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Towards the Tradeoff Between Online Marketing Resources Exploitation and the User Experience with the Use of Eye Tracking

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Intelligent Information and Database Systems (ACIIDS 2016)

Part of the book series: Lecture Notes in Computer Science ((LNAI,volume 9621))

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Abstract

Online systems are often overloaded with marketing content and as a result, perceived intrusiveness negatively affects the user experience and the evaluation of the website. Intentional and unintentional avoidance of the commercial content creates the need for compromise solutions from both the perspective of user experience and business goals. The presented research shows a unique approach to search for tradeoffs between the editorial content and the intensity of marketing components with the use of eye tracking and the multiple-criteria decision analysis methods.

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Acknowledgments

The work was partially supported by European Union’s Seventh Framework Programme for research, technological development and demonstration under grant agreement no. 316097 [ENGINE] and by the National Science Centre, the decision no. DEC-2013/09/B/ST6/02317.

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Authors and Affiliations

  1. Department of Computational Intelligence, Wrocław University of Technology, Wybrzeże Wyspiańskiego 27, 50-370, Wrocław, Poland

    Jarosław Jankowski & Przemysław Kazienko

  2. The Jacob of Paradyż University of Applied Sciences in Gorzów Wielkopolski, Teatralna 25, 66-400, Gorzów Wielkopolski, Poland

    Paweł Ziemba

  3. West Pomeranian University of Technology, Szczecin, Żołnierska 49, 71-210, Szczecin, Poland

    Jarosław Jankowski & Jarosław Wątróbski

Authors
  1. Jarosław Jankowski
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  2. Paweł Ziemba
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  3. Jarosław Wątróbski
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  4. Przemysław Kazienko
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Correspondence to Jarosław Jankowski .

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Editors and Affiliations

  1. Wrocław University of Technology, Wrocław, Poland

    Ngoc Thanh Nguyen

  2. Wrocław University of Technology, Wrocław, Poland

    Bogdan Trawiński

  3. Iwate Prefectural University, Takizawa, Japan

    Hamido Fujita

  4. National University of Kaohsiung, Kaohsiung, Taiwan

    Tzung-Pei Hong

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Jankowski, J., Ziemba, P., Wątróbski, J., Kazienko, P. (2016). Towards the Tradeoff Between Online Marketing Resources Exploitation and the User Experience with the Use of Eye Tracking. In: Nguyen, N.T., Trawiński, B., Fujita, H., Hong, TP. (eds) Intelligent Information and Database Systems. ACIIDS 2016. Lecture Notes in Computer Science(), vol 9621. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-49381-6_32

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  • DOI: https://doi.org/10.1007/978-3-662-49381-6_32

  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-662-49380-9

  • Online ISBN: 978-3-662-49381-6

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