Derleme
BibTex RIS Kaynak Göster

An Investigation About Usage of Eye-Tracking Systems in Sports Marketing

Yıl 2022, Cilt: 5 Sayı: 1, 1 - 9, 01.07.2022

Öz

Eye-tracking systems have a wide range of applications that expands every day. This situation allows them to be used in many studies. These systems are intensively used to understand consumer decision-making processes in marketing research, which provide a variety of data by recording eye movements through infrared cameras. Much research has been conducted using eye-tracking systems to understand the decision-making processes of sports consumers who are the most important components of the sports industry, a very large global product and service market, and to identify variables that are effective in these processes. This study is intended to outline how eye-tracking systems are used and how the results are interpreted in the field of sports marketing. The method sections of previous studies in the field of sports marketing, accessed using the method of literature screening, have been studied extensively. briefly, it was aimed to explain how the previous studies have been designed and what variables can be investigated in future studies.

Kaynakça

  • Akgül, D. (2017). Basılı reklamların etkisini cinsiyet ve gürültü belirler mi?: göz takip sistemi ile uygulama. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 331-348.
  • Aoki, H., & Itoh, K. (2000, July). Analysis of cognitive attitudes to commercial films on basis of eye tracking data. In Proceedings of the human factors and ergonomics society annual meeting 44(1), 38-41.
  • Balcıoğlu, T., Şahin, D., Assem, M., Selman, S. B., & Duru, D. G. (2014, October). Analysis of gaze characteristics with eye tracking in elite athletes: A pilot study. In 2014 18th National Biomedical Engineering Meeting (pp. 1-4). IEEE.
  • Battal, Ö., Balcıoğlu, T., & Duru, A. D. (2016, November). Analysis of gaze characteristics with eye tracking system during repeated breath holding exercises in underwater hockey elite athletes. In 2016 20th National Biomedical Engineering Meeting (BIYOMUT) (pp. 1-4). IEEE.
  • Blascheck, T., Kurzhals, K., Raschke, M., Burch, M., Weiskopf, D., & Ertl, T. (2017). Visualization of eye tracking data: A taxonomy and survey. In Computer Graphics Forum, 36(8), 260-284.
  • Boronczyk, F., Rumpf, C., & Breuer, C. (2018). Determinants of viewer attention in concurrent event sponsorship. International Journal of Sports Marketing and Sponsorship, 19(1), 11-24.
  • Breuer, C., & Rumpf, C. (2012). The viewer’s reception and processing of sponsorship information in sport telecasts. Journal of Sport Management, 26(6), 521-531.
  • Breuer, C., & Rumpf, C. (2015). The impact of color and animation on sports viewers’ attention to televised sponsorship signage. Journal of Sport Management, 29(2), 170-183.
  • Cooper, H., Hedges , L. V., & Valentine, J. C. (2009). The Handbook of Research Synthesis and Meta-analysis. New York: Russell Sage Foundation.
  • Decroix, M., Wazir, M. R. W. N., Zeuwts, L., Deconinck, F. F., Lenoir, M., & Vansteenkiste, P. (2017). Expert–Non-expert differences in visual behaviour during alpine slalom skiing. Human movement science, 55, 229-239.
  • Discombe, R. M., & Cotterill, S. T. (2015). Eye tracking in sport: A guide for new and aspiring researchers. Sport & Exercise Psychology Review, 11(2), 49-58.
  • d'Ydewalle, G., Desmet, G., & Van Rensbergen, J. (1998). Film perception: The processing of film cuts. In Eye guidance in reading and scene perception, 357-367.
  • Fischer, P. M., Richards, J. W., Berman, E. J., & Krugman, D. M. (1989). Recall and eye tracking study of adolescents viewing tobacco advertisements. Jama, 261(1), 84-89.
  • Fitts, P. M., Jones, R. E., & Milton, J. L. (1950). Eye movements of aircraft pilots during instrument-landing approaches. Aeronautical Engineering Review, 9(2), 1-6.
  • Fox, R. J., Krugman, D. M., Fletcher, J. E., & Fischer, P. M. (1998). Adolescents' attention to beer and cigarette print ads and associated product warnings. Journal of advertising, 27(3), 57-68.
  • Green, B. C., Murray, N., & Warner, S. (2011). Understanding website useability: An eye-tracking study of the Vancouver 2010 Olympic Games website. International Journal of Sport Management and Marketing, 10(3-4), 257-271.
  • Hu, Y., Wu, B., & Gu, X. (2017). An eye tracking study of high-and low-performing students in solving interactive and analytical problems. Journal of Educational Technology & Society, 20(4), 300-311.
