由眼球追蹤法探索電子報版面中圖片位置對注意力分佈之影響

Abstract

本研究企圖以圖文左右空間配置的實驗操弄，觀察讀者在充分閱讀情境下，落在文字與圖片上的視線軌跡是否有顯著差異，從這些差異的變化關係推論其可能成因，並歸納其對版面編輯者的意義。結果顯示，在充分閱讀情境下，不論圖片置左或右，並不顯著影響文字區塊的凝視分佈。但是，圖片置左卻會使得圖片本身受到比圖片置右更多且短暫的凝視落點，這顯示圖片置左的確較容易吸引視線的短暫停駐。

Both image and text are key components for any media type, especially for news. This study manipulated the left-right symmetrical layout between image and text of the same news to investigate the changes of the oculomotor characteristics, such as average fixation time and total fixation numbers. Results showed that there were no difference between left text and right text under intensive reading condition. But, there were more fixation numbers significantly on left image than right image. Furthermore, there were more average fixation time on right image than left image. These results implied that left image may attract more sights, because intensive reading process induced the left-oriented oculomotor tendency.