教師資料查詢 | 類別: 期刊論文 | 教師: 唐大崙 Tang, Da-Lun (瀏覽個人網頁)

標題: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
語言英文
ISSN0302-9743;1611-3349
期刊性質國外
收錄於EI;
產學合作
通訊作者
審稿制度
國別德國
公開徵稿
出版型式,電子版,紙本
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