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Effects of the presentation characteristics of dual dynamic information text on comprehension using an LCD monitor

Abstract— This study investigated the effects of the presentation method, presentation rate, type of flickering character presented in a dynamic headline, and spacing between the headline and the display window on reading moving Chinese text in a single‐line display. Eighty‐three subjects aged 14–18 years of age completed 27 experimental treatments consisting of three presentation methods (i.e., leading format, rapid serial visual presentation (RSVP), with full display window, and RSVP with clause), three presentation rates (80, 155, and 230 cpm), and three types of flickering characters (twinkling, rotating, and shrinking) presented in a headline. The spacing between the headline and the display window (0.4 vs. 0.7 vs. 1.0 cm) served as the between‐subjects factor. Results showed that comprehension accuracy was lower for dynamic text presented in the leading format than for that presented in the RSVP format with a full display window or with clause. Comprehension accuracy was also lower in response to a presentation rate of 230 cpm than to a presentation rate of 80 cpm. Analyses indicated that the spacing between the headline and the display window significantly affected comprehension accuracy; the rate of accurate responses was greater with a spacing of 1.0 cm than with a spacing of 0.4 cm. However, the type of flickering characters did not significantly affect comprehension accuracy. Implications of these results for designing dynamically presented Chinese text on a Web site are discussed.