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Attention of News Agency Users To Ad Banners: An Eye-Tracking Study
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DOR
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20.1001.2.2080297181.1397.2.1.39.9
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نویسنده
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Kolli Shaghaegh ,Salavatian Siavash
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منبع
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كنفرانس بين المللي پژوهش در نوآوري و فناوري - 1397 - دوره : 2 - دومین کنفرانس بین المللی پژوهش در نوآوری و فناوری - کد همایش: 20802-97181
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چکیده
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This is a quasi-experimental study aimed at investigating attention of news agency users to ad banners. banner advertising is one of the most important sources of online advertising revenue. in recent years, the use of new methods for analyzing consumer behavior has grown enormously. this study is an eye tracking research that examines the amount of attention to banner advertising in news agency. for this purpose, the main and second page of the fars news agency was studied. samples chose from the university of tehran and allame tabatabai by available sampling. 60 male and female students with an average age of 25 years chosen by available sampling. authors measure the time to first fixation and fixation duration when focusing on aoi. according to research results, advertising banners in news agencies have not attracted the attention of the audience. the results of the research showed that users put their attention mostly on the news and they do not focus on advertising. the results of this research provide a summary of user behavior in the face of advertising on news websites
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کلیدواژه
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Advertising News Agency ,Eye-Tracking Study ,Attention
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آدرس
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Allametabatabai, Iran, Irib University, Iran
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پست الکترونیکی
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shaghayegh.kolli.91@gmail.com
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Attention of news agency users to ad banners: an eye-tracking study
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Authors
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Abstract
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This is a quasi-experimental study aimed at investigating Attention of News Agency Users to AD Banners. Banner advertising is one of the most important sources of online advertising revenue. In recent years, the use of new methods for analyzing consumer behavior has grown enormously. This study is an eye tracking research that examines the amount of attention to banner advertising in News Agency. For this purpose, the main and second page of the Fars News Agency was studied. Samples chose from the University of Tehran and Allame Tabatabai by available sampling. 60 male and female students with an average age of 25 years chosen by available sampling. Authors measure the time to first fixation and fixation duration when focusing on AOI. According to research results, advertising banners in news agencies have not attracted the attention of the audience. The results of the research showed that users put their attention mostly on the news and they do not focus on advertising. The results of this research provide a summary of user behavior in the face of advertising on news websites
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Keywords
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advertising News Agency ,eye-tracking study ,Attention
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