  • Hwang, Y. M., & Lee, K. C. (2017). Using an Eye-Tracking Approach to Explore Gender Differences in Visual Attention and Shopping Attitudes in an Online Shopping Environment. International Journal of Human–Computer Interaction, 34(1), 15-24.
  • Janiszewski, C. (1998). The influence of display characteristics on visual exploratory search behavior. Journal of Consumer Research, 25(3), 290-301.
  • Janiszewski, C., & Warlop, L. (1993). The influence of classical conditioning procedures on subsequent attention to the conditioned brand. Journal of Consumer Research, 20(2), 171-189.
  • Karslake, J. S. (1940). The Purdue eye-camera: a practical apparatus for studying the attention value of advertisements. Journal of Applied Psychology, 24(4), 417.
  • Krugman, D. M., Fox, R. J., Fletcher, J. E., Fischer, P. M., & Rojas, T. H. (1994). Do adolescents attend to warnings in cigarette advertising? An eye-tracking approach. Journal of advertising research, 34, 39-52.
  • Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International journal of psychophysiology, 63(2), 199-204.
  • Liechty, J., Pieters, R., & Wedel, M. (2003). Global and local covert visual attention: Evidence from a Bayesian hidden Markov model. Psychometrika, 68(4), 519-541.
  • Lim, C. H., Hur, Y., & Song, S. M. (2018). Sponsorship information reception and processing: Explicit and implicit memory of in-game advertising. Social Behavior and Personality, 46(6), 935-951.
  • Lohse, G. L. (1997). Consumer eye movement patterns on yellow pages advertising. Journal of Advertising, 26(1), 61-73.
  • Madan, C. R. (2010). Neuromarketing: the next step in market research?. Eureka, 1(1), 34-42.
  • Nixon, H.K. (1924). Attention and Interest in Advertising. Archives of Psychology 72, 5–67.
  • Onursoy, S., Kılıç, D., & Er, F. (2010). Gazete Okuma Davranışı ve Okuma Yolu: Bir Göz İzleme Çalışması. Marmara İletişim Dergisi, (16).
  • Otto, F., & Rumpf, C. (2018). Animation intensity of sponsorship signage: The impact on sport viewers’ attention and viewer confusion. Sport, Business and Management: An International Journal, 8(2), 177-194.
  • Ömür, S., & Aydoğdu, A. G. (2017). Göz izleme araştırmaları ve iletişim alanında yeni yönelimler. International Journal of Social Sciences and Education Research, 3(4), 1296-1307.
  • Piras, A., Lanzoni, I. M., Raffi, M., Persiani, M., & Squatrito, S. (2016). The within-task criterion to determine successful and unsuccessful table tennis players. International Journal of Sports Science & Coaching, 11(4), 523-531.
  • Piras, A., Lobietti, R., & Squatrito, S. (2010). A study of saccadic eye movement dynamics in volleyball: comparison between athletes and non-athletes. Journal of Sports Medicine and Physical Fitness, 50(1), 99.
  • Rayner, K. (1998). Eye movements in reading and information processing: 20 years of research. Psychological bulletin, 124(3), 372.
  • Rosbergen, E., Pieters, R., & Wedel, M. (1997). Visual attention to advertising: A segment-level analysis. Journal of consumer research, 24(3), 305-314.
  • Russo, J. E. (1978). Eye fixations can save the world: a critical evaluation and a comparison between eye fixations and other information processing methodologies. Advances in Consumer Research, 5(1).
  • Russo, J. E., & Leclerc, F. (1994). An eye-fixation analysis of choice processes for consumer nondurables. Journal of consumer research, 21(2), 274-290.
  • Seo, Y. N., Kim, M., Lee, D., & Jung, Y. (2018). Attention to eSports advertisement: effects of ad animation and in-game dynamics on viewers’ visual attention. Behaviour & Information Technology, 1-9.
  • Sundstedt, V. (2011, July). Gazing at games: using eye tracking to control virtual characters. In ACM SIGGRAPH 2010 Courses (p. 5). ACM.
  • Turban, E. & King, D. (2003), Introduction to E-Commerce, Prentice Hall.
  • van Leeuwen, P. M., de Groot, S., Happee, R., & de Winter, J. C. (2017). Differences between racing and non-racing drivers: A simulator study using eye-tracking. PLoS one, 12(11).
  • Voss, M. W., Kramer, A. F., Basak, C., Prakash, R. S., & Roberts, B. (2010). Are expert athletes ‘expert’in the cognitive laboratory? A meta‐analytic review of cognition and sport expertise. Applied Cognitive Psychology, 24(6), 812-826.
  • Wang, Y. J., & Minor, M. S. (2008). Validity, reliability, and applicability of psychophysiological techniques in marketing research. Psychology & Marketing, 25(2), 197-232.
  • Wedel, M., & Pieters, R. (2008). A review of eye-tracking research in marketing. In Review of marketing research, 123-147, Emerald Group Publishing Limited.

