Reading behavior studies of the

electronic magazine under visual and

auditory stimulation ——Zhang Bing, Zhang Min

University of Shanghai for Science and Technology

Contents

Introduction

Research method

Design of the experiment

Data analysis

Conclusions

Introduction

Digital reading has become an important means of reading.

Introduction

Research object

Visual stimulation Auditory stimulation

E-magazine

Digital publications： E-magazine

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.

Research method

Questionnaire

Interview

Subjective

Eye tracking technique

Questionnaire

Objective+Subjective

Design of the experiment

Visual stimulation

E-magazine

Auditory stimulation

Text Background color Special effects Pictures

Background music Text dubbing

The experimental variables

Background color

Reading voice

Rhythm of background music

Effects

Illustration

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.

Design of the experiment

number A B C D E

1cool colors

A1without reading

voice B1fast C1 with effects D1 related to the text E1

2cool colors

A1without reading

voice B1slow C2

without effects D2

unrelated to the text E2

3cool colors

A1with reading

voice B2fast C1

without effects D2

unrelated to the text E2

4cool colors

A1with reading

voice B2slow C2 with effects D1 related to the text E1

5warm

colors A2without reading

voice B1fast C1 with effects D1

unrelated to the text E2

6warm

colors A2without reading

voice B1slow C2

without effects D2

related to the text E1

7warm

colors A2with reading

voice B2fast C1

without effects D2

related to the text E1

8warm

colors A2with reading

voice B2slow C2 with effects D1

unrelated to the text E2

During the experiment

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

Conclusions

The special effects have no significant effect on reading efficiency.

Conclusions

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

Conclusions

Conclusions

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

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 (%).

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

Standardized

coefficients

t Sig.BStandard

error    (Constant) 41.654 6.189     0

X2 25.942 7.147 0.39   0.001X1 -14.808 7.147 -0.223   0.042

 

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

References

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——Zhang Bing

University of Shanghai for Science and Technology