Examining the Advertising Effect via Eye-tracker Experiments and Surreys:form the perspective of cuing paradigm
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...
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ndltd-TW-106SCU003960412019-09-23T15:29:42Z http://ndltd.ncl.edu.tw/handle/g7a39n Examining the Advertising Effect via Eye-tracker Experiments and Surreys:form the perspective of cuing paradigm 以眼動儀實驗及問卷方法探討導引線索典範對廣告效果的影響 Zhang, Ya-Lan 張雅嵐 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. HUANG, HSIN-YI 黃心怡 2018 學位論文 ; thesis 61 zh-TW |
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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.
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HUANG, HSIN-YI |
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HUANG, HSIN-YI Zhang, Ya-Lan 張雅嵐 |
author |
Zhang, Ya-Lan 張雅嵐 |
spellingShingle |
Zhang, Ya-Lan 張雅嵐 Examining the Advertising Effect via Eye-tracker Experiments and Surreys:form the perspective of cuing paradigm |
author_sort |
Zhang, Ya-Lan |
title |
Examining the Advertising Effect via Eye-tracker Experiments and Surreys:form the perspective of cuing paradigm |
title_short |
Examining the Advertising Effect via Eye-tracker Experiments and Surreys:form the perspective of cuing paradigm |
title_full |
Examining the Advertising Effect via Eye-tracker Experiments and Surreys:form the perspective of cuing paradigm |
title_fullStr |
Examining the Advertising Effect via Eye-tracker Experiments and Surreys:form the perspective of cuing paradigm |
title_full_unstemmed |
Examining the Advertising Effect via Eye-tracker Experiments and Surreys:form the perspective of cuing paradigm |
title_sort |
examining the advertising effect via eye-tracker experiments and surreys:form the perspective of cuing paradigm |
publishDate |
2018 |
url |
http://ndltd.ncl.edu.tw/handle/g7a39n |
work_keys_str_mv |
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