YouTube广告横幅的固定和回忆:一项眼球追踪研究

Q3 Computer Science

International Journal of Electronic Commerce Studies Pub Date : 2016-05-10 DOI:10.7903/IJECS.1404

Chatpong Tangmanee

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引用次数: 14

摘要

在YouTube等视频分享网站的视频片段上附加广告横幅已经变得很常见，尽管眼球追踪研究得出结论，这并不能吸引访问者的注意力。到目前为止，还没有研究证实视频片段上的广告横幅是否能确保观众的眼球固定。通过眼动追踪，本研究调查了YouTube访问者是否会关注广告横幅，广告横幅的关注时间与整体关注次数之间的相关性，以及网站访问者能够回忆广告横幅和观看片段细节的程度。这项研究使用Miramatrix眼动仪来记录YouTube观众的眼部运动，结果显示几乎所有人都至少盯着一个视频片段中的广告横幅看一次。然而，只有不到10%的人能够正确回忆起看过的广告内容。然而，大约一半的观众能够正确地回忆起片段的细节。对横幅的注视时间与对短片的注视次数呈负相关，而对横幅的注视时间与注视次数之间的关系不显著。这项研究通过使用眼球追踪为YouTube广告提供了新的视角，并建议广告商在选择广告横幅出现的片段时要注意。引用本文:Chatpong Tangmanee，“YouTube广告横幅的注视与记忆:一项眼动追踪研究”，《国际电子商务研究》，Vol.7, No.1, pp.49-76, 2016。本文档的永久链接:http://dx.doi.org/10.7903/ijecs.1404 Â

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FIXATION AND RECALL OF YOUTUBE AD BANNERS: AN EYE-TRACKING STUDY

Attaching an ad banner on a clip in a video-sharing website such as YouTube has become common although eye-tracking studies have concluded that this fails to secure visitorsâ€™ attention. To date, there have been no studies verifying whether ad banners on a video clip can ensure eye fixation from viewers. Through eye-tracking, this study investigates whether YouTube visitors fixate on ad banners, what the correlations between fixation duration on banners and overall fixation counts are, and the extent to which site visitors are able to recall details of ad banners and of the clip viewed. Using a Miramatrix eye-tracker to record YouTube viewersâ€™ eye movements, this study showed that nearly all fixated at least once on an ad banner in a clip. However, less than 10% were able to correctly recall the ad content viewed. Nevertheless, about half of viewers were able to correctly recall clip details. Fixation duration on the banner and fixation counts on the clip are negatively correlated, but the relationship between fixation duration and counts on the banner was insignificant. This study sheds new light on YouTube advertising through the use of eye-tracking and advises advertisers to be attentive in selecting clips on which ad banners will appear. To cite this document: Chatpong Tangmanee, "Fixation and recall of YouTube ad banners: An eye-tracking study", International Journal of Electronic Commerce Studies, Vol.7, No.1, pp.49-76, 2016. Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1404 Â

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来源期刊

International Journal of Electronic Commerce Studies Computer Science-Computer Science Applications

CiteScore

1.40

自引率

0.00%

发文量

期刊介绍： The IJECS is a double-blind referred academic journal for all fields of Electronic Commerce. To serve as an international platform, the IJECS encourages manuscript submissions from authors all around the world. As a multi-discipline journal, The IJECS welcome both technology oriented and business oriented electronic commerce research articles. The purpose of the International Journal of Electronic Commerce Studies is to promote electronic commerce research and provide worldwide scholars a place to publish their innovative work in electronic commerce. To be published in the journal, the manuscript must make strong empirical, theoretical, or practical contributions and highlight the significance of the contributions to the electronic commerce field. Thus, preference is given to submissions that test, extend, or build strong theoretical frameworks for electronic commerce theory, electronic commerce system development, and electronic commerce practice. The journal is not tied to any particular national context; the geographic distribution of authors publishing in the journal came from countries around the world. Articles introducing cases of innovative applications in electronic commerce around the world are also published in the journal. The journal provides scholars opportunities to realize the electronic commerce research and development around the world. Articles in the International Journal of Electronic Commerce Studies will include, but are not limited to the following areas.