User's Viewing Habits in Relation to Importance Factors for Search Results
In a recent lab-based experiment, researchers investigated the relationship between multiple criteria used in information relevance judgments and eye fixation behavior on search engine results pages (SERPs). The study, published in [1], found that both specific information source and topicality significantly impact relevance judgments and eye fixation behavior on SERPs.
The experiment revealed that source credibility influences judgments of relevance by providing trust signals that affect user confidence in the information. People preferentially fixate on search results from well-known, authoritative sources, reflecting an initial trust bias and deeper engagement with these results.
On the other hand, topicality, or how well the content matches user intent and query specifics, is a key driver of judged relevance. Results that better satisfy the topical information need attract more focused visual attention, as users scan for content that precisely addresses their question.
Eye-tracking studies support that these factors combine to guide users’ visual search patterns: credible sources and topically relevant snippets receive longer fixations and more frequent revisits, indicating cognitive effort and engagement with potentially useful information.
Interestingly, the study did not find any significant differences in pupil dilation on results based on 'topicality' or 'specific source'. However, pupils dilated significantly on the top-ranked result on most SERP pages, suggesting a strong preference for the highest-ranked results.
The study's findings add to the understanding of how users evaluate the relevance of search results based on factors such as 'topicality' and 'specific source'. Newly, the study showed that 'specific source' and 'topicality' were the two most often used criteria for relevance judgments. Initially, 'specific source' was the most often used criteria, but it was surpassed by 'topicality' on subsequent SERPs and on lower result ranks.
The study's results suggest that the criteria used for relevance judgments may change depending on the position of the search result on the page. Data from RTA was coded with criteria used by participants in judging search results as relevant.
On the first SERPs, fixation duration was significantly longer on results judged on 'topicality' compared to 'specific source'. On subsequent SERPs, this trend reversed, with 'specific source' receiving more attention. The study's findings regarding the effect of result rank on search engine result pages (SERPs) align with previous research.
In sum, in lab environments simulating search tasks, specific source identity and topical relevance jointly shape both subjective relevance judgments and objective eye movement behaviors, confirming their integral role in information evaluation and interaction with search engine results.
[1] [Citation goes here]
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