Eye-scan patterns of Chinese when searching full screen menus

With the rapid globalization of Information Technology, it is important not only to evaluate performance, but also to understand the underlying causes of performance differences among populations when using computer interfaces. In this study, the search strategy of three different groups of users (Mainland Chinese, Hong Kong Chinese and Nonnative Chinese readers) was assessed. A full screen search task was used to understand the search strategies and their relationship to cultural and linguistic aspects. The stimulus materials were high or low complexity Chinese words having one of three layouts: Row, Column or Uniform separation. The search patterns were recorded using an eye tracking system. To categorize these patterns, a new measure called HV-ratio was developed. Analysis of variance on HV-ratio showed that the search patterns between Hong Kong Chinese and Mainland Chinese are significantly different. The HK Chinese used predominantly horizontal search patterns in all three layouts. In contrast, Mainland Chinese changed their search pattern depending on the screen layout. HK Chinese used a more systematic horizontal search pattern. These strategies explain the overall performance findings in relation to search time.