아이트래커를 활용한 인터넷 광고효과 연구

초록

Nowadays, the industry and the academic interested in Internet advertising. Internet media companies have tried to improve the appeal of advertising through new advertising technique. In traditional banner advertising, most advertising exposure occur at the same level of intrusiveness conditions. But as a consequence of these change, new Internet advertising, unlike traditional banner advertising, makes it possible for the audience to be exposed to advertisement at many different level of avoidance. Despite such unique characteristics of the new Internet advertising, there has been little research on the impact on consumers' advertising processing. This study explores effects of influences of different type of advertising using eye tracker. This study provides the information on how to execute the internet advertising based on visual information processing. And limitations of this paper and future research directions were discussed.

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