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Investigating the differences in web browsing behaviour of Chinese and European users using mouse tracking

Griffiths, L and Chen, Z 2007, Investigating the differences in web browsing behaviour of Chinese and European users using mouse tracking , in: UI-HCII'07 Proceedings of the 2nd international conference on Usability and internationalization Springer-Verlag Berlin, Heidelberg ©2007, 22-27 July 2007, Beijing, China.

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Abstract

The World Wide Web has become a ubiquitous information source and communication channel. With such an extensive user population, it is imperative to understand how users view Web pages. Studies of Web browsing behaviour aimed at different cultures have previously been carried out using methodologies such as questionnaires, observation and expensive eye-tracking. Mouse-tracking however, has not been previously widely applied to studies of Web browsing behaviour. This paper presents an exploratory study in which Web browsing behaviour was investigated with a help of a remote proxy mouse tracker. Furthermore, this paper compares the browsing behaviour of European users with Chinese users. This comparative study tries to explore whether or not there exists any differences in expected menu positions between Chinese and European users using mouse tracking methodology.

Item Type: Conference or Workshop Item (Paper)
Themes: Media, Digital Technology and the Creative Economy
Schools: Colleges and Schools > College of Science & Technology > School of Computing, Science and Engineering > Virtual Environments & Future Media Research Centre
Journal or Publication Title: UI-HCII'07 Proceedings of the 2nd international conference on Usability and internationalization
Publisher: Springer-Verlag Berlin, Heidelberg
Refereed: Yes
Depositing User: LS Griffiths
Date Deposited: 17 Oct 2011 13:43
Last Modified: 20 Aug 2013 17:14
URI: http://usir.eprints.org/id/eprint/18424

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