淡江大學大眾傳播學系專任教師

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專任教師

標題Banner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style

年度101

學期2

出版日期2013/06/01

作品名稱Banner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style

全部作者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

卷數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

使用語言英文

ISSN(ISBN)0302-9743;1611-3349

期刊性質國外

等級,EI

審稿制度是

國別DEU

出版型式電子版,紙本