아이 트래커를 활용한 인터넷 광고의 선택적 주의 요소 효과 연구

초록

The purpose of this study was to examine the attention to the internet ads of consumers. Unlike the prior studies, this study was collected the eye fixation data of participants through the eye tracker apparatus. The results showed that the participants attended to the ads as a result of activating top-down processing, caused by their goal of using internet and learned visual searching route. In addition, each type of ad(pictorial and text) was gathered different visual attention as a result of bottom-up process and was interacted with goal of using internet. And stimuli attributes in the ads, like partially occlusion and contrast led to participants' attention to the ads differently. But relative height in the visual field had no significance and locations of ads didn't have correspondent results. Finally, limitations of this paper and future research directions were discussed.

키워드