文化大學機構典藏 CCUR:Item 987654321/41847
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    jsp.display-item.identifier=請使用永久網址來引用或連結此文件: https://irlib.pccu.edu.tw/handle/987654321/41847


    题名: Effects of banner Ad shape and the schema creating process on consumer internet browsing behavior
    作者: Liu, CW (Liu, Chih-Wei)
    Lo, SK (Lo, Shao-Kang)
    Hsieh, AY (Hsieh, Ai-Yun)
    Hwang, Y (Hwang, Yujong)
    贡献者: 國際貿易學系所
    关键词: ADVERTISING AVOIDANCE
    ANIMATION SPEED
    MODERATING ROLE
    BRAND MEMORY
    PRODUCT
    ADVERTISEMENTS
    INVOLVEMENT
    CONGRUENCE
    ATTITUDES
    EXPOSURE
    日期: 2018-09
    上传时间: 2019-01-16 16:11:01 (UTC+8)
    摘要: In online environment, Internet users usually ignore the rectangular advertising block around the site because they have created advertising schema and have internalized that the information in rectangular blocks are advertising messages. Thus, to increase users' arousal and attention toward banner ads, we propose that changing the shape of banner ads produces schema-inconsistent and can break up existing schemata. In a laboratory experiment, participants' eye movements are tracked while they browse a website where the shapes of banner ads and the amount of exposure to them is manipulated. The results reveal that a banner shape that is incongruent with consumers' existing schema generates more browsing behavior than when the shape is congruent. However, after additional exposure to the new shape, browsing behavior is significantly decreased compared with the first exposure. This is the first study to offer evidence for the process of creating a new advertising schema by measuring participants' physiological behavior, and the findings have substantial implications for how advertising providers can attract Internet users' attention to banner ads. (C) 2018 Elsevier Ltd. All rights reserved.
    關聯: Computers in Human Behavior卷 86, 頁 9 - 17 September 2018
    显示于类别:[國際貿易學系所] 期刊論文

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