Skip to main content
SpringerLink
Log in
Book cover

International Conference on Human-Computer Interaction

HCII 2020: HCI International 2020 – Late Breaking Papers: Interaction, Knowledge and Social Media pp 661–678Cite as

A Visual Tracking Method to Explore the Effect of Presence on Online Consumers

  • Conference paper
  • First Online:

  • 3358 Accesses

Part of the book series: Lecture Notes in Computer Science ((LNISA,volume 12427))

Abstract

The online advertisements (ads) with presence design are widely proved to be more appealing for attracting users’ attention. However, the different visual processing mechanism towards presence design and consumers’ involvement has not been well investigated. This study combined subjective evaluation with eye-tracking data to investigate the effect of consumers’ involvement on their visual attention to online ads with different sense of presence. Refined and re-calibrated presence scale and approaching-avoidance trend scale were constructed to respectively measure consumers’ perceived sense of presence and behavioral intention to online ads. Two tasks were designed to simulate different sense of user involvement. In task one, participants just freely browsed two banner ads. Meanwhile binary choices were used in task two to ask participants to select one with higher purchase intention from two vertical search ads and then click the mouse. Both tasks were completed by each participant whose eye movement data was recorded by an eye-tracker. The perceived sense of presence and corresponding behavioral intention of each two ads were evaluated after each task. The results showed that online ads with high presence will significantly increase consumers’ fixation counts, revisit counts, saccadic counts, blink counts in browsing-driven task which will significantly improve consumers’ stickiness. As to purchasing-driven task, however, online ads with high presence will reduce fixation counts, saccadic counts, blink counts which indicates that the online ads with high sense of presence can reduce the difficulty of information extraction, thus helping the customer to make purchase decisions effectively.

This is a preview of subscription content, log in via an institution.

Chapter
USD   29.95
Price excludes VAT (USA)
  • Available as PDF
  • Read on any device
  • Instant download
  • Own it forever
eBook
USD   84.99
Price excludes VAT (USA)
  • Available as EPUB and PDF
  • Read on any device
  • Instant download
  • Own it forever
Softcover Book
USD   109.99
Price excludes VAT (USA)
  • Compact, lightweight edition
  • Dispatched in 3 to 5 business days
  • Free shipping worldwide - see info

Tax calculation will be finalised at checkout

Purchases are for personal use only

Learn about institutional subscriptions

References

  • Argyle, M., Dean, J.: Eye-contact, distance and affiliation. Sociometry 28(3), 289–304 (1965)

    Article  Google Scholar 

  • Bernard, M.L.: Developing schemas for the location of common web objects. In: Proceedings of the Human Factors and Ergonomics Society, 45th Annual Meeting, Santa Monica, CA, pp. 1161–1165 (2001)

    Google Scholar 

  • Biocca, F., Harms, C., Burgoon, J.K.: Toward a more robust theory and measure of social presence: review and suggested criteria. Presence Teleoperators Virtual Environ. 12(5), 456–480 (2003)

    Article  Google Scholar 

  • Blakney, V.L., Sekely, W.: Retail attributes: influencing on shopping mode choice behavior. J. Manage. Issues 6(1), 101–118 (1994)

    Google Scholar 

  • Huhmann, B.A.: Visual complexity in banner ads: the role of color, photography and animation. Soc. Sci. Res. Netw. 19, 10–17 (2006)

    Google Scholar 

  • Butt, M.M., de Run, E.C.: Do target and non-target ethnic group adolescents process advertisements differently? Australas. Market. J. 19(2), 77–84 (2011)

    Article  Google Scholar 

  • Chen, S., Epps, J.: Automatic classification of eye activity for cognitive load measurement with emotion interference. Comput. Methods Programs Biomed. 110(2), 111–124 (2013)

    Article  Google Scholar 

  • Cho, C.: The effectiveness of banner advertisements: involvement and click-through. Journal. Mass Commun. Q. 80(3), 623–645 (2006)

