Method and device for assessing search result webpage attention on basis of eye-movement tracking

Abstract

The invention relates to a method and device for assessing search result webpage attention on the basis of eye-movement tracking. The method comprises the following steps: receiving at least two usersamples, and analyzing cognitive styles of users in the samples by an embedded figure test method to obtain cognitive style types of users; setting different page layouts according to the same searchresult webpage, and acquiring eye-movement watching information of every user in the sample when the users read search result webpages in different page layouts; training to obtain user attention scoring models in different cognitive style types according to the eye-movement watching information; and inputting the cognitive style types of testing users into the attention scoring models to obtain attention scores of the tested users.

Description

Technical field [0001] The invention relates to a method and device for evaluating the attention of a search result webpage based on eye movement tracking. Background technique [0002] With the rapid development of information technology, the ways people obtain information are gradually increasing. In these respects, web pages occupy a crucial position. Web pages have the advantages of large amount of information and convenient operation, which has caused 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 out a search task through a search engine, and then obtain and process the information in the 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 an important part of the implementation of modern marketing media strategies. Research on ...

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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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