The results showthat task complexity
can moderate the effect of website complexity on users' visual attention and behavior. Specifically, when
users conducted a simple task, fixation count and task completion time were at the highest level on the website
with high complexity, while fixation durationwas not significantly different on the websiteswith different complexity.
However, when users conducted a complex task on awebsite with mediumcomplexity, task completion
time, fixation count, and fixation durationwere all at their highest level. The load theory of attentionwas used to
provide the explanation for the results. The findings provide guidelines for website managers and designers to
maximize users' visual attention.