| Summary: | 博士 === 國立交通大學 === 資訊科學與工程研究所 === 107 === Evaluating video advertising has turn out to be essential in marketing, how to evaluate the effect of a video ad before putting into market has become a critical issue in research and practice. Yet, there exists very little understanding of how to measure the effect of video ad elements on consumers’ psychology. Eye tracking technology provides an implicit and continuous form of feedback to explore the consumers’ psychology. Eye tracking can not only provide feedback on the ad’s success in attracting users’ attention, but it can also provide further information about the effect of the ad on users’ psychology. This research work uses eye-motion tracking to detect the success of video advertisement and provide in-depth feedback on video ad’s effect on user’s psychology. In this study, we first developed an eye-motion analysis system, named VEYE Basic, in order to support the eye movement analysis of dynamic content on video advertising. After that, an advanced version called VEYE Pro has been developed in order to provide more analytical functions. This does not only make it convenient for our study to collect and analyze eye movement in response to dynamic objects on video advertisements, but it also facilitates the eye movement research for other researchers. The system allows defining the dynamic areas of interest (AOI), and combining them with eye movement data. Statistical charts and detail fixation information of dynamic AOI has been provided, as well as various visualization modes. Then in a sample of 61 participants, each stimulated by six video ads, we examines the relationship between eye movement on dynamic stimulus (ad elements) within video advertising and the traditional advertising effectiveness of high-order. Then, logistic regression was conducted to predict ad effectiveness, including ad recall (REA), attitude toward ad and brand (ATA and ATB), and purchase intention (PI), with regard to element-related eye movement behaviors. Three key advertising elements (product, brand and endorser) were tracked, each presented by three eye movement behaviors including transformed total fixation time (TFT), transformed total fixation number (TFN), and average gaze duration (AGD).
Experimental results has proving the followings: firstly, VEYE helps provide rich information about whether and how dynamic ad elements predict high-order advertising effectiveness effectively. Secondly, the eye movement of product, brand and endorser are related to attitude toward ad and purchase intention, only the eye movement of brand and endorser are related to attitude toward brand, and only the eye movement of product and brand are related to recall. Finally, for all ad outcomes, consistently, eye movements on product elements and endorser elements tend to positively relate to the effectiveness of the ad, while eye movements on brand elements like brand name and logo tend to negatively related to ad’s effectiveness.
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