IMPACT OF ANIMATION AND LANGUAGE ON BANNER CLICK-THROUGH RATES

被引：0

作者：

Zorn, Steffen ^{[1
]}

Olaru, Doina ^{[2
]}

Veheim, Thomas ^{[3
]}

Zhao, Sam ^{[4
]}

Murphy, Jamie ^{[5
]}

机构：

[1] Curtin Univ Technol, Sch Business, Sch Mkt, Perth, WA 6845, Australia

[2] Univ Western Australia, Sch Business, Crawley, WA 6009, Australia

[3] AdLink Media Norway, N-5803 Bergen, Norway

[4] Ineedhits Com, Claremont, WA 6019, Australia

[5] Murdoch Univ, Sch Business, Murdoch, WA 6150, Australia

来源：

JOURNAL OF ELECTRONIC COMMERCE RESEARCH | 2012年 / 13卷 / 02期

关键词：

banner advertisement; click-through rates; Elaboration Likelihood Model; ADVERTISING EFFECTIVENESS; FORCED-EXPOSURE; WEB; MEMORY; INFORMATION; DESIGN; MODEL;

D O I：

暂无

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This field experiment tested the impact of animation and language on the click-through rate (CTR) of banner advertisements across two website types. Animation results of over one million banner impressions were inconsistent for social networking and information websites. As expected, two languages, English and Norwegian, showed insignificant CTR differences. The CTR was under one tenth of one percent (0.1%), consistent with low reported CTRs for traditional advertising banners. The study contributes to research in testing different website design elements, an under researched area.

引用

页码：173 / 183

页数：11

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