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Future Internet
Special Issues
Human-Computer Interaction Theory and Applications
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Human-Computer Interaction Theory and Applications

A special issue of Future Internet (ISSN 1999-5903). This special issue belongs to the section "Smart System Infrastructure and Applications".

Deadline for manuscript submissions: closed (30 June 2022) | Viewed by 7050

Special Issue Editor

Dr. Janusz Sobecki

E-Mail Website
Guest Editor
Department of Computer Systems and Systems Engineering, Wroclaw University of Science and Technology, Wrocław, Poland
Interests: HCI; recommender systems; eye tracking; UX; usability methods development

Special Issue Information

Dear Colleagues,

Human-Computer Interaction (HCI) as a field of study has been known over thirty years. Despite this, and considering the development of different computer, mobile, and virtual systems there is a great need for steady development in the HCI theory and practice. The aim of this Special Issue is to publish papers covering a potentially broad spectrum of the design, implementation, application, analysis, and evaluation of interactive systems. The scope of the Special Issue covers the following specific subject areas (but is not limited to them):

  • Interaction styles development
  • Theory of human-computer communication
  • User interface adaptation
  • Web and mobile systems
  • Natural and virtual user interfaces
  • Usability and User Experience methods development
  • Eye tracing application
  • Future development of HCI

Dr. Janusz Sobecki
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Future Internet is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1600 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Keywords

  • Human Computer Interaction
  • Interaction styles
  • Interface adaptation
  • Usability
  • User Experience
  • Natural User Interfaces
  • Virtual Environments.

Published Papers (1 paper)

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Research

18 pages, 3307 KiB  
Article
The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study
by Serhat Peker, Gonca Gokce Menekse Dalveren and Yavuz İnal
Future Internet 2021, 13(1), 18; https://doi.org/10.3390/fi13010018 - 15 Jan 2021
Cited by 7 | Viewed by 6116
Abstract
The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants [...] Read more.
The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, in which the participants were presented with eight types of online banner ads comprising three content elements—namely brand, discount rate and image—while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement. Full article
(This article belongs to the Special Issue Human-Computer Interaction Theory and Applications)
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