Research on the Memory of Online Advertising Based on Eye-Tracking Technology

作者：Yao Lu, Wei Qi, Juan Qin · 年份：2018 · DOI：10.1109/icebe.2018.00061 · 被引用次数：6 · 研究领域：Consumer Behavior in Brand Consumption and Identification、Digital Marketing and Social Media、Marketing and Advertising Strategies

Based on the communication theory, advertising psychology as well as the researches on advertising effect, this paper chooses advertisements inserted into online videos as research object to study the online advertising effect by establishing model. This paper combines the eye-tracking experiment and questionnaire survey, and draws data from 122 tested subjects after watching seven videos, verify the model through analyzing the overall data. The result shows that there is a correlation between eye-tracking data and memory and eye movements can show the different advertising effectiveness in an objective way. This paper is of great significance in eye-tracking and psychology, also further research on online advertising effect, which has some reference of advertising service.