Keyword advertising is not what you think: Clicking and eye movement behaviors on keyword advertising

Shao Kang Lo*, Ai Yun Hsieh, Yu Ping Chiu

*此作品的通信作者

研究成果: 雜誌貢獻期刊論文同行評審

13 引文 斯高帕斯(Scopus)

摘要

This study examined the behavior of online searchers in relation to keyword advertising according to the theory of advertising avoidance. A total of 451 volunteers were recruited for an experiment. A computer program and an eye-tracking device were used to measure the number of clicks and eye movements. The findings show that the number of clicks for to obtain organic search results is higher than that for keyword advertising. There is no difference in observation count between the area of keyword advertising placed above the organic search results and the area of the organic search results themselves. However, observation counts for the organic search results and keyword advertising placed above the organic search results are higher than for the keyword advertising placed at the right-hand side of the page. Searchers seem to spend the longest observation time on the organic search results, then on the keyword advertising placed above the organic search results, and finally on the keyword advertising placed at the right-hand side of the page.

原文英語
頁(從 - 到)221-228
頁數8
期刊Electronic Commerce Research and Applications
13
發行號4
DOIs
出版狀態已發佈 - 2014
對外發佈

ASJC Scopus subject areas

  • 電腦科學應用
  • 電腦網路與通信
  • 行銷
  • 技術與創新管理

指紋

深入研究「Keyword advertising is not what you think: Clicking and eye movement behaviors on keyword advertising」主題。共同形成了獨特的指紋。

引用此