ITEM HIGHLIGHTING INFLUENCE ON VISUAL SEARCHING STRATEGIES Studies of Item Highlighting IN PAGE LAYOUT
项目突显方式对视觉搜索策略的影响

Searching strategy is a direct cognitive control process that guides the visual focus to the target object. This study used eye tracking technique, visual searching time, and separation of mouse clicking time. The goal is to understand visual searching, searching strategies, and item highlighting. The conclusions are as follows: (1)In the process of searching item, participants employed different searching strategies, they used directive strategy when provided with item highlighting, used serial search strategy when not provided with item highlighting; (2) When participants employed directive strategy, the percent of the number of first fixation in the first area of interest was less than 58.3%, and when serial strategy was employed, the percent was more than 58.3%; (3)When directive strategy was employed in the process of searching, the number of fixation,scan track and fixation time were salience less than when serial strategy was employed. (4) Participants used directive strategy can salience shorten participants' visual search time, improve visual search performance , but can't shorten the time spending on mouse clicking; (5) Item highlighting changed the visual search strategy, and thus improve the visual search performance.