Employing Eye Tracking in Quantifying and Qualifying Visual Attention of Web Site Viewers (Physical Education Faculties)

In recent years, the web has emerged as an ideal media, that knowledge and information through which are effectively disseminated around the world. The purpose of this research is to study the websites of physical education and sports sciences with neuro marketing approach. The research method of this study was semi-empirical. The statistical population consisted of Ferdowsi University of Mashhad (FUM) students and other universities and educational institutions active in Mashhad that signed the consent form to participate in the study. Among selected individuals, 28 people were as research samples. In this research, Be Gaze software has been used to convert eye tracker data into quantitative data and to test the hypotheses of research we used repeated measure analysis and SPSS 21. The analysis showed that there was a significant difference between all areas in time of fixation at them; it also had significant differences between all areas in number of fixation, except the right menu and the header menu. FUM student did not affect the number and duration fixation of people at the affected areas, and FUM students were not biased toward their college. In relation to gender, the data showed that gender did not have a significant difference in the number of fixation, but gender was significantly different on the duration of fixation at all areas. In general, based on the areas of interest (AOI), FUM reach ranked among the other universities in a variety of factor and, in general, was better and more fully evaluated.