Do not allow pop-up ads to appear too early internet users' browsing behaviour to pop-up ads

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > periodical articles > Item 987654321/48775

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/48775

Title:	Do not allow pop-up ads to appear too early internet users' browsing behaviour to pop-up ads
Authors:	Hsieh, AY (Hsieh, Ai-Yun) Lo, SK (Lo, Shao-Kang) Chiu, YP (Chiu, Yu-Ping) Lie, T (Lie, Ting)
Contributors:	國貿系
Keywords:	Pop-up advertising pop-up timing advertising intrusiveness advertising avoidance eye tracking
Date:	2021
Issue Date:	2020-11-03 15:12:16 (UTC+8)
Abstract:	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.
Relation:	BEHAVIOUR & INFORMATION TECHNOLOGY 卷 40, 期 16, 頁 1796 - 1805 2021
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] periodical articles

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	366	View/Open

View Licence

Loading...