Purpose

This study aims to understand how college students' personal and health-related characteristics are related to their reading behaviors and cognitive outcomes of Facebook health information through eye tracking data and cognitive outcomes.

Design/methodology/approach

This study analyzed users' gaze movement data and results of recall and recognition tests to investigate users' reading patterns and their consequences with cognitive outcomes. The gaze movements are analyzed with eye tracking data including the average fixation count and time to first fixation.

Findings

The results of reading patterns show that Texts and Images are highly viewed and viewed immediately by participants when the posts were presented. There was no clear pattern with fixation counts to determine cognitive outcomes. However, the findings of study suggest that there is a clear pattern of reading Facebook posts with areas of interest (AOIs). Among five AOIs observed, participants viewed Images first and then Texts when a Facebook post is presented. On the other hand, they read Texts more carefully than Images. The findings of this study suggest that while images contribute to gaining users' attention, a clear and precise message needs to be delivered in text message to ensure readers' correct understanding and application of health information.

Originality/value

The user-centered evidence on reading behaviors and cognitive outcomes will make contributions to how health professionals and health organizations can make optimal use of Facebook for effective health information communication.

Peer review

The peer-review history for this article is available at: https://publons.com/publon/10.1108/OIR-05-2020-0177

中文翻译：

---

Facebook健康信息阅读行为及认知结果调查

目的

本研究旨在通过眼动追踪数据和认知结果，了解大学生的个人和健康相关特征与他们对 Facebook 健康信息的阅读行为和认知结果之间的关系。

设计/方法/方法

本研究分析了用户的注视运动数据以及回忆和识别测试的结果，以调查用户的阅读模式及其对认知结果的影响。使用眼球追踪数据分析凝视运动，包括平均注视计数和首次注视时间。

发现

阅读模式的结果表明，文本和图像在帖子出现时被参与者高度浏览并立即查看。没有明确的模式可以用注视计数来确定认知结果。然而，研究结果表明，阅读带有兴趣领域 (AOI) 的 Facebook 帖子存在明显的模式。在观察到的五个 AOI 中，参与者首先查看图像，然后在呈现 Facebook 帖子时查看文本。另一方面，他们比图像更仔细地阅读文本。这项研究的结果表明，虽然图像有助于吸引用户的注意力，但需要通过文本消息传递清晰准确的信息，以确保读者正确理解和应用健康信息。

原创性/价值

关于阅读行为和认知结果的以用户为中心的证据将有助于卫生专业人员和卫生组织如何最佳地利用 Facebook 进行有效的健康信息交流。

同行评审

本文的同行评审历史可从以下网址获得：https://publons.com/publon/10.1108/OIR-05-2020-0177