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• W3088553014 abstract "The online advertisements (ads) with presence design are widely proved to be more appealing for attracting users’ attention. However, the different visual processing mechanism towards presence design and consumers’ involvement has not been well investigated. This study combined subjective evaluation with eye-tracking data to investigate the effect of consumers’ involvement on their visual attention to online ads with different sense of presence. Refined and re-calibrated presence scale and approaching-avoidance trend scale were constructed to respectively measure consumers’ perceived sense of presence and behavioral intention to online ads. Two tasks were designed to simulate different sense of user involvement. In task one, participants just freely browsed two banner ads. Meanwhile binary choices were used in task two to ask participants to select one with higher purchase intention from two vertical search ads and then click the mouse. Both tasks were completed by each participant whose eye movement data was recorded by an eye-tracker. The perceived sense of presence and corresponding behavioral intention of each two ads were evaluated after each task. The results showed that online ads with high presence will significantly increase consumers’ fixation counts, revisit counts, saccadic counts, blink counts in browsing-driven task which will significantly improve consumers’ stickiness. As to purchasing-driven task, however, online ads with high presence will reduce fixation counts, saccadic counts, blink counts which indicates that the online ads with high sense of presence can reduce the difficulty of information extraction, thus helping the customer to make purchase decisions effectively." @default.
• W3088553014 created "2020-10-01" @default.
• W3088553014 creator A5071086109 @default.
• W3088553014 date "2020-01-01" @default.
• W3088553014 modified "2023-10-16" @default.
• W3088553014 title "A Visual Tracking Method to Explore the Effect of Presence on Online Consumers" @default.
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• W3088553014 doi "https://doi.org/10.1007/978-3-030-60152-2_50" @default.
• W3088553014 hasPublicationYear "2020" @default.
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