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Cultural differences on seeking information: an eye tracking study

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dc.contributor.author Marcos, Mari-Carmen
dc.contributor.author García-Gavilanes, Ruth Olimpia
dc.contributor.author Bataineh, Emad
dc.contributor.author Pasarin, Lara
dc.date.accessioned 2013-07-24T14:22:07Z
dc.date.available 2013-07-24T14:22:07Z
dc.date.issued 2013
dc.identifier.citation Marcos MC, García-Gavilanes R, Bataineh E, Pasarin L. Cultural differences on seeking information: an eye tracking study. In: CIH'13: Workshop Many People, Many Eyes; April 27-May 2, 2013; Paris, France.
dc.identifier.uri http://hdl.handle.net/10230/20943
dc.description.abstract The main goal of this research is to investigate how people with different cultural background differ in their interaction style and visual behavior on search engine results pages (SERP), more specifically between groups from the Middle Eastern region vs. Western Europe. We conducted a controlled eye-tracking experiment to explore and evaluate the visual behavior of Arabs and Spaniard/nusers when scanning through the first page of the search results in Google. Big differences can be observed in the 4 aspects studied: U.A.E. participants stayed on the SERPs for longer, they read more results and they read each snippet in a more complete way than Spaniards. In Spain, people tended to scan the SERP, reading less text on each snippet, and choose a result among the first top ranked/nones without hardly seeing those in bottom positions.
dc.format.mimetype application/pdf
dc.language.iso eng
dc.publisher ACM Association for Computer Machinery
dc.rights Aquest document està subjecte a una llicència Creative Commons
dc.rights.uri http://creativecommons.org/licenses/by-nc-sa/3.0/es/
dc.subject.other Ulls -- Moviments
dc.subject.other Interacció persona-ordinador
dc.subject.other Percepció visual
dc.subject.other Igualtat -- Aspectes socials
dc.title Cultural differences on seeking information: an eye tracking study
dc.type info:eu-repo/semantics/conferenceObject
dc.subject.keyword Search engines
dc.subject.keyword Cultural differences
dc.subject.keyword Eye tracking
dc.subject.keyword Visual behavior
dc.subject.keyword User experience
dc.rights.accessRights info:eu-repo/semantics/openAccess
dc.type.version info:eu-repo/semantics/submittedVersion

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