A Study to Investigate the Effect of Eye Fixation on Interent Advertisement Display Forms among Different Product Involvement Customers

• Main Authors: Chung-Shueh Tsai, 蔡承學
• Other Authors: Yuh-Chang Wei
• Format: Others
• Language: zh-TW
• Published: 2011
• Online Access: http://ndltd.ncl.edu.tw/handle/41144824016603092290

碩士 === 中國文化大學 === 資訊傳播學系 === 99 === With the development of technology, various and diverse studies pertain to internet advertisements have been growing. This study utilized eye-tracking device to examine the impacts on visual effectiveness of advertisements in terms of customer’s involvement with products, the contents of web pages, advertisements’ position, and types of advertisements. The results showed that different presenting methods will influence the visual effectiveness of internet advertisements in customers with high involvement with the product; but the content of the web pages and product involvement have no significant impacts on the effectiveness of the advertisements. However, the relationship of the web-page contents and the product will impact the advertisement effectiveness in customers with lower product involvement. The findings of this study can serve as references for enterprises when advertising their