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https://irlib.pccu.edu.tw/handle/987654321/48775
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| 題名: | Do not allow pop-up ads to appear too early internet users' browsing behaviour to pop-up ads |
| 作者: | Hsieh, AY (Hsieh, Ai-Yun)
Lo, SK (Lo, Shao-Kang)
Chiu, YP (Chiu, Yu-Ping)
Lie, T (Lie, Ting) |
| 貢獻者: | 國貿系 |
| 關鍵詞: | Pop-up advertising
pop-up timing
advertising intrusiveness
advertising avoidance
eye tracking |
| 日期: | 2021 |
| 上傳時間: | 2020-11-03 15:12:16 (UTC+8) |
| 摘要: | This study examines the timing of pop-up advertising appearance and its effect on perceived intrusiveness, advertising irritation and advertising avoidance. Experiment was designed to build a virtual Internet environment (including the main content on the webpage and a pop-up ad) and to manipulate the timing of the pop-up advertising appearance. Participants were invited to participate in two experiments, and then assigned to a specific target browsing task; their advertising browsing activities during the task were measured. In order to measure their cognitive advertising avoidance, an eye-tracking device was utilised to gain objective and accurate psychological information. Results showed that earlier pop-up advertising appearances are associated with a lower consumer fixation count and fixation length; in contrast, pop-up advertising that appears later is associated with a higher fixation count and fixation length. This study attempts to gain more objective and accurate psychological data by using an eye-tracking device to collect information about eye movements associated with the appearance of pop-up advertising to better analyse consumer behaviours towards them. These results offer insights to Internet advertisers and Internet platform companies on how to provide more efficient Internet advertising. |
| 關聯: | BEHAVIOUR & INFORMATION TECHNOLOGY 卷 40, 期 16, 頁 1796 - 1805 2021 |
| 顯示於類別: | [國際貿易學系所] 期刊論文
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