Using Eye-Tracking to Measure the Influence of Banner Ads’ Browsing Behavior and Attitude on Host Websites
ISBN: 10.7903/cmr.19393
Editorial: Academy of Taiwan Information Systems Research
Licencia: Creative Commons (by)
Autor(es): Yu-Ping Chiu, SHU-CHEN CHANG
Editorial: Academy of Taiwan Information Systems Research
Licencia: Creative Commons (by)
Autor(es): Yu-Ping Chiu, SHU-CHEN CHANG
This study used spillover effects and reversal theory to examine the influence of banner advertising on the attitude of the host website. A total of 146 volunteers were recruited for an experiment. A computer program and an eye-tracking device were used to record and analyze participants’ eye movements, and a psychological scale was used to measure the participants’ attitudes. The results showed that the negative attitudes generated by banner advertising do spill over to the host websites, which in turn negatively affects the website
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