| Summary: | 碩士 === 國立高雄應用科技大學 === 資訊管理研究所碩士班 === 105 === The rapid popularity of smartphones has led to the rise of the Internet market; thus, topics such as the effects of online advertising have become increasingly crucial. It is known that viewers exhibit different levels of attention toward such advertisements based on the type of webpage they are browsing (e.g., viewers typically focus their attention on the text when browsing text or video pages, and may overlook advertisements). Therefore, this study focused on the impacts that the four common types of webpages (i.e., text, picture, picture–text , and video) have on users’ attention and memory regarding the advertisements they observed while browsing the Internet on a smartphone. This study also explored whether product involvement had a moderating effect on the relationship between certain types of webpages and the viewers’ attention to the advertisements shown within.
A laboratory experiment method was conducted, wherein a mobile phone tourism-focused website was constructed for testing. The website consisted of eight webpages, each of which contained a banner advertisement that displayed fictitious brand products. Users were directed to browse the website and then were requested to complete a questionnaire that measured their ad recall.
Total 69 participants participate in the study. The questionnaire is applied for measuring the ad recall, and eye-tracking is conducted for measuring visual attention. The results indicated that (1) webpage type can influence viewers’ attention toward web banners, and the influence is, from high to low, as follows: picture–text > video > picture > text. This finding partially supports Hypothesis I of this study; (2) viewers more clearly remember a web banner if they pay more attention to it. This discovery supports Hypothesis II of this study; and (3) regardless of the degree of product involvement, webpage type always influences viewers’ attention toward web banners, which rejects Hypothesis III of this study. However, product involvement has direct influence on the visual attention toward web banner.
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