Abstract
This study utilized the eye‐tracking technology to investigate consumers' behavioral responses in three different streaming media advertising forms. Thirty‐two undergraduates and postgraduates participated in this study, and their eye‐movement data were collected as they viewed four different types of streaming media advertisements on Web pages coded in Chinese. Considering audiences' online status, both browsing scenario and information search scenario are designed. Through analysing the impact of advertisement forms on audience by using the two‐way analysis of variance, the results show that (i) audiences are more sensitive to streaming media advertising when they are in the information search scenario; (ii) ordinary floating layer advertising and Tear Page Advertising capture more attention than iTouch and hurdles advertising; and (iii) the play time do affect audiences' response to streaming media advertising. Detailed discussions on results and suggestions for future studies are provided in this paper. Copyright © 2013 John Wiley & Sons, Ltd.
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