The Effect of Webpage Complexity and Banner Animation on Banner Effectiveness in a Free Browsing Task

Wei-lin, Liu; Liang, Xiaoning; Fan-tao, Liu

doi:10.1080/10447318.2018.1516843

Cited by 29 publications

(20 citation statements)

References 37 publications

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“…In the case of the significantly smaller pupil size of attractive DPTDs, it was consistent with the results of Babiker, Faye 45 whose research showed a significant increase in pupil dilation during the processing of negative and positive sound stimuli with greater increase for negative stimuli 46 . But the result of this study was not in line with Bradley et al and Henderson et al In their study, the results showed that pupillary increases were larger when subjects viewed pleasant stimuli compared with unpleasant ones 47 .…”

Section: Discussionsupporting

confidence: 89%

Aesthetic study of patterns based on event‐related potential and eye‐tracking: Taking the decorative patterns of the Tang dynasty as an example

Zhang

2020

J Soc Info Display

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The decorative patterns of Tang dynasty (DPTD) combine Chinese and western styles, providing inspirations to designers. The main purpose of the study is to summarize aesthetic cognition for DPTD and improve modern Tang style products design, thus introducing new materials and ideas to modern products design. The event‐related potential (ERP) and eye‐tracking were mainly used to study DPTD, exploring early reactions of brain nerves in the process of aesthetic cognition of DPTD, and analyze people's aesthetic process during tests. The results showed that attractive DPTDs attracted more fixation counts and longer second fixation time than those of unattractive DPTDs. When watching attractive DPTDs, pupil sizes of subjects were significantly smaller than those of unattractive DPTDs. In addition, attractive DPTDs induced larger amplitude of P300 than unattractive. N2 was strongly activated in the parietal and occipital areas, whereas P300 was strongly activated in the prefrontal to parietal areas. At the same time, this study found that in the process of people's aesthetic appreciation, attractive DPTDs would make people have a pleasant subjective feeling. This study adopts the method of combining ERP with eye‐tracking and provides a new method and design idea to guide the design of modern Tang‐style products.

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Section: Discussionsupporting

confidence: 89%

Aesthetic study of patterns based on event‐related potential and eye‐tracking: Taking the decorative patterns of the Tang dynasty as an example

Zhang

2020

J Soc Info Display

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“…This closely links with the previous research suggesting that consumers spend more time assessing purchase options than the actual purchase process [Cortinas et al 2019a]. The web pages of a low-complexity [Liu et al 2019] and with concise designs [Hsu et al 2018] attract users' attention more, and consumers shift their attention between brand, price and visual information about the products shown within the search results, with image information being the most important [Cortinas et al 2019b]. Past research found that females inspect images faster than males [Abdi Sargezeh et al 2019], in our research both males and females attended to the product photos in a similar way.…”

Section: Discussionsupporting

confidence: 87%

Mobile Consumer Behavior in Fashion m-Retail

Tupikovskaja-Omovie

Tyler

2020

ACM Symposium on Eye Tracking Research and Applications

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With exponential adoption of mobile devices, consumers increasingly use them for shopping. There is a need to understand the gender differences in mobile consumer behavior. This study used mobile eye tracking technology and mixed-method approach to analyze and compare how male and female mobile fashion consumers browse and shop on smartphones. Mobile eye tracking glasses recorded fashion consumers' shopping experiences using smartphones for browsing and shopping on the actual fashion retailer's website. 14 participants successfully completed this study, half of them were males and half females. Two different data analysis approaches were employed, namely a novel framework of the shopping journey, and semantic gaze mapping with 31 Areas of Interest (AOI) representing the elements of the shopping journey. The results showed that male and female users exhibited significantly different behavior patterns, which have implications for mobile website design and fashion m-retail. The shopping journey map framework proves useful for further application in market research. CCS CONCEPTS • Human-centered computing → Smartphones; Empirical studies in ubiquitous and mobile computing; Empirical studies in interaction design; • Information systems → Online shopping; • Applied computing → Online shopping; Marketing; Decision analysis; • Social and professional topics → User characteristics; Men; Women.

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“…The development of mobile marketing during the COVID-19 pandemic has witnessed a drastic growth of homogeneous marketing contents that are of little value to the users delivered through mobile marketing. The rapid aimless browsing pattern of users navigating through these contents is identified as free-browsing (Liu et al, 2019 ). The interface designs that carry mobile marketing contents attract user interaction intentions under this browsing paradigm before a careful scrutiny of the marketing contents.…”

Section: Introductionmentioning

confidence: 99%

The Implicit Aesthetic Preference for Mobile Marketing Interface Layout—An ERP Study

Wang

Xiao

et al. 2021

Front. Hum. Neurosci.

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Businesses and scholars have been trying to improve marketing effect by optimizing mobile marketing interfaces aesthetically as users browse freely and aimlessly through mobile marketing interfaces. Although the layout is an important design factor that affects interface aesthetics, whether it can trigger customer's aesthetic preferences in mobile marketing remains unexplored. To address this issue, we employ an empirical methodology of event-related potentials (EPR) in this study from the perspective of cognitive neuroscience and psychology. Subjects are presented with a series of mobile marketing interface images of different layouts with identical marketing content. Their EEG waves were recorded as they were required to distinguish a target stimulus from the others. After the experiment, each of the subjects chose five stimuli interfaces they like and five they dislike. By analyzing the ERP data derived from the EEG data and the behavioral data, we find significant differences between the disliked interfaces and the other interfaces in the ERP component of P2 from the frontal-central area in the 200–400 ms post-stimulus onset time window and LPP from both the frontal-central and parietal-occipital area in the 400–600 ms time window. The results support the hypothesis that humans do make rapid implicit aesthetic preferences for interface layouts and suggest that even under a free browsing context like the mobile marketing context, interface layouts that raise high emotional arousal can still attract more user attention and induce users' implicit aesthetic preference.

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The Effect of Webpage Complexity and Banner Animation on Banner Effectiveness in a Free Browsing Task

Cited by 29 publications

References 37 publications

Aesthetic study of patterns based on event‐related potential and eye‐tracking: Taking the decorative patterns of the Tang dynasty as an example

Aesthetic study of patterns based on event‐related potential and eye‐tracking: Taking the decorative patterns of the Tang dynasty as an example

Mobile Consumer Behavior in Fashion m-Retail

The Implicit Aesthetic Preference for Mobile Marketing Interface Layout—An ERP Study

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