The World Wide Web plays a central role in many aspects of our modern life. In particular, using search engines to access information about products and services has become an integral part of our day-to-day activities. In this study we look at users’ viewing behavior on search engine results pages (SERPs) through the lens of competition for attention theory. While this theory has been used for examining consumer behavior on e-commerce websites, little work has been done to test this theory for viewing behavior on SERPs. We use eye tracking data to analyze viewing behavior. The results show that viewing behavior can have an impact on a user experience and effective search, providing theoretical direction for studying the viewing behavior of SERPs.
Available at: http://works.bepress.com/soussan_djamasbi/24/