Online visual search behaviour, performance and satisfaction: A comparative study of English, Arabic and Chinese users

Abstract

The primary goal of this research is to explore differences in visual search behaviour, performance and subjective satisfaction between English, Arabic and Chinese speaking users of a Search Engine Result Page (SERP) in order to provide design insights for international web designers and developers. The research uses eye tracking to examine whether differences in visual behaviour and eye movement exist between the three groups (English, Arabic and Chinese users) when viewing SERPs on large and small screen and whether their eye movements differ according to the types of activity, the type of SERP interface or the screen size.