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https://irlib.pccu.edu.tw/handle/987654321/36124
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| 題名: | How colour similarity can make banner advertising effective: insights from Gestalt theory |
| 作者: | Chiu, YP (Chiu, Yu-Ping)
Lo, SK (Lo, Shao-Kang)
Hsieh, AY (Hsieh, Ai-Yun) |
| 貢獻者: | 國貿系 |
| 關鍵詞: | Gestalt theory
colour similarity
scanning behaviour
fixation time
banner advertising
attitude |
| 日期: | 2017-06 |
| 上傳時間: | 2017-06-08 09:11:16 (UTC+8) |
| 摘要: | This study used Gestalt theory to examine the effects of colour similarity on blurring the boundary between banner advertising and web page content, as well as how colour similarity can elicit unconscious scanning behaviour and improve attitudes towards brands advertised using banner advertising at the pre-attention stage. An eye tracking device was used to record and analyse participants' eye movement, and a psychological scale was used to measure the participants' brand attitudes. The results suggested that using banner advertisements with background colours similar to those of the web page content increases the fixation time and fixation count. In addition, the results revealed that a longer fixation time and a higher fixation count increase positive attitudes towards a brand advertised in a banner advertisement. The results clarify the relationship between unconscious exposure and brand attitudes and provide physiological information relevant to e-commerce. |
| 關聯: | BEHAVIOUR & INFORMATION TECHNOLOGY 卷: 36 期: 6 頁碼: 606-619 |
| 顯示於類別: | [國際貿易學系所] 期刊論文
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