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Reading behavior studies of the
electronic magazine under visual and
auditory stimulation ——Zhang Bing, Zhang Min
University of Shanghai for Science and Technology
Meaning
To improve the dissemination effect of digital publications, one of the method is to study reader’s behavior.
To provide a scientific basis to improve the dissemination effects of the electronic magazine.
Research method
Questionnaire
Interview
Subjective
Eye tracking technique
Questionnaire
Objective+Subjective
Design of the experiment
Visual stimulation
E-magazine
Auditory stimulation
Text Background color Special effects Pictures
Background music Text dubbing
The experimental variables
Background color
Reading voice
Rhythm of background music
Effects
Illustration
Reduce experiment times
This experiment investigated five variables, for each variable there are two levels, so
2 * 2 * 2 * 2 * 2 = 32
Orthogonal Design Arrange the experiment according to the orthogonal
table. It is a high-efficiency test design method, used in multi-factor test to seek the best level combination. With orthogonal design, the number of experiments was reduced to eight times.
Design of the experiment
number A B C D E
1cool colors
A1without reading
voice B1fast C1 with effects D1 related to the text E1
2cool colors
A1without reading
voice B1slow C2
without effects D2
unrelated to the text E2
3cool colors
A1with reading
voice B2fast C1
without effects D2
unrelated to the text E2
4cool colors
A1with reading
voice B2slow C2 with effects D1 related to the text E1
5warm
colors A2without reading
voice B1fast C1 with effects D1
unrelated to the text E2
6warm
colors A2without reading
voice B1slow C2
without effects D2
related to the text E1
7warm
colors A2with reading
voice B2fast C1
without effects D2
related to the text E1
8warm
colors A2with reading
voice B2slow C2 with effects D1
unrelated to the text E2
The speed of the rhythm of the background music has no significant effect on reading efficiency.
Conclusions
The content of the insert picture has no significant effect on the early recognition of the content.
Conclusions
Regression model
According to the regression model
(1) Dummy variables (Background color): X1 (1) = 1 refers to warm color, X1 (1) = 0 refers to cool color.
(2) Dummy variables (Text dubbing): X2 (1) = 1 refers to with text dubbing, X2 (1) = 0 refers to without text dubbing.
(3) Dummy variables (The rhythm of the background music): X3 (1) = 1 refers to slow, X3 (1) = 0 refers to fast.
(4) Dummy variables (Special effects): X4, = 1 refers to without special effects, X4, = 0 refers to with special effects.
(5) Dummy variable (Insert picture): X5, = 1 refers to not related to the text, X5, = 0 refers to related to the text.
(6) Explained variable Y is the Comprehension rate (%).
Regression model
The gradual regression model has deleted the variables that have no significant effect. They are the rhythm of the background music X3(1), X3(2), special effects X4(1), X4(2), insert picture X5(1), X5(2); explanatory variables X2, X1 are highly significant. So the regression model about Y (Comprehension rate) and X2 (text dubbing), X1 (background color) is
Y = 41.654 +25.942 * X2-14.808 * X1
model
Non-standardized coefficient
Standardized
coefficients
t Sig.BStandard
error (Constant) 41.654 6.189 0
X2 25.942 7.147 0.39 0.001X1 -14.808 7.147 -0.223 0.042
Variables are too little to cover all the factors in e-magazine.
One variables only has two levels.
Need more knowledge about how to analysis the track of gaze point.
Research limitations
References
[1] Zheng Yuan, Min Zhang. Reading behavior analysis on phone advertisements. Publishing Research.2011,5( 5)
[2] Zheng Yuan, Min Zhang. Eye tracking analysis on reading behavior about phone advertisements. Science Technology and Publication.2011,8( 8)
[3] Xuejun Bai, Deli Shen. Comparative study on eye movement between Beginners readers and Skilled readers. Psychological Development and Education. 1995,2.
[4] Guoli Yan. Eye movement study on reading scientific article. PHD paper, 1998 [5] Dan Chen, Xue Sui, Xiaodong Wang, Li Qian, Na Jiang. Eye movement study of reading
behavior under music influence. Psychological Science, 2008,31( 2) [6] Di Wu, Hua Shu. application research on Eye movement technology in reading. Psychology
Dynamic. 2001,9( 4) [7] Keith Rayner, Sara C Sereno. Eye movements in Reading Psycholinguistic Studies. In:
Gernsbacher M A ed.Handbook of Psycholinguistics. San Diego: Academic Press ,1994.57-81 [8]Erik D R, Alexander P, Donald L. Fisher K R.Toward a model of eye movement control in
reading. Psychological Review,1998,105:125-157 [9] George W M, Paul W K, Michael D R, David Zola.Eye movement control during reading: I.The
location of initial eye fixations on words. Vision Research, 1988, 28:1107-1118 [10] Fuchuan S, Michon M, Lawrence W. Stark.Comparative Pattern of reading eye movement in
Chinese and English. Percepion and Psychophysics, 1985,37:52-506
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