| Summary: | 碩士 === 國立新竹教育大學 === 體育學系體育碩士學位在職進修專班 === 103 === Purpose: To investigate the relationship between home plate screen, the position of stadium advertisements, frequency, time, durations and memories of visual gaze and recognition effect during baseball competitions. Method: There were 63 participants, using SMI Remote Eye Tracking Device eye tracker (frequency setting 250HZ). These trails were analyzed gaze frequency and time based on watching the CPBL broadcast for five minutes of eye tracking information in different ad blocks. Using One-way ANOVA to analyze the gaze times and frequency comparing with home plate screen and the position of stadium advertisements and using Descriptive statistics to analyze ad recall and recognition effect. Result: The closer to the pitcher and the hitter, the more times and frequency were gazed at the ad blocks. Furthermore, compare the ad blocks showing closer to the player with other ad blocks, there are significant differences in gaze time and gaze frequency. In addition, the results of the ad position showing on the left side of baseball broadcast screen get higher memories and recognition effect than on the right side.
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