Göz Takip Sistemlerinin Spor Pazarlaması Alanındaki Kullanımına İlişkin Bir İnceleme

Yıl 2022, Cilt: 5 Sayı: 1, 1 - 9, 01.07.2022

Öz

Göz takip sistemleri uygulama alanı olarak her geçen gün genişleyen bir yelpazeye sahiptir. Bu durum birçok araştırmada kullanılmalarına olanak sağlamaktadır. Basit olarak kızılötesi ışınlar yardımıyla göz hareketlerini kaydederek çeşitli veriler sağlayan bu sistemler, yoğun olarak pazarlama araştırmalarında tüketicilerin karar verme süreçlerini anlamak için kullanılmaktadır. Küresel çapta çok büyük bir ürün ve hizmet pazarı olan spor endüstrisinin en önemli bileşenlerinden spor tüketicilerinin karar verme süreçlerini anlamak, bu süreçlerde etkili olan değişkenleri belirlemek için göz takip sistemleri kullanılarak birçok araştırma gerçekleştirilmiştir. Bu çalışma ile spor pazarlaması alanında yapılan çalışmalarda göz takip sistemlerinin nasıl kullanıldığını ve elde edilen sonuçların nasıl yorumlandığını genel hatları ile aktarmak amaçlanmıştır. Literatür taraması yöntemi kullanılarak ulaşılan, spor pazarlaması alanında yapılmış araştırmaların yoğun olarak yöntem kısımları incelenmiştir. Bu sayede geçmişte yapılan çalışmaların nasıl tasarlandığı ve gelecekte yapılacak çalışmalarda hangi değişkenlerin araştırılabileceği ifade edilmeye çalışılmıştır.

