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Video Commercial Image Preference Study Through The Web Analytical Tool

Author

Listed:
  • Shih-Yen Huang

    (Huafan University, Taiwan)

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.

Suggested Citation

  • Shih-Yen Huang, 2015. "Video Commercial Image Preference Study Through The Web Analytical Tool," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 6(3), pages 71-85, October.
    • Handle: RePEc:aml:intbrm:v:6:y:2015:i:3:p:71-85
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    References listed on IDEAS

    as
    1. Green, Paul E., 1977. "A new approach to market segmentation," Business Horizons, Elsevier, vol. 20(1), pages 61-73, February.
    2. Jih-Syongh Lin & Shih-Yen Huang, 2013. "Apply Web-based Analytic Tool and Eye Tracking to Study The Consumer Preferences of DSLR Cameras," International Journal of Business Research and Management (IJBRM), Computer Science Journals (CSC Journals), vol. 4(4), pages 99-110, November.
    3. R. Coomber, 1997. "Using the Internet for Survey Research," Sociological Research Online, , vol. 2(2), pages 49-58, June.
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    More about this item

    Keywords

    Website Technique; Commercial Analysis.;

    JEL classification:

    • M0 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - General

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