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.
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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
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