文化大學機構典藏 CCUR:Item 987654321/48775
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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/987654321/48775


    题名: 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)
    贡献者: 國貿系
    关键词: Pop-up advertising
    pop-up timing
    advertising intrusiveness
    advertising avoidance
    eye tracking
    日期: 2021
    上传时间: 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
    显示于类别:[國際貿易學系所] 期刊論文

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