A Method and Device for Attention Evaluation of Search Result Web Pages Based on Eye Tracking

Abstract

The present invention relates to a method and device for evaluating the attention of search result web pages based on eye movement tracking. The method includes: receiving at least two user samples, analyzing the cognitive style of the users in the samples by using a mosaic graphic test method, and obtaining the recognition of the users. Style type; according to the same search result webpage, different page layouts are set, and the eye movement fixation information when each user reads the search result webpages of the different page layouts in the collection sample; according to the eye movement fixation information, training has User attention scoring models of different cognitive style types; inputting the cognitive style type of the test user into the attention scoring model to obtain the attention score of the test user.

Description

technical field [0001] The invention relates to a method and device for evaluating the attention of search result web pages based on eye movement tracking. Background technique [0002] With the rapid development of information technology, the ways for people to obtain information are gradually increasing. In these respects, web pages occupy a crucial position. The web page has the advantages of large amount of information and convenient operation, which has brought about great changes in people's lifestyles and corporate marketing strategies. For example, when people want to know or buy a certain product, they usually send a search task through a search engine, and then obtain and process information on a search engine results page (SERP: Search Engine Results Page) to make a final decision. Therefore, the current Internet advertising has become one of the important components of marketing and is an important part of the implementation of modern marketing media strategies...

AI Technical Summary

Problems solved by technology

[0004] However, there are still the following problems: 1) Most of the research is based on subjective feedback such as search satisfaction or research related to behavioral feedback such as click-through rate, and rarely involves user attention; 2) There is a lack of different links in search engine results pages And detailed research on the interaction between advertisements; 3) basically do not divide users, and integrate users

[0005] To sum up, in the existing research and technology, the attention distribution of different users on different result links under different advertisement layouts in the search engine result webpage, and how to make the layout of the search engine result webpage more scientific and reasonable , so as to obtain the maximum attention of users, there is still a lack of effective research solutions

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