標題: An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and Effectiveness
作者: Zhang, Xuebai
Yuan, Shyan-Ming
資訊工程學系
Department of Computer Science
關鍵字: Eye tracking;video advertising;dynamic AOI;ad elements;advertising effectiveness
公開日期: 1-Jan-2018
摘要: This paper aims to assess which ad element-related eye movement behaviors could predict the traditional advertising effectiveness of high-order for video advertising. The data were obtained from 61 participants, each stimulated by six video ads, via an eye tracking method and questionnaires. A logistic regression was conducted to predict high and low ad effectiveness with regard to element-related eye indicators. Three core constructs of high-order advertising effectiveness commonly used in research address the memory (ad recall), affect (attitude toward ad and attitude toward brand) and desirability (purchase intention) of consumers. Three key advertising elements (product, brand, and endorser) were tracked, presented by three eye movement indicators (transformed fixation time (ITT), transformed fixation number (TFN), and average gaze duration (AGD)). The findings indicated that three items are related to attitude toward ad (product-related AGD, brand-related AGD and endorser-related TFT), attitude toward brand (brand-related TFN and AGD, endorser-related ITT), and purchase intention (product-related AGD, brand-related TFN and endorser-related TFN). However, only two items of them are related to recall (product-related AGD and brand-related TFN). Furthermore, for all ad outcomes, consistently, eye movements on product elements and endorser elements tend to positively related to ad effectiveness, while eye movements on brand elements tent to negatively.
URI: http://dx.doi.org/10.1109/ACCESS.2018.2802206
http://hdl.handle.net/11536/144716
ISSN: 2169-3536
DOI: 10.1109/ACCESS.2018.2802206
期刊: IEEE ACCESS
Volume: 6
起始頁: 10699
結束頁: 10707
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