Banner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style
學年 101
學期 2
出版（發表）日期 2013-06-01
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 Wang, Man-Ying, Tang, Da-Lun, Kao, Chih-Tung, & Sun, Vincent
單位 淡江大學大眾傳播學系
出版者 Heidelberg: Springer
著錄名稱、卷期、頁數 Lecture Notes in Computer Science 8013, pp.129-138
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
ISSN 0302-9743 1611-3349
期刊性質 國外
收錄於 EI
產學合作
通訊作者
審稿制度 是
國別 DEU
公開徵稿
出版型式 ,電子版,紙本
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