Video Commercial Image Preference Study Through The Web Analytical Tool

Shih-Yen Huang ()
Additional contact information
Shih-Yen Huang: Huafan University, Taiwan

International Journal of Business Research and Management (IJBRM), 2015, vol. 6, issue 3, 71-85

Abstract: In the web Kansei image survey, one single perspective view, instead of multiple views for detailed product information, is often used for evaluation. Moreover, on-line video commercials are rarely seen in marketing survey. To solve the insufficient product information problem, this study integrates the eye tracking system to offer more precise data in addition to the multiple perspective views in the 2-dimensioal web analytical system. For commercial image test, video files are added in the web analytical system The web technique and quantitative analytical method are expected to help enterprises in their consumer attitude and image evaluation through video commercials. Through the web analytical system, the image and target user group preference analysis can be conducted for the references of marketing. In this study, four motorbike brands, SYM, KYMCO, YAMAHA, PGO, are used for the image preference survey. Through such a web analytical system, the coordinate values for the video commercials can be obtained for product positioning analysis in real time to select a proper video commercial with better image perceptions for further development. The survey verifies the suitability and feasibility of integrating video files with multiple views in the web analytical system. This will upgrade the total function and service of the web analytical system in new product design and marketing commercial development.

Keywords: Website Technique; Commercial Analysis. (search for similar items in EconPapers)
JEL-codes: M0 (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.cscjournals.org/manuscript/Journals/IJ ... Issue3/IJBRM-190.pdf (application/pdf)
https://www.cscjournals.org/library/manuscriptinfo.php?mc=IJBRM-190 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aml:intbrm:v:6:y:2015:i:3:p:71-85

Access Statistics for this article

International Journal of Business Research and Management (IJBRM) is currently edited by Dr. Mattei Cristofaro

More articles in International Journal of Business Research and Management (IJBRM) from Computer Science Journals (CSC Journals)
Bibliographic data for series maintained by Nabeel Tahir ().