    Article  Google Scholar 

  • Tan, C.-H., Sutanto, J., Phang, C.W.: An empirical assessment of second life vis-a-vis chatroom on media perceptual assessment and actual task performance. IEEE Trans. Eng. Manage. 59(3), 379–389 (2012)

    Article  Google Scholar 

  • Clifton, C., Staub, A., Rayner, K.: Eye movements in reading words and sentences. In: Eye Movements: A Window on Mind and Brain, pp. 341–372 (2007)

    Google Scholar 

  • Cyr, D., Hassanein, K., Head, M., et al.: The role of social presence in establishing loyalty in e-service environments. Interact. Comput. 19(1), 43–56 (2007)

    Article  Google Scholar 

  • Danaher, P.J., Mullarkey, G.W.: Factors affecting online advertising recall: a study of students. J. Advert. Res. 43(3), 252–267 (2003)

    Article  Google Scholar 

  • Donovan, R.J., Rossiter, J.R.: Store atmosphere-an environmental psychology approach. J. Retail. 58(1), 34–57 (1982)

    Google Scholar 

  • Fiore, A.M., Yu, H.: Effects of imagery copy and product samples on responses toward the product. J. Interact. Market. 15(2), 36–46 (2001)

    Article  Google Scholar 

  • Fortin, D.R., Dholakia, R.R.: Interactivity and vividness effects on social presence and involvement with a web-based advertisement. J. Bus. Res. 58(3), 387–396 (2005)

    Article  Google Scholar 

  • Gefen, D., Straub, D.W.: Consumer trust in B2C e-Commerce and the importance of social presence: experiments in e-Products and e-Services. Omega 32(6), 407–424 (2004)

    Article  Google Scholar 

  • Hassanein, K., Head, M.: Manipulating perceived social presence through the web interface and its impact on attitude towards online shopping. Int. J. Hum Comput Stud. 65(8), 689–708 (2007)

    Article  Google Scholar 

  • Hu, L., Bentler, P.M.: Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Struct. Eqn. Model. Multi. J. 6(1), 1–55 (1999)

    Article  Google Scholar 

  • Jacob, R.J.K., Karn, K.S.: Eye tracking in human-computer interaction and usability research: ready to deliver the promises. Mind 2(3), 4–36 (2003)

    Google Scholar 

  • Jahng, H., Jain, K.T.: Effective design of electronic commerce environments: a proposed theory of congruence and an illustration. IEEE Trans. Syst. Man Cybern. Part A 30, 456–471 (2000)

    Article  Google Scholar 

  • Jaggars, S.S.: Choosing between online and face-to-face courses: community college student voices. Am. J. Distance Educ. 28(1), 27–38 (2014)

    Article  Google Scholar 

  • Jarvenpaa, S.L., Todd, P.A.: Is there a future for retailing on the internet? In: Peterson, R.A. (ed.) Electronic Marketing and the Consumer. Sage, Thousand Oaks (1997)

    Google Scholar 

  • Kim, G., Lee, J.: The effect of search condition and advertising type on visual attention to internet advertising. Cyberpsychol. Behav. Soc. Network. 14(5), 323–325 (2011)

    Article  Google Scholar 

  • Kim, J.U., Kim, W.J., Park, S.C.: Consumer perceptions on web advertisements and motivation factors to purchase in the online shopping. Comput. Hum. Behav. 26(5), 1208–1222 (2010)

    Article  Google Scholar 

  • Kumar, S., Hart, M.: Social presence in learner-driven social media environments. In: Society for Information Technology & Teacher Education International Conference, no. 1, pp. 73–78 (2014)

    Google Scholar 

  • Lee, K.M.: Presence, explicated. Commun. Theory 14(1), 27–50 (2004)

    Article  Google Scholar 

  • Li, Y., Jing, J., Zou, X.: A preliminary study on the cognitive features of facial emotion expression in autistic children. Chin. J. Evid. Based Pediatr. 4(1), 23–28 (2009)

