Using Eye-Tracking to Measure the Influence of Banner Ads’ Browsing Behavior and Attitude on Host Websites

  • Yu-Ping Chiu Chinese Culture University
  • SHU-CHEN CHANG Chinese Culture University
Keywords: Spillover effects, Banner advertising, Advertising attitude, Eye tracking device, Fixation time

Abstract

This study used spillover effects and reversal theory to examine the influence of banner advertising on the attitude of the host website. A total of 146 volunteers were recruited for an experiment. A computer program and an eye-tracking device were used to record and analyze participants’ eye movements, and a psychological scale was used to measure the participants’ attitudes. The results showed that the negative attitudes generated by banner advertising do spill over to the host websites, which in turn negatively affects the website. When viewers have negative attitudes toward the host websites, their fixation time and revisit intention of the websites will be significantly reduced. These findings encourage advertisers to plan advertising strategies and provide valuable implications for banner advertising and websites.

Author Biographies

Yu-Ping Chiu, Chinese Culture University
Yu-Ping Chiu is an assistant professor of Advertising Department at the Chinese Culture University, Taiwan. He received his Ph.D. in Marketing in 2014. His research interests include online word-of-mouth, electronic commerce, and computer-mediated communication. He has published articles in Online Information Review, Internet Research, Computers in Human Behavior, Information Development, International Journal of Electronic Commerce, Electronic Commerce Research and Applications.
SHU-CHEN CHANG, Chinese Culture University
Shu-Chen Chang (Corresponding author) is an assistant professor of Advertising Department at the Chinese Culture University, Taiwan. He received his Ph.D in Marketing in 2015. His research interests include advertising technology, online advertising, e-commerce, and internet marketing technology. She has published articles in Journal of Business Research, Information Development, Cyberpsychology, Behavior, and Social Networking, and International Journal of Electronic Commerce.
Published
2020-03-28
How to Cite
Chiu, Y.-P., & CHANG, S.-C. (2020). Using Eye-Tracking to Measure the Influence of Banner Ads’ Browsing Behavior and Attitude on Host Websites. Contemporary Management Research, 16(1), 35-54. https://doi.org/10.7903/cmr.19393
Section
Application and impact of advanced IT/IS/Internet in business management