Table 2. Mediation role of visual...

Table 2.

Mediation role of visual attention (FC and DT metrics) in the effect of banner position on recall test results: direct and indirect effects; 90% confidence intervals for indirect standardized effects

Paths	Unstandardized coefficients (± s.e.)	p	Standardized coefficients (β)	Bootstrap 90% confidence interval for β
Mediation through FC
Direct effects
TL vs TR → FC	−5.17 (±5.10)	0.317	−0.39	–
BR vs TR → FC	−13.17 (±5.10)	0.013	−1.00	–
BL vs TR → FC	−10.42 (±5.10)	0.047	−0.79	–
FC → Recall	0.02 (±0.01)	0.043	0.30	–
TL vs TR → Recall	−0.77 (±0.32)	0.019	−0.91	–
BR vs TR → Recall	−0.25 (±0.34)	0.472	0.29	–
BL vs TR → Recall	−0.67 (±0.33)	0.047	−0.79	–
Indirect effects
TL vs TR → FC→ Recall	−0.10 (±0.12)	–	−0.12	(−0.37; 0.99)
BR vs TR → FC→ Recall	−0.26 (±0.14)	–	−0.30	(−0.59; −0.05)
BL vs TR → FC→ Recall	−0.20 (±0.15)	–	−0.24	(−0.56; −0.01)
Mediation through DT
Direct effects
TL vs TR → DT	−1639 (±1699)	0.340	−0.37
BR vs TR → DT	−4676 (±1699)	0.009	−1.05
BL vs TR → DT	−4009 (±1699)	0.023	−0.90
DT → Recall	<0.00 (±<0.00)	0.094	0.24
TL vs TR → Recall	−0.80 (±0.32)	0.018	−0.94
BR vs TR → Recall	−0.29 (±0.35)	0.415	0.33
BL vs TR → Recall	−0.69 (±0.34)	0.048	−0.24
Indirect effects
TL vs TR → DT → Recall	−0.08 (±0.11)	–	−0.09	(−0.32; 0.10)
BR vs TR → DT → Recall	−0.21 (±0.14)	–	−0.25	(−0.53; −0.01)
BL vs TR → DT → Recall	−0.18 (±0.13)	–	−0.22	(−0.51; −0.01)

Paths	Unstandardizedcoefficients (± s.e.)	p	Standardizedcoefficients (β)	Bootstrap 90%confidenceinterval for β
Mediation through FC
Direct effects
TL vs TR → FC	−5.17 (±5.10)	0.317	−0.39	–
BR vs TR → FC	−13.17 (±5.10)	0.013	−1.00	–
BL vs TR → FC	−10.42 (±5.10)	0.047	−0.79	–
FC → Recall	0.02 (±0.01)	0.043	0.30	–
TL vs TR → Recall	−0.77 (±0.32)	0.019	−0.91	–
BR vs TR → Recall	−0.25 (±0.34)	0.472	0.29	–
BL vs TR → Recall	−0.67 (±0.33)	0.047	−0.79	–
Indirect effects
TL vs TR → FC→ Recall	−0.10 (±0.12)	–	−0.12	(−0.37; 0.99)
BR vs TR → FC→ Recall	−0.26 (±0.14)	–	−0.30	(−0.59; −0.05)
BL vs TR → FC→ Recall	−0.20 (±0.15)	–	−0.24	(−0.56; −0.01)
Mediation through DT
Direct effects
TL vs TR → DT	−1639 (±1699)	0.340	−0.37
BR vs TR → DT	−4676 (±1699)	0.009	−1.05
BL vs TR → DT	−4009 (±1699)	0.023	−0.90
DT → Recall	<0.00 (±<0.00)	0.094	0.24
TL vs TR → Recall	−0.80 (±0.32)	0.018	−0.94
BR vs TR → Recall	−0.29 (±0.35)	0.415	0.33
BL vs TR → Recall	−0.69 (±0.34)	0.048	−0.24
Indirect effects
TL vs TR → DT → Recall	−0.08 (±0.11)	–	−0.09	(−0.32; 0.10)
BR vs TR → DT → Recall	−0.21 (±0.14)	–	−0.25	(−0.53; −0.01)
BL vs TR → DT → Recall	−0.18 (±0.13)	–	−0.22	(−0.51; −0.01)

Notes:

Confidence intervals not containing 0 indicate non-null indirect effects (90% confidence level); banner position on the webpage is described through three dummy variables, representing the contrast between each position (TL – top-left; BR – bottom-right; BL – bottom-left) with the reference position (TR – top-right); eye-tracking metrics: FC – fixation count; DL – dwell time

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