    Google Scholar 

  • Lee, S.M.: The relationships between higher order thinking skills, cognitive density, and social presence in online learning. Internet High. Educ. 21, 41–52 (2014)

    Article  Google Scholar 

  • Loewenfeld, I.E.: Comment on Hess’ findings. Surv. Ophthalmol. 11, 291–294 (1966)

    Google Scholar 

  • Hess, E.H., Polt, J.M.: Pupil size as related to interest value of visual stimuli. Science 132(3423), 349–350 (1960)

    Article  Google Scholar 

  • Lohse, G.L., Wu, D.J.: Eye movement patterns on Chinese yellow pages advertising. Electron. Markets 11(2), 87–96 (2001)

    Article  Google Scholar 

  • Matthew, L., Matthew, T.J.: Identifying the (tele) presence literatur. Psychol. J. 5(2), 197–206 (2007)

    Google Scholar 

  • Bayles, M.E.: Designing online banner advertisements: should we animate? In: Conference on Human Factors in Computing Systems, pp. 363–366 (2002)

    Google Scholar 

  • Bayles, M.E.: Just how ‘blind’ are we to advertising banners on the web? Usability News 6(2), 520–541 (2000)

    Google Scholar 

  • Montes, G.L.: Is interaction the message? The effect of democratizing and non-democratizing interaction in video-conferencing small groups on social presence and quality of outcome. Technol. Mediat. Commun. 1, 187–223 (1992)

    Google Scholar 

  • Namkee, P., Kwan, M.L., Seung-A, A.J., Sukhee, K.: Effects of pre-game stories on feelings of presence and evaluation of computer games. Int. J. Hum Comput. Stud. 68, 822–833 (2010)

    Article  Google Scholar 

  • Oatley, K.: Taxonomy of the emotions of literary response and a theory of identification in fictional narrative. Poetics 23, 53–74 (1994)

    Article  Google Scholar 

  • Oh, J., Fiorito, S.S., Choc, H., et al.: Effects of design factors on store image and expectation of merchandise quality in web-based stores. J. Retail. Consum. Serv. 15(4), 237–249 (2008)

    Article  Google Scholar 

  • Palanisamy, R., Wong, S.A.: Impact of online consumer characteristics on web-based banner advertising effectiveness. Glob. J. Flex. Syst. Manage. 4(1/2), 15–25 (2003)

    Google Scholar 

  • Palanisamy, R.: Impact of gender differences on online consumer characteristics on web-based banner advertising effectiveness. J. Serv. Res. 4(2), 45–75 (2004)

    Google Scholar 

  • Pagendarm, M., Schaumburg, H.: Why are users banner-blind? The impact of navigation style on the perception of web banners. J. Digit. Inf. 2(1), 37–38 (2006)

    Google Scholar 

  • Qiao, F.: Research on the effects of highway tunnel sections on drivers’ vision and heart rate. Jilin University, Changchun (2012)

    Google Scholar 

  • Raykov, T.: Estimation of composite reliability for congeneric measures. Appl. Psychol. Meas. 21(2), 173–184 (1997)

    Article  Google Scholar 

  • Stasi, L.L.D., Catena, A., Cañasc, J.J., Macknike, S.L., Martinez-Condo, S.: Saccadic velocity as an arousal index in naturalistic tasks. Neurosci. Biobehav. Rev. 37(5), 968–975 (2013)

    Article  Google Scholar 

  • Steuer, J.: Defining virtual reality: Dimensions determining telepresence. J. Commun. 42, 73–93 (1992)

    Article  Google Scholar 

  • Tamborini, R., Eastin, M.S., Skalski, P., et al.: Violent virtual video games and hostile thoughts. J. Broad. Electron. Media 48(3), 335 (2004)

    Google Scholar 

  • Huang, T., Liao, S.: A model of acceptance of augmented–reality interactive technology: the moderating role of cognitive innovativeness. Electron. Commer. Res. 1–27 (2014)

