Using Eye Tracking to Understand the Effects of Buy-Key Locations and Distance on Buy-Key Click Intention towards an Ad

Abstract

Abstract: Interface direct-touch advertising, which is widely used in business practice, has changed the contemporary advertising. The current study aims to explore the effects of buy-key locations and distance upon consumers' buy-key click intention when they are browsing an interface direct-touch advertisement, and investigates the impacts of product type and autotelic NFT. To provide more reliable evidence for findings, an eye-tracker device is employed in this study. The results show that the ad will work effectively when the buy-key is located on lower-right and near the central, whereas the upper-right is the worst. This effect is influenced by the nature of product and the degree of consumers' autotelic NFT. This study contributes to expanding the theory of the haptic marketing, and explore the important factors and mediation of the relationship between buy-key and click intention. Further, this study provides theoretical implications for advertisers and designers.

Key words: interface direct-touch advertising, buy-key, eye movement, buy-key click intention, performance of advertising

Zhou Shoujiang, Wang Hong, Li Shan, Ke Ge, Zhou Rui. Using Eye Tracking to Understand the Effects of Buy-Key Locations and Distance on Buy-Key Click Intention towards an Ad[J]. Management Review, 2021, 33(8): 160-170.

References

[1] Brasel S. A., Gips J. Interface Psychology:Touchscreens Change Attribute Importance, Decision Criteria, and Behavior in Online Choice[J]. Cyberpsychology Behavior & Social Networking, 2015,18(9):534-538
[2] Tajadura J., Bianchi B. N., Furfaro E., et al. Sonification of Surface Tapping Changes Behavior, Surface Perception, and Emotion[J]. IEEE Multimedia, 2015,22(1):48-57
[3] 蒋玉石,范婷,阳爽. 背景图案对消费者注意白酒广告的影响研究——来自眼动的证据[J]. 营销科学学报, 2014,10(2):113-120
[4] 蒋玉石,李永建,何丹,等. 网页广告"靶"屏位置的顾客视觉识别效应实验研究[J]. 管理评论, 2009,21(11):38-43
[5] Shen H., Zhang M., Krishna A. Computer Interfaces and the "Direct-Touch" Effect:Can iPads Increase the Choice of Hedonic Food?[J]. Journal of Marketing Research, 2016,53(5):745-758
[6] Tao D., Yuan J., Liu S., et al. Effects of Button Design Characteristics on Performance and Perceptions of Touchscreen Use[J]. International Journal of Industrial Ergonomics, 2018,64(March):59-68
[7] 于文勃,王佩金,苏晓雨,等. 标签位置和内容对女性网购影响的眼动研究[J]. 心理与行为研究, 2016,14(5):691-696
[8] Boerman S. C., Reijmersdal E. A. V., Neijens P. C. Using Eye Tracking to Understand the Effects of Brand Placement Disclosure Types in Television Programs[J]. Journal of Advertising, 2015,44(3):196-207
[9] Park Y. S., Han S. H. Touch Key Design for One-Handed Thumb Interaction with a Mobile Phone:Effects of Touch Key Size and Touch Key Location[J]. International Journal of Industrial Ergonomics, 2010,40(1):68-76
[10] Tao D., Chen Q., Yuan J., et al. Effects of Key Size, Gap and the Location of Key Characters on the Usability of Touchscreen Devices in Input Tasks[M]. Berlin:Springer Berlin Heidelberg, 2017
[11] Angulo J., Wästlund E. Exploring Touch-Screen Biometrics for User Identification on Smart Phones[M]. Berlin:Springer Berlin Heidelberg, 2017
[12] Kretzschmar H., Spies M., Sprunk C., et al. Socially Compliant Mobile Robot Navigation via Inverse Reinforcement Learning[J]. International Journal of Robotics Research, 2016,35(11):1289-1307
[13] Trudeau M. B., Udtamadilok T., Karlson A. K., et al. Thumb Motor Performance Varies by Movement Orientation, Direction, and Device Size during Single-Handed Mobile Phone Use[J]. Human Factors, 2012,54(1):52-59
[14] Zhu Y., Meyer J. Getting in Touch with Your Thinking Style:How Touchscreens Influence Purchase[J]. Journal of Retailing & Consumer Services, 2017,38(September):51-58
