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    論文名稱Banner Evaluation Predicted by Eye Tracking Performance and the Median Thinking Style
    年度101
    學期2
    會議開始時間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）
    全部作者唐大崙
    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
    使用語言英文
    等級,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