| Summary: | 碩士 === 南台科技大學 === 行銷與流通管理系 === 98 === In order to achieve better advertising effects, a viewer needs to notice the advertisement first, then comprehend its advertising appeal, and finally make the purchase decision if he/she likes the message. This study evaluated advertising effects, taking advertisement appeal (rational vs. emotional) and user's domain knowledge (expert vs. novice) as independent variables, and an Eye-link 2000 eye-tracking device as the apparatus. The examining time on different visual spots, the recall of the advertisement message, felt involvement and the purchase intention were dependent variables. Eighty subjects participated in the experiment, and only 74 valid cases were available for the final analysis. The results are as follows.
First, there were significant differences in time spent on text and graphs as well as memory recall between rational and emotional advertisement appeals. Second, there were also significant differences in time spent on text, graphs, and product specifications between experts and novices. The differences were also found in memory recall and felt involvement. Finally, there were interactions between advertisement appeal and domain knowledge in time spent on the text message, memory recall and purchase intention.
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