Cursor momentum for fascination measurement  

作　　者：Yu HONG Kai WANG Weiyi GE Yingying QIU Guodong ZHOU 

机构地区：[1]College of Computer Scienee and Technology, Soochow University, Suzhou 215006, China [2]Science and Technology on Information Systems Engineering Laboratory, Nanjing 210007, China

出　　处：《Frontiers of Computer Science》2019年第2期396-412,共17页中国计算机科学前沿（英文版）

基　　金：the National Natural Science Foundation of China (Grant Nos. 61672368, 61373097, and 61672367);the Research Foundation of the Ministry of Education and China Mobile (MCM20150602);the Science and Technology Plan of Jiangsu (BK20151222).

摘　　要：We present a very different cause of search engine user behaviors ——fascination. It is generally identified as the initial effect of a product attribute on users' interest and purchase intentions. Considering the fact that in most cases the cursor is driven directly by a hand to move via a mouse (or touchpad), we use the cursor movement as the critical feature to analyze the personal reaction against the fascinating search results. This paper provides a deep insight into the goal-directed cursor movement that occurs within a remarkably short period of time (<30 milliseconds), which is the interval between a user's click-through and decision-making behaviors. Instead of the fundamentals, we focus on revealing the characteristics of the split-second cursor movement. Our empirical findings showed that a user may push or pull the mouse with a slightly greater strength when fascinated by a search result. As a result, the cursor slides toward the search result with an increased momentum. We model the momentum through a combination of translational and angular kinetic energy calculations. Based on Fitts' law, we implement goal-directed cursor movement identification. Supported by the momentum, together with other physical features, we built different fascination-based search result reranking systems. Our experiments showed that goal-directed cursor momentum is an effective feature in detecting fascination. In particular, they show feasibility in both the personalized and cross-media cases. In addition, we detail the advantages and disadvantages of both click-through rate and cursor momentum for re-ranking search results.

关 键 词：fascination MEASUREMENT USER-ORIENTED SEARCH user behavior goal-directed CURSOR movement SEARCH result RE-RANKING 

分 类 号：TP[自动化与计算机技术]