Investigating the Differences in Web Browsing Behaviour of Chinese and European Users Using Mouse Tracking.

The World Wide Web has become a ubiquitous information source and communication channel. With such an extensive user population, it is imperative to understand how users view Web pages. Studies of Web browsing behaviour aimed at different cultures have previously been carried out using methodologies such as questionnaires, observation and expensive eye-tracking. Mouse-tracking however, has not been previously widely applied to studies of Web browsing behaviour. This paper presents an exploratory study in which Web browsing behaviour was investigated with a help of a remote proxy mouse tracker. Furthermore, this paper compares the browsing behaviour of European users with Chinese users. This comparative study tries to explore whether or not there exists any differences in expected menu positions between Chinese and European users using mouse tracking methodology. [ABSTRACT FROM AUTHOR]