Eye Measurement Analysis of Difficulty in Reaching Information on Web Pages: Effects of scroll number on the fixation point and information reaching difficulty

Abstract

This study is part of the Chiba University of Commerce Special Lecture "Data Science, " in which students take the initiative in conducting analyses to solve the university's problems using data science methods. This study focused on gazing and eye movement as quantitative data in the usability evaluation of a web page for university entrance examinations. We analyzed the factors influencing information reaching by combining eye movement measurement data and users' subjective evaluations. We experimented with 22 subjects (21 valid data) and chose five web pages for university entrance examinations for stimuli. The analysis results revealed no difference in the time and the distance of eye movement for each Web page, but there was a difference in the variance of fixation points. In addition, the comparison of the variance with the questionnaire to the experiments revealed that the minor variance of fixation points results in lower subjective difficulty in reaching the information. Furthermore, setting a certain number of scrolls on the Web page decreases the variance and the difficulty in reaching the information.