]//ACM International Conference on Conference on Information and Knowledge Management.ACM,2014:1669-1678.
8 ,21 Bojko A.Informative or Misleading?Heatmaps Deconstructed[C]//International Conference on Human-Computer Interaction.Springer Berlin Heidelberg,2009:30-39.
9 Granka L,Feusner M,Lorigo L.Eyetracking in Online Search[M].In R.I.Hammoud,editor,Passive Eye Monitoring,Signals and Communication Technology.Springer,2008:347-372.
10 宋洋洋,吕胜富,栗觅,等.网页信息位置对视觉信息搜索影响的眼动研究[C]//中国粒计算联合会议,2009.
11 ,14卢万譞.基于眼动跟踪的网络搜索行为分析与预测[D].北京理工大学,2015.
12 ,25卢万譞,梁玮,贾云得.用户推荐对网络搜索行为影响的眼动研究[J].北京理工大学学报,2016,36(5):514-519.
13 Guan Z,Cutrell E.An eye tracking study of the effect of target rank on web search[C]//SIGCHI Conference on Human Factors in Computing Systems.ACM,2007:417-420.
15 宋洋洋.Web页面信息类型与位置对视觉搜索影响的眼动研究[D].北京工业大学,2011.
16 ,24Lagun D,Mcmahon D,Navalpakkam V.Understanding Mobile Searcher Attention with Rich Ad Formats[C]//Conference on Information and Knowledge Management,ACM,2016:599-608.
17 朱郭奇,孙林岩,崔凯.基于眼动行为分析方法的平面广告效果影响因素研究[J].管理评论,2012,24(9):121-131.
18 刘俊.基于眼动追踪的隐式相关反馈方法研究[D].北京交通大学,2014.
19 Dan W,Xuan Y,Jing D,et al.Daqing H.Designing Mobile Search Tasks:A Context-based Approach[J].Geomatics and Information Science of Wuhan University,2016,41(3):34-39.
20 Papoutsaki A,Laskey J,Huang J.SearchGazer:Webcam Eye Tracking for Remote Studies of Web Search[C]//Internal Conference on Conference Human Information Interaction and Retrieval.ACM,2017:17-26.
22 Park J Y,O’Hare N,Schifanella R,et al.A Large-Scale Study of User Image Search Behavior on the Web[C]//ACM Conference on Human Factors in Computing Systems.ACM,2015:985-994.
(1)http://crosssearch.whu.edu.cn