Exploring cultural variation in eye movements on a web page between Americans and Koreans

Abstract

This study explored differences in eye movement on a Web page between members of two different cultures to provide insight and guidelines for implementation of global Web site development. More specifically, the research examines whether differences of eye movement exist between the two cultures (American vs. Korean) when viewing a Web page, and if so, whether their eye movements are affected according to the level of Web page complexity. This study employed eye tracking methods and several eye movement metrics were measured. © 2011 Springer-Verlag.