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Effect of visual fluency and cognitive fluency on the access rates of web pages

Access rates are a key indicator that reflects the popularity of web pages. High access rates are extremely important for web pages, especially for news web pages, online shopping sites, and search engines. We analyzed the influences of visual fluency and cognitive fluency on the access rates of Chinese web pages. First, we conducted an experiment of scoring the web pages. Twenty-five subjects were invited to view the 50 of top 100 web pages in China, and they were asked to provide a score on a five-point Likert scale from four aspects, including complexity, comfortability, familiarity, and usability. Second, we analyzed the obtained results through correlation analysis and factor analysis in R. Moreover, we analyzed the contributions of visual fluency and cognitive fluency to the access rates using factor analysis. Results showed that both visual fluency and cognitive fluency affect the access rate of web pages. Compared to cognitive fluency, visual fluency plays a more important role in the user access of web pages.