Using eye-tracking to measure the influence of banner ads' browsing behavior and attitude on host websites

Yu Ping Chiu, Shu Chen Chang

研究成果: 雜誌貢獻期刊論文同行評審

6 引文 斯高帕斯(Scopus)

摘要

This study used spillover effects and reversal theory to examine the influence of banner advertising on the attitude of the host website. A total of 146 volunteers were recruited for an experiment. A computer program and an eye-tracking device were used to record and analyze participants' eye movements, and a psychological scale was used to measure the participants' attitudes. The results showed that the negative attitudes generated by banner advertising do spill over to the host websites, which in turn negatively affects the website. When viewers have negative attitudes toward the host websites, their fixation time and revisit intention of the websites will be significantly reduced. These findings encourage advertisers to plan advertising strategies and provide valuable implications for banner advertising and websites.

原文英語
頁(從 - 到)35-54
頁數20
期刊Contemporary Management Research
16
發行號1
DOIs
出版狀態已發佈 - 2020
對外發佈

ASJC Scopus subject areas

  • 管理資訊系統
  • 經濟學與計量經濟學
  • 策略與管理
  • 行銷
  • 管理、監督、政策法律
  • 技術與創新管理

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