[HTML][HTML] The effects of the content elements of online banner ads on visual attention: evidence from an-eye-tracking study
The aim of this paper is to examine the influence of the content elements of online banner
ads on customers' visual attention, and to evaluate the impacts of gender, discount rate and
brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16
female) was conducted, in which the participants were presented with eight types of online
banner ads comprising three content elements—namely brand, discount rate and image—
while their eye movements were recorded. The results showed that the image was the most …
ads on customers' visual attention, and to evaluate the impacts of gender, discount rate and
brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16
female) was conducted, in which the participants were presented with eight types of online
banner ads comprising three content elements—namely brand, discount rate and image—
while their eye movements were recorded. The results showed that the image was the most …
The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study. Future Internet 2021, 13, 18
S Peker, GG Menekse Dalveren, Y Inal - 2021 - search.proquest.com
The aim of this paper is to examine the influence of the content elements of online banner
ads on customers' visual attention, and to evaluate the impacts of gender, discount rate and
brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16
female) was conducted, in which the participants were presented with eight types of online
banner ads comprising three content elements—namely brand, discount rate and image—
while their eye movements were recorded. The results showed that the image was the most …
ads on customers' visual attention, and to evaluate the impacts of gender, discount rate and
brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16
female) was conducted, in which the participants were presented with eight types of online
banner ads comprising three content elements—namely brand, discount rate and image—
while their eye movements were recorded. The results showed that the image was the most …
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