The Effects of Animation on Information Seeking Performance on the World WideWeb: Securing Attention or Interfering with Primary Tasks?

摘要

Although animation is commonly used in the web environment, scantrnscientific evidence can be found either on the effects of animation on viewerrninformation seeking performance or on the implications for online advertising. Thisrnpaper reports a limited study that provides such scientific evidence. Using researchrnresults from visual attention and perception literature to guide the discovery, thernstudy confirms four hypotheses.rn(1) Animation as a secondary stimulus deteriorates viewer information seekingrnperformance.