Analysis of users’ Eye movementes and their capabilities’ role during Interaction with Website Interfaces

The purpose of this study is to identify any possible effect of users’ capabilities, such as learning styles, information or computer literacy, on their eye-movements during interaction with website interfaces, based on eye-mind hypothesis. This research was carried out through explanatory sequential mixed method. The research population was postgraduate students of Ferdowsi University of Mashhad. Sampling was done through sequential mixed method by sampling in each layer (multilevel). Finally, 20 subjects were selected. During data gathering, various tools and approaches such as Felder and Soloman Learning Style questionnaire, Information literacy and computer literacy questionnaire, interactive sessions using eye tracker were used. Descriptive and inferential statistics were used to analyze the data and test the hypotheses. The findings of this study showed a high correlation between computer literacy and information literacy of students. Eye movements of users during interaction with website interfaces was influenced by users’ capabilities. There was a relationship between information literacy and eye movements. The fixation duration was higher for subjects with higher information literacy than those with less information literacy. Subjects with a sensory learning style experienced a greater fixation count. Yet for those who had a sequential style, the fixation duration was longer, but the fixation count due to the linear look at the user interface was less than the global style. Subjects with lower information literacy and reflective learning style experienced more fixation counts. Those with active learning style and high information literacy had longer fixation durations. Subjects with lower levels of information literacy had more fixation count than those with higher information literacy. By examining the eye movements of the users in this research, it was determined that the user interface can affect the eye movement of the users. In the process of interaction, the users’ eye movements changed from more general elements to more complex elements. In general, it was found that the level of information literacy may direct users’ eye movements, while interacting with website, and affect how information is extracted from the interface. Also, the learning style affected the movement of the eyes of the users during the interaction.