Influences of Visual Contrast on Attentional Capture of Keyword Advertising

• Main Authors: Ting-Yi Huang, 黃婷怡
• Other Authors: Hsin-Hui Lin
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/17983415577443308611

碩士 === 國立中山大學 === 資訊管理學系研究所 === 103 === This study aims to discuss the influences of visual contrast and intention on attentional capture of keyword advertising. When users query, they adopt feature search mode, and looking for the things with visual feature similar to the target they want. Visual contrast means items’ salience degree compares to their neighbors. According to users’ intention that they need to look advertising or not, attention will select the feature similar to organic search result (low contrast) or the feature similar to advertising (high contrast). This study used eye-tracking as an instrument to provide information about the user’s visual attention. Subjects were divided into two groups: high and low contrast. Each subject did both ''product information query'' (advertisement corresponded with intention) and &;quot;non-product information query&;quot; (advertisement do not corresponded with intention) tasks. Results show that keyword advertising captures more attention in product information query than non-product information query under both high and low contrast; Keyword advertising captures more attention in low contrast under product information query; There is no difference between high and low contrast under non-product information query. The result suggests that keyword advertising should fit user''s intention, and designed in low contrast.