| With the rapid development of information technology,all kinds of products have been produced,which enable consumers to have more options to choose what they like.As a result,advertisement plays an important role in marketing.In recent years,some video websites allow users to select advertisements by themselves.It is believed that user choice can reduce their rejection degree,focus their attention on online video advertising as well as provide good example for advertising.Consequently,effectiveness of advertisement choice needs further study.This paper aims to analyze influence of advertisement choice on online video advertising by using eye-tracking technology and questionnaire.Based on theory of advertising psychology,choice and psychological resistance,this paper analyses difference of users' attention in terms of self-selected and constraint.Further,this paper carried out the empirical analysis based on advertising type and advertising display time,where fixation duration and visit duration are selected as eye-tracking indicators.Besides,questionnaire was used to measure advertising memory,advertising attitude,gender and need for cognition of subjects.Results show that advertisement with choice can attract more attention from users,and the perfect condition occurs when there are three or four options.Moreover,women spend more time on advertisement than man,and user's eye-tracking level has a positive impact on advertising memory and attitude.This paper is the further research of influence of self-choice advertisement on users,which offers support means for decision-making in video advertising as well as provides insights for future research. |
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