Summary of results hypotheses testing and findings
| Hypothesis | Result | Practical finding |
|---|---|---|
| H1: Visual attention > banner recall | Partially supported (in terms of fixation counts, FC – H1a and Dwell time, DT – H1c) | Static banners displayed on tourism websites are better recalled when they attracted more attention, namely, when they receive more eye fixations (FC) and were looked at for longer times (DT) |
| H2: Banner position > banner recall | Supported | In comparison to other positions on the webpage (BL and BR), a static banner will be better recalled when located at the top-right position (TR) |
| H3: Banner position > visual attention | Supported (in terms of fixation counts, FC – H3a; fixation duration, FD – H3b and dwell time, DT – H3c) | Compared to other positions, a static banner located at the top-right (TR) position of the webpage will be looked at for longer periods (DT) and will receive longer (FD) and more frequent fixations (FC) |
| H4: Banner position > visual attention > banner recall | Partially supported (mediation through fixation counts, FC – H4a and through dwell time, DT – H4c) | Positioning a static banner on the top-right position of the webpage (TR) leads to a better recall due, in part, to the visual attention that such location attracts The detrimental effect of other positions (BR and BL) on banner recall results from the limited visual attention that such positions capture (fewer fixations and shorter viewing periods) |
| H5: User internet experience > visual attention > banner recall | Not supported | Internet experience has a positive effect on the visual attention allocated to the banner (more fixations and longer fications, FC and FD), but this gain of attention does not affect banner recall |
| Hypothesis | Result | Practical finding |
|---|---|---|
| Partially supported (in terms of fixation counts, FC – | Static banners displayed on tourism websites are better recalled when they attracted more attention, namely, when they receive more eye fixations (FC) and were looked at for longer times (DT) | |
| Supported | In comparison to other positions on the webpage (BL and BR), a static banner will be better recalled when located at the top-right position (TR) | |
| Supported (in terms of fixation counts, FC – | Compared to other positions, a static banner located at the top-right (TR) position of the webpage will be looked at for longer periods (DT) and will receive longer (FD) and more frequent fixations (FC) | |
| Partially supported (mediation through fixation counts, FC – | Positioning a static banner on the top-right position of the webpage (TR) leads to a better recall due, in part, to the visual attention that such location attracts | |
| Not supported | Internet experience has a positive effect on the visual attention allocated to the banner (more fixations and longer fications, FC and FD), but this gain of attention does not affect banner recall |
Notes:
Banner position on the webpage: TR – top-right; TL – top-left; BR – bottom-right; BL – bottom-left)
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