    Google Scholar 

  • Uzzaman, S., Joordens, S.: The eyes know what you are thinking: eye movements as an objective measure of mind wandering. Conscious. Cogn. 20(4), 1882–1886 (2011)

    Article  Google Scholar 

  • Van der Laan, L.N., Hooge, I.T.C., de Ridder, D.T.D., et al.: Do you like what you see? The role of first fixation and total fixation duration in consumer choice. Food Qual. Prefer. 39, 46–55 (2015)

    Article  Google Scholar 

  • Wang, L., Baker, J., Wagner, J.A., et al.: Can a retail web site be social. J. Market. 71(3), 143–157 (2007)

    Article  Google Scholar 

  • Wedel, M., Pieters, R.: Eye fixations on advertisements and memory for brands: a model and findings. Market. Sci. 19(4), 297–312 (2000)

    Article  Google Scholar 

  • Wiener, M., Mehrabian, A.: Language within language: Immediacy, a channel in verbal communication. Ardent Media (1968)

    Google Scholar 

  • Wu, X.: Statistics: From Data to Conclusion. China Statistics Press, Beijing (2007)

    Google Scholar 

  • Xie, T., Donthu, N., Lohtia, R., et al.: Emotional appeal and incentive offering in banner hierarchy of effects model. J. Interact. Advert. 4(2), 49–60 (2004)

    Article  Google Scholar 

  • Yang, K.: Effects of consumer motives on search behavior using internet advertising. Cyber Psychol. Behav. 7(4), 430–442 (2004)

    Article  Google Scholar 

  • Yoo, C.Y., Kim, K., Stout, P.A.: Assessing the effects of animation in online banner advertising: advertisements. J. Interact. Advert. 4(2), 30–37 (2004)

    Article  Google Scholar 

Download references

Author information

Authors and Affiliations

  1. School of Business Administration, Shenyang University, Shenyang, 110044, People’s Republic of China

    Yu Sun

Authors
  1. Yu Sun
    View author publications

    You can also search for this author in PubMed Google Scholar

Contributions

Author Contributions.

Conceptualization & original writing, Yu Sun; methodology & review, Fu Guo; Review & edit, Vincent. G. Duffy.

Corresponding author

Correspondence to Yu Sun .

Editor information

Editors and Affiliations

  1. University of Crete and Foundation for Research and Technology – Hellas (FORTH), Heraklion, Crete, Greece

    Constantine Stephanidis

  2. University of Central Florida, Orlando, FL, USA

    Gavriel Salvendy

  3. University of West Florida, Pensacola, FL, USA

    June Wei

  4. Tokyo University of Science, Tokyo, Japan

    Sakae Yamamoto

  5. Tokyo City University, Tokyo, Japan

    Hirohiko Mori

  6. Towson University, Towson, MD, USA

    Gabriele Meiselwitz

  7. Missouri University of Science and Technology, Rolla, MO, USA

    Fiona Fui-Hoon Nah

  8. Missouri University of Science and Technology, Rolla, MO, USA

    Keng Siau

Ethics declarations

This research was supported by the Natural Science Foundation of Liaoning Province, China (grant No. 20180550629).

Rights and permissions

Reprints and permissions

Copyright information

© 2020 Springer Nature Switzerland AG

About this paper

Check for updates. Verify currency and authenticity via CrossMark

Cite this paper

Sun, Y. (2020). A Visual Tracking Method to Explore the Effect of Presence on Online Consumers. In: Stephanidis, C., et al. HCI International 2020 – Late Breaking Papers: Interaction, Knowledge and Social Media. HCII 2020. Lecture Notes in Computer Science(), vol 12427. Springer, Cham. https://doi.org/10.1007/978-3-030-60152-2_50

Download citation

  • DOI: https://doi.org/10.1007/978-3-030-60152-2_50

  • Published:

  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-030-60151-5

  • Online ISBN: 978-3-030-60152-2

  • eBook Packages: Computer ScienceComputer Science (R0)

Publish with us

Policies and ethics

Search

Navigation