| In recent years, with the rapid development of Internet, many e-business companies stand out from the competition. Online shopping, group buying become hot topics in people’s spare time. The development of Internet also provide the manufacturing enterprises new sales channels, network marketing has become the latest marketing tools in this background. As the bridge of connecting company and consumers, web page play an important role in network marketing. However, In order to pursue a variety of visual effects and technology effects in the process of web design, many enterprises ignore the usability problems of web page. The result is consumers can’t get a good experience in the process of browsing the web.There are many researches on Web usability in domestic and abroad, these researches proposed some design principles to improve web usability through the method of empirical and experimental, they mainly studied how to improve the efficiency of searching web information from the perspective on density, color matching and page layout. Conclusions of these researches provide some useful guidance to improve web usability. This paper studied the efficiency of searching web information from the angle of Information presentation based on existing research with the method of eye-movement and behavioral experiment. The main contents of this dissertation are as follows:(1) Based on summarizing the relative literatures, the usability of webpage and visual recognition reliability at home and abroad is reviewed. The shortcomings of existing research are pointed out and the research ideas of this dissertation are put forward.(2) Pointed out the work we need to do in order to lead preview effect into webpage design based on the review about the related concept and theories of preview effect. Firstly, the existing researches do experiment with characters as stimuli, but web information is composed of characters and images, so we need to study whether the preview effect exist in searching information of image. Secondly, we need to research why the preview effect occurred because there is a dispute about this problem.(3) Built experiment according to preview paradigm with LOGO as stimuli, get reaction time and eye-movement data and with repeated measurement data analysis of variance to process the data, we verified that the preview effect exist in searching information of graph. Based on the preview research, this article studied why the preview effect occurred with the assessment method of within-group. The data in the article is collect from experiment, including the data of eye-movement and time of reaction. |
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