Management Review ›› 2021, Vol. 33 ›› Issue (8): 160-170.

• Marketing • Previous Articles     Next Articles

Using Eye Tracking to Understand the Effects of Buy-Key Locations and Distance on Buy-Key Click Intention towards an Ad

Zhou Shoujiang1, Wang Hong2, Li Shan1, Ke Ge1, Zhou Rui1   

  1. 1. Business School, Sichuan University, Chengdu 610065;
    2. Guanghua School of Management, Peking University, Beijing 100871
  • Received:2018-05-07 Online:2021-08-28 Published:2021-09-04

Abstract: Interface direct-touch advertising, which is widely used in business practice, has changed the contemporary advertising. The current study aims to explore the effects of buy-key locations and distance upon consumers' buy-key click intention when they are browsing an interface direct-touch advertisement, and investigates the impacts of product type and autotelic NFT. To provide more reliable evidence for findings, an eye-tracker device is employed in this study. The results show that the ad will work effectively when the buy-key is located on lower-right and near the central, whereas the upper-right is the worst. This effect is influenced by the nature of product and the degree of consumers' autotelic NFT. This study contributes to expanding the theory of the haptic marketing, and explore the important factors and mediation of the relationship between buy-key and click intention. Further, this study provides theoretical implications for advertisers and designers.

Key words: interface direct-touch advertising, buy-key, eye movement, buy-key click intention, performance of advertising