NDLI: Increasing the user's attention on the web: using implicit interaction based on gaze behavior to tailor content

Content Provider	ACM Digital Library
Author	Alt, Florian Mennenöh, Julian Shirazi, Alireza Sahami Schmidt, Albrecht
Abstract	The World Wide Web has evolved into a widely used interactive application platform, providing information, products, and services. With eye trackers we envision that gaze information as an additional input channel can be used in the future to adapt and tailor web content (e.g., news, information, ads) towards the users' attention as they implicitly interact with web pages. We present a novel approach, which allows web content to be customized on-the-fly based on the the user's gaze behavior (dwell time, duration of fixations, and number of fixations). Our system analyzes the gaze path on a page and uses this information to create adaptive content on subsequent pages. As a proof-of-concept we report on a case study with 12 participants. We presented them both randomly chosen content (baseline) as well as content chosen based on their gaze-behavior. We found a significant increase of attention towards the adapted content and evidence for changes in the user attitude based on the Elaboration Likelihood Model.
Starting Page	544
Ending Page	553
Page Count	10
File Format	PDF
ISBN	9781450314824
DOI	10.1145/2399016.2399099
Language	English
Publisher	Association for Computing Machinery (ACM)
Publisher Date	2012-10-14
Publisher Place	New York
Access Restriction	Subscribed
Subject Keyword	Implicit interaction Adaptative content Eye tracking
Content Type	Text
Resource Type	Article

Sl.	Authority	Responsibilities	Communication Details
1	Ministry of Education (GoI), Department of Higher Education	Sanctioning Authority	https://www.education.gov.in/ict-initiatives
2	Indian Institute of Technology Kharagpur	Host Institute of the Project: The host institute of the project is responsible for providing infrastructure support and hosting the project	https://www.iitkgp.ac.in
3	National Digital Library of India Office, Indian Institute of Technology Kharagpur	The administrative and infrastructural headquarters of the project	Dr. B. Sutradhar bsutra@ndl.gov.in
4	Project PI / Joint PI	Principal Investigator and Joint Principal Investigators of the project	Dr. B. Sutradhar bsutra@ndl.gov.in Prof. Saswat Chakrabarti will be added soon
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Increasing the user's attention on the web: using implicit interaction based on gaze behavior to tailor content