Understanding Consumers’ Visual Attention in Mobile Advertisements: An Ambulatory Eye-Tracking Study with Machine Learning Techniques

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2023-11-03 DOI:10.1080/00913367.2023.2258388

Wen Xie, Mi Hyun Lee, Ming Chen, Zhu Han

引用次数: 0

Abstract

As mobile devices have become a necessity in our daily lives, mobile advertising is also prevalent. Accordingly, it is critical for practitioners to understand how consumers visually attend to mobi...

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理解手机广告中消费者的视觉注意力：基于机器学习技术的动态眼动追踪研究

随着移动设备成为我们日常生活中的必需品，移动广告也很普遍。因此，从业者了解消费者如何在视觉上关注移动支付至关重要。。。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

期刊介绍： The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.