Using the eye-tracker to investigate the effect of advertising attractive from News articles
碩士 === 東吳大學 === 資訊管理學系 === 107 === With the ever-changing nature of technology, more and more people read News through News websites on the Internet, not in the newspapers and magazines. Because of the high rate of clicks on News website, advertising on News websites has become very popular. The pur...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2019
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| Online Access: | http://ndltd.ncl.edu.tw/handle/8unhrb |
| Summary: | 碩士 === 東吳大學 === 資訊管理學系 === 107 === With the ever-changing nature of technology, more and more people read News through News websites on the Internet, not in the newspapers and magazines. Because of the high rate of clicks on News website, advertising on News websites has become very popular. The purpose of this study was using eye tracking and questionnaires to investigate the impact of News article types on the attractiveness of advertising. The results of the study were that the advertisement of experience products (travel) on social News pages was more attractive than that of search products (watches).Advertising on search products (watches) on financial News pages was more attractive than experience products (travel). It was discovered that the placement of rational search products (watches) on financial News pages was more attractive than emotional search products (watches). The study findings may serve as reference for advertisers on advertising.
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