Research of Webpage Complexity Influence on Search Behavior Based on Eye Tracking Experiment

Abstract

With the development of the Internet, users use electronic devices to browse information continuously for a long time every day. Excessive information brings a lot of cognitive load to users. Many studies have shown that the complexity of the webpage design will affect the search efficiency. For e-commerce webpages, the search efficiency is directly related to the purchase rate. Therefore, through eye tracking experiments, this paper studies the influence of density factors of e-commerce webpage complexity on user search behavior performance and subjective perception, establishes the relationship between webpage visual design and user search usability, and comprehensively constructs evaluation indexes from behavior data and perceptual data. The research results of this paper provide a reference for designers how to arrange information density when designing webpages.