| 摘要: | 本研究企圖以廣告圖片（有vs.無）和文章（難vs.易）的實驗操弄，觀察讀者在充分閱讀情境下，落在文字與圖片上的視線軌跡是否有顯著差異，從這些差異的變化 關係推論其可能成因，並歸納其廣告圖片對閱讀文章的影響。結果顯示，在充分閱讀情況下，廣告圖片（有vs.無），的確會影響閱讀過程，使我們的閱讀受到干擾，其中，發現網路重度使用者在有廣告圖片的情況下，在閱讀過程中容易受到干擾，反之，網路輕度使用者，閱讀過程中不易受到干擾。
Both image (to be vs. not to be ) and text(difficult vs. easy) are key components for any media type, especially for internet. This study manipulated to have or not to have image layout between the same text to investigate the changes of the oculomotor characteristics, such as average fixation time and total fixation numbers. Results showed that there were difference between have image and not have image under intensive reading condition. Especially, there were more fixation numbers on heavy internet user than shallow internet user. Furthermore, there were more average fixation time on heavy internet user than shallow internet user. |