What do users see when health information with differentlevels of sensitivity is presented on Facebook?: Preliminary findings with eye tracking techniques

摘要

Social networking sites are popularly used for healthrninformation dissemination. However, little research hasrnbeen carried out on how users view the disseminated healthrninformation. This study using eye tracking techniquesrninvestigates how users view presented informationrndifferently when health information with various levels ofrntopic sensitivity is presented as topic sensitivity is one ofrnimportant factors that impacts user’s health informationrnbehavior on social media. The findings indicate that therncontent of posts are viewed the most frequently, followedrnby source information and post information. Userrnengagement elements are viewed depending on the qualityrnof the conversations in the comments. This study utilizesrneye tracking techniques and provides further insights intornhow users view information and various elementsrndifferently on Facebook.