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Reading behavior studies of the electronic magazine under visual and auditory stimulation ——Zhang Bing, Zhang Min University of Shanghai for Science and.

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Presentation on theme: "Reading behavior studies of the electronic magazine under visual and auditory stimulation ——Zhang Bing, Zhang Min University of Shanghai for Science and."— Presentation transcript:

1 Reading behavior studies of the electronic magazine under visual and auditory stimulation ——Zhang Bing, Zhang Min University of Shanghai for Science and Technology

2 Contents IntroductionResearch methodDesign of the experimentData analysisConclusions

3 Introduction Digital reading has become an important means of reading.

4 Introduction

5 Research object Visual stimulationAuditory stimulation E-magazine Digital publications : E-magazine

6 Meaning To improve the dissemination effect of digital publications, one of the method is to study reader’s behavior. To provide a scientific basis to improve the dissemination effects of the electronic magazine.

7 Research method Questionnaire Interview Subjective Eye tracking technique Questionnaire Objective+Subjective

8 Design of the experiment Visual stimulation E-magazine Auditory stimulation Text Background color Special effects Pictures Background music Text dubbing

9 The experimental variables Background color Reading voice Rhythm of background music Effects Illustration

10 Reduce experiment times This experiment investigated five variables, for each variable there are two levels, so 2 * 2 * 2 * 2 * 2 = 32 Orthogonal Design Arrange the experiment according to the orthogonal table. It is a high-efficiency test design method, used in multi-factor test to seek the best level combination. With orthogonal design, the number of experiments was reduced to eight times.

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12 Design of the experiment numberABCDE 1 cool colors A1 without reading voice B1 fast C1with effects D1related to the text E1 2 cool colors A1 without reading voice B1 slow C2 without effects D2 unrelated to the text E2 3 cool colors A1 with reading voice B2 fast C1 without effects D2 unrelated to the text E2 4 cool colors A1 with reading voice B2 slow C2with effects D1related to the text E1 5 warm colors A2 without reading voice B1 fast C1with effects D1 unrelated to the text E2 6 warm colors A2 without reading voice B1 slow C2 without effects D2 related to the text E1 7 warm colors A2 with reading voice B2 fast C1 without effects D2 related to the text E1 8 warm colors A2 with reading voice B2 slow C2with effects D1 unrelated to the text E2

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15 During the experiment

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20 The speed of the rhythm of the background music has no significant effect on reading efficiency. Conclusions

21 The special effects have no significant effect on reading efficiency. Conclusions

22 The content of the insert picture has no significant effect on the early recognition of the content. Conclusions

23 Text dubbing has a significant effect on the time of content processing.

24 Regression model According to the regression model (1) Dummy variables (Background color): X1 (1) = 1 refers to warm color, X1 (1) = 0 refers to cool color. (2) Dummy variables (Text dubbing): X2 (1) = 1 refers to with text dubbing, X2 (1) = 0 refers to without text dubbing. (3) Dummy variables (The rhythm of the background music): X3 (1) = 1 refers to slow, X3 (1) = 0 refers to fast. (4) Dummy variables (Special effects): X4, = 1 refers to without special effects, X4, = 0 refers to with special effects. (5) Dummy variable (Insert picture): X5, = 1 refers to not related to the text, X5, = 0 refers to related to the text. (6) Explained variable Y is the Comprehension rate (%).

25 Regression model The gradual regression model has deleted the variables that have no significant effect. They are the rhythm of the background music X3(1), X3(2), special effects X4(1), X4(2), insert picture X5(1), X5(2); explanatory variables X2, X1 are highly significant. So the regression model about Y (Comprehension rate) and X2 (text dubbing), X1 (background color) is Y = 41.654 +25.942 * X2-14.808 * X1 model Non-standardized coefficient Standardi zed coefficien ts tSig. B Standard error (Constant)41.6546.189 0 X225.9427.1470.39 0.001 X1-14.8087.147-0.223 0.042

26 Variables are too little to cover all the factors in e-magazine. One variables only has two levels. Need more knowledge about how to analysis the track of gaze point. Research limitations

27 References [1] Zheng Yuan, Min Zhang. Reading behavior analysis on phone advertisements. Publishing Research.2011,5 ( 5 ) [2] Zheng Yuan, Min Zhang. Eye tracking analysis on reading behavior about phone advertisements. Science Technology and Publication.2011,8 ( 8 )Science Technology and Publication [3] Xuejun Bai, Deli Shen. Comparative study on eye movement between Beginners readers and Skilled readers. Psychological Development and Education. 1995,2. [4] Guoli Yan. Eye movement study on reading scientific article. PHD paper, 1998 [5] Dan Chen, Xue Sui, Xiaodong Wang, Li Qian, Na Jiang. Eye movement study of reading behavior under music influence. Psychological Science, 2008,31 ( 2 ) [6] Di Wu, Hua Shu. application research on Eye movement technology in reading. Psychology Dynamic. 2001,9 ( 4 ) [7] Keith Rayner, Sara C Sereno. Eye movements in Reading Psycholinguistic Studies. In: Gernsbacher M A ed.Handbook of Psycholinguistics. San Diego: Academic Press,1994.57-81 [8]Erik D R, Alexander P, Donald L. Fisher K R.Toward a model of eye movement control in reading. Psychological Review,1998,105:125-157 [9] George W M, Paul W K, Michael D R, David Zola.Eye movement control during reading: I.The location of initial eye fixations on words. Vision Research, 1988, 28:1107-1118 [10] Fuchuan S, Michon M, Lawrence W. Stark.Comparative Pattern of reading eye movement in Chinese and English. Percepion and Psychophysics, 1985,37:52-506

28 ——Zhang Bing University of Shanghai for Science and Technology


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