網路廣告調適性系統開發之探索性研究-以眼球追蹤取向

An Exploratory Study on The Adaptive System of The Internet Advertising Development – An Eye-Tracking Approach

周建穎(Chien-Ying Chou)

指導教授 ： 戴榮賦

國立暨南國際大學/管理學院/資訊管理學系/碩士(2014年)

https://doi.org/10.6837/NCNU.2014.00193

摘要

在電子商務網頁上的網頁廣告吸引顧客注意力作為一個新的溝通方式，而網頁廣告能針對網頁內容而提供相關的廣告。但由於網頁廣告是隨機給予資訊內容，因此提供個人化廣告是一個最理想的方式。本研究開發一個調適性系統去預測使用者的品牌偏好，根據他/她在網頁文章區塊的眼睛注視點，接著即時地提供個人化橫幅廣告給使用者。為了探討該系統的有效性，進行一個眼球追蹤實驗室實驗。結果顯示，本研究的系統，與隨機機率相比有一個較佳的預測能力。

關鍵字

眼球追蹤 ； 個人化廣告 ； 調適性系統 ； 偏好預測

並列摘要

The web advertising on electronic commerce web attracts customer’s attention as a new communication channel, and web advertising could provide relevant advertising of web page content. But web advertising is randomly given information content, therefore, providing a personalized advertising is the best way. In this study, we developed an adaptive system to predict a user’s brand preference according his/her eye fixations on the editorial unit of webpages and then provided personalized banners to the user in a real-time manner. In order to examine the effectiveness of the system, an eye-tracking lab experiment was conducted. The results show that our system has a better prediction capability than by chance.

並列關鍵字

Eye tracking ； Personalized ads ； Adaptive systems ； Preference predict

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