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Video Commercial Image Preference Study Through The Web Analytical Tool
Shih-Yen Huang
Pages - 71 - 85     |    Revised - 30-09-2015     |    Published - 31-10-2015
Volume - 6   Issue - 3    |    Publication Date - September / October 2015  Table of Contents
Website Technique, Commercial Analysis.
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.
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Mr. Shih-Yen Huang
Huafan University - Taiwan