The influence of banner position and user experience on recall.The mediating role of visual attention

  1. Francisco Muñoz-Leiva 15
  2. Luís Miguel Faísca 6
  3. Célia M.Q. Ramos 27
  4. Marisol B. Correia 2347
  5. Carlos M.R. Sousa 37
  6. Marouan Bouhachi 8
  1. 1 Sport and Health University Research Institute (iMUDS), Granada, Spain
  2. 2 Research Centre for Tourism, Sustainability and Well-being (CinTurs), Universidade do Algarve, Faro, Portugal
  3. 3 Centre for Tourism Research, Development and Innovation (CiTUR, Universidade do Algarve, Faro, Portugal
  4. 4 CEG-IST, Instituto Superior Técnico, Universidade de Lisboa, Portugal
  5. 5 Department of Marketing and Market Research. University of Granada. Spain
  6. 6 Department of Psychology and Educational Sciences and Center for Biomedical Research, Universidade do Algarve, Faro, Portugal
  7. 7 School of Management, Hospitality and Tourism (ESGHT), Universidade do Algarve, Faro, Portugal
  8. 8 Faculty of Business Science and Economics. University of Granada. Spain
Erakutsi afiliazioak +
Aldizkaria:
Spanish journal of marketing-ESIC

ISSN: 2444-9695,  2444-9709

Argitalpen urtea: 2021

Alea: 25

Zenbakia: 1

Orrialdeak: 85-114

Mota: Artikulua

DOI: 10.1108/SJME-04-2020-0050 DIALNET GOOGLE SCHOLAR lock_openSarbide irekia editor

Beste argitalpen batzuk: Spanish journal of marketing-ESIC

Laburpena

Proposito – Este estudio analiza la eficacia de un banner promocional estatico ubicado en un sitio web de reservas de un hotel en términos de captacion de la atencion visual del visitante examinando como este efecto depende del grado de experiencia del usuario en Internet. Diseño/metodología/enfoque – Se llevo a cabo un experimento utilizando la metodología de seguimiento ocular (eye tracking), junto con un cuestionario autoadministrado. A través de la tecnología de eye tracking, se registraron los movimientos oculares mientras los participantes exploraban el sitio web genérico de un hotel. Los factores considerados en los analisis fueron la posicion del banner en el sitio web y la experiencia de los participantes como usuarios de Internet. Hallazgos – Los hallazgos mostraron que colocar un banner en ciertas ubicaciones de la pagina web puede conducir a un mayor recuerdo, lo que, en parte, parece ser el resultado de la atencion visual que atraen tales posiciones. El analisis de mediacion mostro que las posiciones inferior-derecha e inferior-izquierda tienen un efecto negativo en el recuerdo del banner debido, en parte, a los tiempos de atencion mas cortos y al menor número de fijaciones que provocan esas posiciones. Aunque el nivel de experiencia de Internet del visitante afecto su atencion visual hacia el banner, su impacto en el recuerdo del banner no fue significativo. Los resultados son discutidos considerando qué variables producen mayor efectividad a la hora de captar la atencion del usuario. Implicaciones practicas – El artículo presenta una serie de implicaciones para la literatura de marketing, la gestion hotelera y la sociedad en general. Originalidad/valor – Nuestro estudio es el primero en analizar el impacto de la posicion de un anuncio estatico en la atencion visual y la memoria de los usuarios, considerando el nivel de experiencia del usuario en Internet.

€ Ikusi finantzaketa

Finantzaketari buruzko informazioa

This work was partly supported by the Spanish National Research Programme (R+D+i Research Project ECO2017-88458-R), Andalusian R+D+I Research Programme (B-SEJ-209-UGR18, the project ?Research in NeuroSOCOM?) and by Portuguese national funding through FCT ? Funda??o para a Ci?ncia e a Tecnologia (projects UID/BIM/04773/2019 CBMR; UIDB/04020/2020 CinTurs; UIDB/04470/2020 CiTUR). Finally, the authors also wish to thank prof. Carlos Flavian, SJM-ESIC editor and the anonymous reviewers for their invaluable comments and constructive reflections to enable the publication of this manuscript.

Finantzatzaile

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