Abstract
Abstract The purpose of this study is to explore the effects of Pop-up window presentation ou users’cognitive load and preference while browsing the web page. “Browsing” and “searching” the web page is the most frequently action on the internet for user based on the investigation report. Pop-up window on the web page could not only provide more related information but catch the users’ attention most easily. However, pop-up window in the web page may interfere with the action of web browsing. Is it possible that user receive the information inside the pop-up window simultaneously when browsing the web page? Unfortunately, there is still not a clear discussion in reference review. The research methodology could be divided into theree stages. First stage was the generalization of current pop-up window presentation. Second stage was pre-test and 16 subjects were recruited to decide the formal experiment factors: Two kinds of “browsing goals”, three kinds of “information type inside the pop-up window” and two kinds of “pop-up place”. Third stage was the formal experiment stage and 48 recruited subjects were randomly assigned in each “browsing goal”group. All of particapants were read six different web pages then wrote the questionnaire. The two dependent factors were“preference”and “cognitive load”. “Preference”was composed of subjective rating scale and objective memory test. “Cognitive load” was determined by subjective cognitive load rating scale and objective task performance. The results showed that subjects who searching information actively (in task group) prefered the “text” or “text with graphic”type inside the pop-up window which was appeared above the web content. But the subjects who facing the information with no purpose (in no task group) tend to the “text with animation”type inside the pop-up window which was appeared beside the web content. As the whole, the“text with graphic” type would be better for users’ memory and “text with animation”attracted user more easily. The result of this study could be helpful for the web page designer and hope to not only decrease workload while browsing the web page but also increase preference of the user.