발간년도 : [2016]
| 논문정보 |
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| 논문명(한글) |
[Vol.11, No.4] The Impact of Cinemagraph of CG style on Visual Attention and Purchase Intentions at the Detailed Product Page of E-commerce Website: An Eye-tracking Research Approach |
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| 논문투고자 |
Jiseob Park, Mingu Kang, Kwangsu Cho |
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| 논문내용 |
Cinemagraphs that are widely used in the field of marketing are a new type of image which can give viewers visual attention and increase purchase intension by playing the part of the image repeatedly as an animation. This research examines the differences between the effects of Cinemagraph of CG style on visual attention and purchase intention compared to existing still-image in order to confirm that the existing studies of Cinemagraph and similar results can be derived. For the purpose of this research, we selected high sales Air Conditioner, Washing Machine, and Refrigerator on the open market in 2015 as samples and exposed an image of each product that is made of Cinemagraph and still-image to 32 subjects. We set the image and explanation of the detailed product page as each AOI (Area of Interest) by using Tobii x120 eye-tracker, measured the visual attention i.e. how long the subjects keep their eye on each one of the two parts, and checked their purchase intention of the related product through conducting a survey as well. Also, through T-test and MANOVA (Multivariate analysis of variance), we verified that this study is relevant statistically. The results show that the subject who saw Cinemagraph page of products took longer time to gaze at the image part of that page than the opposite subject and we got to know that they had stronger purchase intention. |
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