Banner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style
學年 101
學期 2
發表日期 2013-07-21
作品名稱 Banner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style
作品名稱（其他語言）
著者 唐大崙
作品所屬單位 淡江大學大眾傳播學系
出版者 Springer-Verlag Berlin Heidelberg
會議名稱
會議地點
摘要 The current study examined whether and how the Chinese culture rooted median thinking style may affect banner ad viewing and evaluation. Eye tracking performance was recorded as participants viewed banner ads of different information complexity. High median thinking participants were characterized by a flexible perceptual processing style. Their eye tracking performance showed that they responded to information complexity of the banner ads and attempted to integrate information spatially for low complexity banners. Less effortful (and more fluent) eye tracking performance was associated with more positive banner evaluation and the relationship was mediated by experienced fluency in high median thinkers. Information complexity also guided eye tracking. These findings demonstrated the potential of eye tracking measures in predicting effects of culture (and design) related factors on banner evaluation.
關鍵字 banner advertisements;eye tracking;median thinking;ZhongYong;information complexity
語言 en
收錄於 EI
會議性質 國際
校內研討會地點
研討會時間
通訊作者 Žmywang@scu.edu.tw
國別
公開徵稿 Y
出版型式
出處 Proceedings of the 15th International Conference on Human-Computer Interaction, pp.129-€“138
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機構典藏連結 ( http://tkuir.lib.tku.edu.tw:8080/dspace/handle/987654321/90187 )

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