基于眼动的网页对称性和复杂度对用户认知的影响的研究

发布时间：2018-04-16 21:03

本文选题：网页设计 + 网页复杂度　；参考：《浙江大学》2017年硕士论文

【摘要】：界面是用户浏览网页寻找相关信息时最为主要的信息通道,在信息爆炸的今天,界面的认知有效性和美学吸引力是界面设计的一个巨大的挑战。网页设计显著影响着网络行为,如何使网页界面的设计更加人性化和吸引眼球,提高用户的体验,对公司和设计师来说至关重要。复杂度和对称性是网页结构的重要基本特征,两者综合起来对网页认知和情感的影响尚不清楚。本研究采用眼动追踪技术和主观评价方法,从行为、生理、心理三方面定量定性地研究网站的复杂度和对称性对用户的认知和情感的影响机制。发现用户在网站浏览过程中的习惯、特征以及兴趣等。为此,本研究设计并实施了两个实验,对实验模型和假设进行验证。实验一分别考察了网页的对称性和复杂度两个独立因素对用户认知的影响机制,受试者在真实的网页上执行视觉搜索任务(Visual Search Task),记录其眼动数据并进行统计分析。基于实验一发现的结果,我们推测复杂度和对称性两因素在多水平下会交互影响受试者的认知行为。在实验二中我们对这一假设进行了检验。实验二是3(高、中、低复杂度)*2(高对称性和低对称性)的被试内设计,记录并分析其行为、心理和生理数据。结果表明,网页的复杂度和对称性显著影响用户的认知行为和情感。在网页低对称情况下,中等复杂度网站消耗更少的注意力资源,主观评分整体上更高;在网页高对称的情况下,高复杂度的网页消耗的认知资源多,但任务完成时间短、用户的喜好度最高。高对称性可以降低用户视觉感知复杂度,即在保证网页内容丰富性的情况下降低复杂度,从而降低认知负荷,提高用户的体验。本研究的结果从主观和客观两个方面为设计师和企业提供决策依据。
[Abstract]:Interface is the most important information channel when users browse the web to find relevant information. With the information explosion, the cognitive validity and aesthetic attraction of interface is a huge challenge in interface design.Web design has a significant impact on the behavior of the network. How to make the design of web interface more humanized and eye-catching and improve the user's experience is very important to the company and designer.Complexity and symmetry are the important basic characteristics of web page structure, and the influence of them on the cognition and emotion of web pages is not clear.In this study, eye movement tracking technique and subjective evaluation were used to quantitatively and qualitatively study the influence mechanism of complexity and symmetry of website on users' cognition and emotion from three aspects: behavior, physiology and psychology.Discover the habits, features and interests of users during browsing.Therefore, this study designed and implemented two experiments to verify the experimental model and hypothesis.In experiment 1, the influence of symmetry and complexity on users' cognition was investigated. The subjects performed visual Search task on real web pages and recorded their eye movement data and analyzed them statistically.Based on the results of experiment 1, we speculate that complexity and symmetry influence the cognitive behavior of the subjects at multiple levels.In experiment 2, we tested this hypothesis.Experiment 2 was designed to record and analyze the behavioral, psychological and physiological data of 3 (high, medium and low complexity) subjects (high symmetry and low symmetry).The results show that the complexity and symmetry of web pages significantly affect the cognitive behavior and emotion of users.In the case of low web page symmetry, the medium complexity website consumes less attention resources, and the subjective score is higher; in the case of high web page symmetry, the high complexity web page consumes more cognitive resources, but the task completion time is short.Users have the highest degree of preference.High symmetry can reduce the complexity of users' visual perception, that is, reduce the complexity while ensuring the richness of web content, thus reduce the cognitive load and improve the user's experience.The results of this study provide decision-making basis for designers and enterprises from subjective and objective aspects.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：TP393.092

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