Web　pages　are　the　main　interface　of　human-computer　interaction　on　the　Internet.　Although　several　factors　of　successful　Web　page　design　have　been　studied,　few　researches　considered　the　utility　and　effectiveness　of　emotion　and　rationality　in　Web　information　for　e-Commerce.　This　study　conducted　an　eye-tracking　experiment　to　address　how　emotional　and　rational　appeals　mediate　the　users＇　Web　commercial　information　perceiving,　as　reflected　by　their　own　eye　movements.　The　major　finding　is　that　the　mean　fixation　duration　for　participants　to　obtain　information　appealed　in　emotional　strategy　is　significant　shorter　than　those　appealed　in　rational　strategy.　The　result　may　indicate　that　Web　commercial　information　in　rational　strategy　is　more　difficult　to　be　extracted,　and　therefore　suffers　from　more　cognitive　processes.　©　2011　Springer-Verlag.