Exploring the variations in browsing and dwell time behaviours in web pages among users with different levels of attention

Although cognitive metrics like attention significantly influence user interaction with digital environments, their role in web search behaviour remains underexplored. This study employs a multidimensional attention framework to investigate the relationship between attention levels and browsing/dwell time behaviours on web pages, a subject underrepresented in previous research. Using a dataset of 50 graduate students from Shiraz University and metrics derived from the Stroop Color and Word Test (SCWT), Wisconsin Cards Sorting Test (WCST), and Continuous Performance Test (CPT), this research examines selective, alternating, and sustained attention. Participants were clustered into attention levels via k-means, and their web search activities were analysed using ANOVA. The results of the present study indicated that users with higher levels of alternating attention clicked significantly more often while searching the web. Additionally, users with greater selective attention spent less time before clicking on the first result, performed fewer scrolls, and had a longer dwell time before saving their first selection. Furthermore, the study revealed that users with moderate sustained attention exhibited less dwell time on the search engine results pages (SERPs). This research contributes to the existing literature by providing a nuanced understanding of how different aspects of attention influence web browsing behaviours. It highlights the need for web developers and marketers to consider cognitive processes in their designs, ultimately leading to more effective and user-friendly digital interfaces. The insights gained from this study are invaluable for enhancing information retrieval systems and improving overall user satisfaction in online environments.