Examining the Advertising Effect via Eye-tracker Experiments and Surreys：form the perspective of cuing paradigm

• Main Authors: Zhang, Ya-Lan, 張雅嵐
• Other Authors: HUANG, HSIN-YI
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/g7a39n

碩士 === 東吳大學 === 資訊管理學系 === 106 === This study used questionnaires and eye tracking to explore the impact of central and surrounding clues on the way in which search-based or empirical products are presented to consumers' intentions, attractiveness, and eye movements. A total of 96 valid samples were collected through research experiments, and the hypothesis was verified by manova analysis. The study found that different central and peripheral directions have significant influence on purchase intentions and eye movement indicators of different product attributes; while attractiveness has no significant difference in different product attributes, but there are significant differences in different central and surrounding clue presentation methods. . Combined with the purchase intention, attractiveness and eye movement index results, the product image display method of using only the guidance product in different product attributes and the central and surrounding clues has an impact on consumers. This research can be used as a reference for companies in advertising design marketing.