Abstract
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.
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Seo, Y.W., Chae, S.W., Lee, K.C. (2012). The Impact of Human Brand Image Appeal on Visual Attention and Purchase Intentions at an E-commerce Website. In: Pan, JS., Chen, SM., Nguyen, N.T. (eds) Intelligent Information and Database Systems. ACIIDS 2012. Lecture Notes in Computer Science(), vol 7198. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-28493-9_1
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DOI: https://doi.org/10.1007/978-3-642-28493-9_1
Publisher Name: Springer, Berlin, Heidelberg
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