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 (온라인 쇼핑몰 상품 상세 페이지에 적용된 CG형태의 시네마그래프가 시각적 주의와 구매의도에 미치는 영향: 아이트래킹 연구를 중심으로)

Jiseob Park (박지섭); Mingu Kang (강민구); Kwangsu Cho (조광수)

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

Journal of Knowledge Information Technology and Systems
Abbr : JKITS
2016, 11(4), pp.403-412
Publisher : Korea Knowledge Information Technology Society
Research Area : Interdisciplinary Studies > Interdisciplinary Research
Published : August 31, 2016

Jiseob Park ¹, Mingu Kang ¹, Kwangsu Cho ¹

¹연세대학교

Accredited

ABSTRACT

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.

KEYWORDS

Cinemagraph, Purchase intention, Eye-tracking, Visual attention

Citation status

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