USERS TOLERANCE AND EXPERIENCE TOWARDS ONLINE ADVERTSING: AN EYE-TRACKING STUDY
This study used eye-tracking technology to investigate consumers behavioral responses toward four different streaming media advertising.Totally, 32 undergraduate and postgraduate students participated in this study, and their eyemovement data was collected when they asked to interact with four Chinese web portals (freely surfing and information searching scenarios were used in this study) loading with four different types of streaming media advertisements.With using Binary Logistic and Chi-Square tests, the impact of ads formations or features (i.e., forms and display or present time) were analyzed.The results indicated that: 1) a middle tolerance display time reported by audience is between 5 and 10 seconds;2) the type of ordinary floating layer advertising and tear page advertising capture more attention than iTouch and hurdles advertising;3) more participants tended to avoid streaming media advertising.The findings and possible future research work were discussed.
Streaming Media Advertising Eye Tracking Binary Logistic Chi-Square Test
Zhilian Liu Feng Wu Ronggang Zhou Siqing Shan
School of Economics and Management, Beihang University, Beijing 100191, China
国际会议
The 11th International Conference on Industrial Management(第十一届工业管理国际会议)
日本
英文
103-108
2012-08-29（万方平台首次上网日期，不代表论文的发表时间）