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 | Unstandardized | Standardized | Bootstrap 90% | |
|---|---|---|---|---|
| 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) |
| 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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