How Do Web Users Respond to Non-Banner-Ads Animation? The Effects of Task Type and User Experience

Journal of the American Society for Information Science and Technology, Vol. 58, No. 10, pp. 1467–1482, 2007

16 Pages Posted: 26 Dec 2011

See all articles by Weiyin Hong

Weiyin Hong

University of Nevada, Las Vegas

James Y.L. Thong

HKUST Business School

Kar Yan Tam

Hong Kong University of Science and Technology

Date Written: December 26, 2011

Abstract

Prior research on Web animation typically focuses on banner ads, where the findings suggest that users are capable of ignoring the animation when performing online tasks. Research on non-banner-ads animation (e.g., animation applied to the main content of an e-commerce Web site), however, is relatively scarce with inconclusive results. We propose that the effects of non-banner-ads animation are moderated by task type and the Web user’s experience with the animation. Drawing upon divided attention theories, especially the central capacity theory, this research investigates the effects of non-banner-ads animation on Web users’ clicking behavior, task performance, and perceptions through an online shopping experiment. The results show that non-banner-ads animation does attract Web users’ attention, with the animated item more likely to be clicked first and also more likely to be purchased when users are performing browsing tasks. Meanwhile, Web users’ task performance and perceptions are negatively affected in the presence of animation. Moreover, the negative effects of animation on task performance are greater in browsing tasks than in searching tasks. Finally, experience can help Web users to reduce the distraction from animation and is more effective when users are engaged in searching tasks than when they are engaged in browsing tasks.

Keywords: banner ad, animation, web site, task type, user experience, central capacity theory, online shopping, searching task, browsing task

Suggested Citation

Hong, Weiyin and Thong, James Y.L. and Tam, Kar Yan, How Do Web Users Respond to Non-Banner-Ads Animation? The Effects of Task Type and User Experience (December 26, 2011). Journal of the American Society for Information Science and Technology, Vol. 58, No. 10, pp. 1467–1482, 2007, Available at SSRN: https://ssrn.com/abstract=1976954

Weiyin Hong

University of Nevada, Las Vegas ( email )

4505 S. Maryland Parkway
Las Vegas, NV 89154
United States

James Y.L. Thong (Contact Author)

HKUST Business School ( email )

Clear Water Bay
Kowloon
Hong Kong

HOME PAGE: http://jthong.people.ust.hk/

Kar Yan Tam

Hong Kong University of Science and Technology ( email )

Clear Water Bay, Kowloon
Hong Kong

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