Applying eye-tracking technology to measure interactive experience toward the navigation interface of mobile games considering different visual attention mechanisms

Abstract

As an initial channel for users learning about a mobile game, the interactive experience of the navigation interface will directly affect the first impression of the users on the game and their subsequent behaviors and willingness to use. This study aims to investigate players' visual attention mechanisms of various interactive levels of mobile games' interfaces under free-browsing and task-oriented conditions. Eye-tracking glasses and a questionnaire were used to measure the interactive experience of mobile games. The results show that in the free-browsing condition, the fixation count, saccade count and average saccade amplitude can be used to reflect and predict the interactive experiences of mobile games' navigation interface; while in the task-oriented condition, the fixation count, first fixation duration, dwell time ratio and saccade count can be used to reflect and predict the interactive experience of mobile games' navigation interface. These findings suggest that apart from the different eye movement indicators, players' motivations should also be considered during the process of the games' navigation interface design.