[15] 柳武妹,王静一,邵建平. 消费者触摸渴望的形成机制解析——基于认知体验视角[J]. 心理学报, 2016,48(4):410-422
[16] Peck J., Childers T. L. Individual Differences in Haptic Information Processing:The "Need for Touch" Scale[J]. Journal of Consumer Research, 2003,30(3):430-442
[17] Peck J., Barger V. A., Webb A. In Search of a Surrogate for Touch:The Effect of Haptic Imagery on Perceived Ownership[J]. Journal of Consumer Psychology, 2013,23(2):189-196
[18] Nuszbaum M., Voss A., Klauer K. C. Assessing Individual Differences in the Need for Interpersonal Touch and Need for Touch[J]. Social Psychology, 2014,45(1):31-40
[19] Choi Y. K., Taylor C. R. How do 3-Dimensional Images Promote Products on the Internet?[J]. Journal of Business Research, 2014,67(10):2164-2170
[20] Barsalou L. W., Kyle S. W., Barbey A. K., et al. Grounding Conceptual Knowledge in Modality-Specific Systems[J]. Trends in Cognitive Sciences, 2003,7(2):84-91
[21] Ping R. M., Dhillon S., Beilock S. L. Reach for What You Like:The Body's Role in Shaping Preferences[J]. Emotion Review, 2009,1(2):140-150
[22] Escalas J. E. Imagine Yourself in the Product:Mental Simulation, Narrative Transportation, and Persuasion[J]. Journal of Advertising, 2004,33(2):37-48
[23] Praxmarer S. Message Strength and Persuasion when Consumers Imagine Product Usage[J]. Journal of Consumer Behaviour, 2011,10(4):225-231
[24] Jeong E. H., Jang S. C. Imagine Yourself Being Healthy:The Mental Simulation Effect of Advertisements on Healthy Menu Promotion[J]. International Journal of Hospitality Management, 2016,53(February):81-93
[25] 韩德昌,王艳芝. 心理模拟:一种有效预防冲动购买行为的方法[J]. 南开管理评论, 2012,15(1):142-150
[26] 李宝珠,魏少木. 广告诉求形式对产品反馈的影响作用:基于眼动的证据[J]. 心理学报, 2018,50(1):69-81
[27] 贾佳,王逸瑜,蒋玉石,等. 基于眼动的创意广告重复效应研究[J]. 管理学报, 2017,14(8):1219-1226
[28] Brasel S. A., Gips J. Tablets, Touchscreens, and Touchpads:How Varying Touch Interfaces Trigger Psychological Ownership and Endowment[J]. Journal of Consumer Psychology, 2014,24(2):226-233
[29] Workman J. E., Cho S. Gender, Fashion Consumer Group, Need for Touch and Korean Apparel Consumers' Shopping Channel Preference[J]. International Journal of Consumer Studies, 2013,37(5):522-529
[30] Elder R. S., Krishna A. The "Visual Depiction Effect" in Advertising:Facilitating Embodied Mental Simulation through Product Orientation[J]. Journal of Consumer Research, 2012,38(6):988-1003
[31] Dahl D. W., Hoeffler S. Visualizing the Self:Exploring the Potential Benefits and Drawbacks for New Product Evaluation[J]. Journal of Product Innovation Management, 2010,21(4):259-267
[32] Martins J., Costa C., Oliveira T., et al. How Smartphone Advertising Influences Consumers' Purchase Intention[J]. Journal of Business Research, 2019,94(January):378-387
[33] Kim Y. J., Han J. Why Smartphone Advertising Attracts Customers:A Model of Web Advertising, Flow, and Personalization[M]. Amsterdam:Elsevier Science Publishers, 2014
[34] 吴水龙,洪瑞阳,蒋廉雄,等. "直白"还是"含蓄"?基于卷入度和图文修辞方式的广告效果研究[J]. 管理评论, 2017,29(9):133-142
[35] 张初兵,李东进,吴波,等. 购物网站氛围线索与感知互动性的关系[J]. 管理评论, 2017,29(8):91-100
[36] Thomsen S. R., Fulton K. Adolescents' Attention to Responsibility Messages in Magazine Alcohol Advertisements:An Eye-Tracking Approach[J]. Journal of Adolescent Health, 2007,41(1):27-34
[37] 舒华,张亚旭. 心理学研究方法:实验设计和数据分析[M]. 北京:人民教育出版社, 2008
[38] Baron R., Kenny D. The Moderator-Mediator Variable Distinction in Social Psychological Research:Conceptual, Strategic, and Statistical Considerations[J]. Journal of Personality and Social Psychology, 1986,51(6):1173-1182
[39] Cho S., Workman J. Gender, Fashion Innovativeness and Opinion Leadership, and Need for Touch:Effects on Multi-Channel Choice and Touch/Non-Touch Preference in Clothing Shopping[J]. Journal of Fashion Marketing & Management, 2011,15(3):363-382
[40] Cnnic. The 40th China Statistical Report on Internet Development[R]. China Internet Network Information Center, 2017