Anzeige
Erschienen in:
2012 | OriginalPaper | Buchkapitel
The Impact of Human Brand Image Appeal on Visual Attention and Purchase Intentions at an E-commerce Website
verfasst von : Young Wook Seo, Seong Wook Chae, Kun Chang Lee
Erschienen in: Intelligent Information and Database Systems
Verlag: Springer Berlin Heidelberg
Aktivieren Sie unsere intelligente Suche, um passende Fachinhalte oder Patente zu finden.
Wählen Sie Textabschnitte aus um mit Künstlicher Intelligenz passenden Patente zu finden. powered by
Markieren Sie Textabschnitte, um KI-gestützt weitere passende Inhalte zu finden. powered by
The purpose of this study was to examine how human brand image appeal affects visual attention using eye-tracker, a visual attention measuring apparatus, at an e-commerce website. Additionally, we examined the effect of human brand image appeal on purchase intention using a questionnaire method. We conducted an eye-tracker experiment, collected survey data, and conducted interviews with each participant using laptop and perfume products. After collecting 108 valid data, the human brand images were divided into three groups: high human brand image appeal group, low human brand image appeal group, and no human brand group. We applied MANOVA and t-tests to analyze the data. The results showed that the level of human brand image appeal has a significant influence on a consumer’s visual attention and purchase intention towards a product. Both visual attention (human brand and product AOI) and purchase intention are highest for the high image appeal group.