THE IMPACT OF ANIMATION ON VISUAL SEARCH TASKS IN A WEB ENVIRONMENT: A MULTI-YEAR STUDY

Ping Zhang, Nelson Massad

Research output: Contribution to conferencePaperpeer-review

3 Scopus citations

Abstract

Research results from a previous study show that animation as non-primary information significantly reduces information-seeking performance in a web-based environment (Zhang, 1999, 2000). Furthermore, in a different study, Zhang (2001) finds that animation on the left side of a screen has a higher negative impact on task performance than animation on the right side; animation also has different impact on task performance depending on its onset timing. This paper reports an investigation on whether animation’s location and timing impacts have changed over the years, as the Web has become a commodity and people are more used to animated online advertisements on the Web. The results from four experiments during the 1999-2003 period indicate that (1) animation as non-primary information still significantly affects information-seeking performance in almost all animated conditions, (2) animation retains the significant main effect on side: the left side has higher negative impact than the right side, (3) animation retains the significant main effect on onset timing, although (4) animation’s onset timing effects have changed slightly over the years. We discuss the effects from a theoretical perspective as well as the practical implications for website designers and online advertisers in the design of effective webpages with animated online advertisements.

Original languageEnglish (US)
Pages2265-2272
Number of pages8
StatePublished - 2003
Event9th Americas Conference on Information Systems, AMCIS 2003 - Tampa, United States
Duration: Aug 4 2003Aug 6 2003

Conference

Conference9th Americas Conference on Information Systems, AMCIS 2003
Country/TerritoryUnited States
CityTampa
Period8/4/038/6/03

Keywords

  • Human-computer interaction
  • animation
  • experiment
  • information seeking
  • multi-year study
  • online advertising
  • visual attention
  • visual interference

ASJC Scopus subject areas

  • Library and Information Sciences
  • Computer Networks and Communications
  • Computer Science Applications
  • Information Systems

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