Do not allow pop-up ads to appear too early: Internet users' browsing behaviour to pop-up ads.
This study examines the timing of pop-up advertising appearance and its effect on perceived intrusiveness, advertising irritation and advertising avoidance. Experiment was designed to build a virtual Internet environment (including the main content on the webpage and a pop-up ad) and to manipulate t...
| Publicado en: | Behaviour & Information Technology Vol. 40; no. 16; pp. 1796 - 1806 |
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| Autores principales: | , , , |
| Formato: | pictorial research tables/charts Journal Article |
| Publicado: |
Taylor & Francis Ltd
Dec2021
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| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=153951017&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 153951017 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 0144929X B6Q jtl: Behaviour & Information Technology issn: 0144929X maglogo: Y pubinfo: dt: Dec2021 vid: 40 iid: 16 pid: 377 pub: Taylor & Francis Ltd place: Philadelphia, Pennsylvania artinfo: ui: 153951017 145557602 153951017 153951017 10.1080/0144929X.2020.1784282 153951017 ppf: 1796 ppct: 10 formats: tig: atl: Do not allow pop-up ads to appear too early: Internet users' browsing behaviour to pop-up ads. aug: au: Hsieh, Ai-Yun Lo, Shao-Kang Chiu, Yu-Ping Lie, Ting affil: Master Program of Marketing, College of Business, Chinese Culture University, Taipei, Taiwan, R.O.C sug: subj: Advertising Methods Time Management Evaluation Information Seeking Behavior Internet Human Internet Addiction Psychosocial Factors Web Browsers Experimental Studies Task Performance and Analysis ab: This study examines the timing of pop-up advertising appearance and its effect on perceived intrusiveness, advertising irritation and advertising avoidance. Experiment was designed to build a virtual Internet environment (including the main content on the webpage and a pop-up ad) and to manipulate the timing of the pop-up advertising appearance. Participants were invited to participate in two experiments, and then assigned to a specific target browsing task; their advertising browsing activities during the task were measured. In order to measure their cognitive advertising avoidance, an eye-tracking device was utilised to gain objective and accurate psychological information. Results showed that earlier pop-up advertising appearances are associated with a lower consumer fixation count and fixation length; in contrast, pop-up advertising that appears later is associated with a higher fixation count and fixation length. This study attempts to gain more objective and accurate psychological data by using an eye-tracking device to collect information about eye movements associated with the appearance of pop-up advertising to better analyse consumer behaviours towards them. These results offer insights to Internet advertisers and Internet platform companies on how to provide more efficient Internet advertising. pubtype: Academic Journal doctype: pictorial research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
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