Abstract
Consumers are considered to adopt a higher degree of involvement and a stronger purchase purpose, when they view the vertical searching ads. But the conscious process is still not explored exactly yet. In this paper, the effect of online vertical searching advertising design factors on customer’s presence and the relationship between presence and customer’s behavioral intentions are found through the eye movement and questionnaire. The data of 30 subjects is collected jointly through the eye-tracking technology and questionnaire survey, including their eye movement toward the different ads, the subjective evaluation of presence, trust, pleasure and behavior al intentions. On this basis, the multivariate analysis of variance method is used to analyze the influence of online vertical searching advertising design elements on user’s presence and behavioral intentions. The results show that the vivid model and background picture of vertical searching advertising as well as other consumers’ evaluation information listed below can shorten customer’s the time and difficulty of advertising information extraction, and improve customer’s presence which will affect customer’s behavioral intentions through trust and pleasure. The vertical searching advertising with mouse interaction can reduce the difficulty of customer’s information extraction, but as the dynamic screen will interfere with customer’s continuing browsing, it should be carefully applied. What we’ve found can be useful in exploring the consumer’s conscious process and give a reference for the ads designers on how to attract and persuade consumers to buy through vertical searching ads.
This is a preview of subscription content, log in via an institution to check access.
Access this chapter
Tax calculation will be finalised at checkout
Purchases are for personal use only
References
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.-Mediated Commun. (1), 187–223 (1992)
Peukert, C., Pfeiffer, J., Meißner, M., et al.: Shopping in virtual reality stores: the influence of immersion on system adoption. J. Manag. Inf. Syst. 36(3), 755–788 (2019)
Jahng, H., Jain, K.T.: Effective design of electronic commerce environments: a proposed theory of congruence and an illustration, systems, man and cybermetics, Part A. IEEE Trans. Syst. Man Cybern. 30, 456–471 (2000)
Xiaojun, Y., Xiaoxia, C., Zhengcao, C., et al.: Attentional bias towards threatening visual stimuli in a virtual reality-based visual search task. Acta Psychol. Sin. 50(6), 622–636 (2018)
Quesnel, D., Riecke, B.E.: Are you awed yet? How virtual reality gives us awe and goose bumps. Front. Psychol. 9(2), 158 (2018)
De La Rosa, S., Breidt, M.: Virtual reality: a new track in psychological research. Br. J. Psychol. 109(3), 427–430 (2018)
Chuan-Hoo, T., Juliana, S., Chee, W.P.: An empirical assessment of second life vis-a-vis chatroom on media perceptual assessment and actual task performance. IEEE Trans. Eng. Manag. 59(3), 379–389 (2012)
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)
Jeong, S.W., Chung, J.-E., Fiore, A.M.: The effects of shopping motivation and an experiential marketing approach on consumer responses toward small apparel retailers. Fashion Ind. Educ. 15(2), 11–24 (2017)
Kaya, B., Behravesh, E., Abubakar, A.M., et al.: The moderating role of website familiarity in the relationships between e-service quality, e-satisfaction and e-loyalty. J. Internet Commer. 18(4), 369–394 (2019)
Zhong, Q.: The research on Customer’s online impulse purchase. Intelligence (21), 209 (2019)
Argo, J.J., Dahl, D.W.: Social influence in the retail context: a contemporary review of the literature. J. Retail. 96(1), 25–39 (2020)
Jha, S., Balaji, M.S., Peck, J., et al.: The effects of environmental haptic cues on consumer perceptions of retailer warmth and competence. J. Retail. 96(4), 590–605 (2020). https://doi.org/10.1016/j.jretai.2020.04.003
He, A., Gao, J.: A research on the influence of consumer’s goodwill on word-of-mouth communication and negative information avoidance. J. Manag. 16(1), 123 (2019)
Shatnawi, T., Ashour, L., Kakeesh, D.: Investigating the impact of atmospherics and online flow cues on visiting intentions: the case of Jordan’virtual tourist centre. Int. J. Electron. Mark. Retail. 11(1), 1–23 (2020)
Zhao, H., Cai, Z., He, S.: A research on online interaction and impulse purchase of online commodity display bases on virtual perspective. J. Manag. 18(01), 133–141 (2014)
Jiang, C., Zhao, H., Meng, L.: A research on B2C online shopping interaction and consumers impulsive purchas. Explor. Econ. Probl. (5), 64–73 (2014)
Sajjadi, P., Hoffmann, L., Cimiano, P., et al.: A personality-based emotional model for embodied conversational agents: effects on perceived social presence and game experience of users. Entertainment Comput. 32, 100313 (2019). https://doi.org/10.1016/j.entcom.2019.100313
Heng, S., Zhao, H., Sun, L., et al.: The personification effect of virtual sales agency. Adv. Psychol. Sci. 27(05), 884–904 (2019)
Guitart, I.A., Hervet, G., Hildebrand, D.: Using eye-tracking to understand the impact of multitasking on memory for banner ads: the role of attention to the ad. Int. J. Advert. 38(1), 154–170 (2019)
Xu, J., Wang, H.: A review of eye tracking studies in readding behavior. Science 28(2), 52 (2020)
Van Hooijdonk, R., Mathot, S., Schat, E., et al.: Touch-induced pupil size reflects stimulus intensity, not subjective pleasantness. Exp. Brain Res. 237(1), 201–210 (2019)
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). https://doi.org/10.1016/j.omega.2004.01.006
Gefen, D., Karahanna, E., Straub, D.W.: Trust and TAM in online shopping: an integrated model. MIS Q. 27(1), 51–90 (2003)
Wang, Q., Zheng, C., Zhou, G.: An empirical study on the relationship between B2C website design factors and initial trust. J. Manag. 6(4), 495–501 (2009)
Hu, L., Bentler, P.M.: Cutoff criteria for fit indexes in covariance structure analysis: conventional criteria versus new alternatives. Struct. Equ. Model. 6(1), 1–55 (1999)
Raykov, T.: Estimation of composite reliability for congeneric measures. Appl. Psychol. Meas. 21(2), 173–184 (1997)
Author information
Authors and Affiliations
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2021 Springer Nature Switzerland AG
About this paper
Cite this paper
Sun, Y. (2021). A Study on the Effect of Online Vertical Searching Advertising Presence Towards Customer Behavioral Intentions. In: Duffy, V.G. (eds) Digital Human Modeling and Applications in Health, Safety, Ergonomics and Risk Management. AI, Product and Service. HCII 2021. Lecture Notes in Computer Science(), vol 12778. Springer, Cham. https://doi.org/10.1007/978-3-030-77820-0_28
Download citation
DOI: https://doi.org/10.1007/978-3-030-77820-0_28
Published:
Publisher Name: Springer, Cham
Print ISBN: 978-3-030-77819-4
Online ISBN: 978-3-030-77820-0
eBook Packages: Computer ScienceComputer Science (R0)