Kaynakça

  • Akgül, D. (2017). Basılı reklamların etkisini cinsiyet ve gürültü belirler mi?: göz takip sistemi ile uygulama. Uluslararası İktisadi ve İdari İncelemeler Dergisi, 331-348.
  • Aoki, H., & Itoh, K. (2000, July). Analysis of cognitive attitudes to commercial films on basis of eye tracking data. In Proceedings of the human factors and ergonomics society annual meeting 44(1), 38-41.
  • Balcıoğlu, T., Şahin, D., Assem, M., Selman, S. B., & Duru, D. G. (2014, October). Analysis of gaze characteristics with eye tracking in elite athletes: A pilot study. In 2014 18th National Biomedical Engineering Meeting (pp. 1-4). IEEE.
  • Battal, Ö., Balcıoğlu, T., & Duru, A. D. (2016, November). Analysis of gaze characteristics with eye tracking system during repeated breath holding exercises in underwater hockey elite athletes. In 2016 20th National Biomedical Engineering Meeting (BIYOMUT) (pp. 1-4). IEEE.
  • Blascheck, T., Kurzhals, K., Raschke, M., Burch, M., Weiskopf, D., & Ertl, T. (2017). Visualization of eye tracking data: A taxonomy and survey. In Computer Graphics Forum, 36(8), 260-284.
  • Boronczyk, F., Rumpf, C., & Breuer, C. (2018). Determinants of viewer attention in concurrent event sponsorship. International Journal of Sports Marketing and Sponsorship, 19(1), 11-24.
  • Breuer, C., & Rumpf, C. (2012). The viewer’s reception and processing of sponsorship information in sport telecasts. Journal of Sport Management, 26(6), 521-531.
  • Breuer, C., & Rumpf, C. (2015). The impact of color and animation on sports viewers’ attention to televised sponsorship signage. Journal of Sport Management, 29(2), 170-183.
  • Cooper, H., Hedges , L. V., & Valentine, J. C. (2009). The Handbook of Research Synthesis and Meta-analysis. New York: Russell Sage Foundation.
  • Decroix, M., Wazir, M. R. W. N., Zeuwts, L., Deconinck, F. F., Lenoir, M., & Vansteenkiste, P. (2017). Expert–Non-expert differences in visual behaviour during alpine slalom skiing. Human movement science, 55, 229-239.
  • Discombe, R. M., & Cotterill, S. T. (2015). Eye tracking in sport: A guide for new and aspiring researchers. Sport & Exercise Psychology Review, 11(2), 49-58.
  • d'Ydewalle, G., Desmet, G., & Van Rensbergen, J. (1998). Film perception: The processing of film cuts. In Eye guidance in reading and scene perception, 357-367.
  • Fischer, P. M., Richards, J. W., Berman, E. J., & Krugman, D. M. (1989). Recall and eye tracking study of adolescents viewing tobacco advertisements. Jama, 261(1), 84-89.
  • Fitts, P. M., Jones, R. E., & Milton, J. L. (1950). Eye movements of aircraft pilots during instrument-landing approaches. Aeronautical Engineering Review, 9(2), 1-6.
  • Fox, R. J., Krugman, D. M., Fletcher, J. E., & Fischer, P. M. (1998). Adolescents' attention to beer and cigarette print ads and associated product warnings. Journal of advertising, 27(3), 57-68.
  • Green, B. C., Murray, N., & Warner, S. (2011). Understanding website useability: An eye-tracking study of the Vancouver 2010 Olympic Games website. International Journal of Sport Management and Marketing, 10(3-4), 257-271.
  • Hu, Y., Wu, B., & Gu, X. (2017). An eye tracking study of high-and low-performing students in solving interactive and analytical problems. Journal of Educational Technology & Society, 20(4), 300-311.
  • Hwang, Y. M., & Lee, K. C. (2017). Using an Eye-Tracking Approach to Explore Gender Differences in Visual Attention and Shopping Attitudes in an Online Shopping Environment. International Journal of Human–Computer Interaction, 34(1), 15-24.
  • Janiszewski, C. (1998). The influence of display characteristics on visual exploratory search behavior. Journal of Consumer Research, 25(3), 290-301.
  • Janiszewski, C., & Warlop, L. (1993). The influence of classical conditioning procedures on subsequent attention to the conditioned brand. Journal of Consumer Research, 20(2), 171-189.
  • Karslake, J. S. (1940). The Purdue eye-camera: a practical apparatus for studying the attention value of advertisements. Journal of Applied Psychology, 24(4), 417.
  • Krugman, D. M., Fox, R. J., Fletcher, J. E., Fischer, P. M., & Rojas, T. H. (1994). Do adolescents attend to warnings in cigarette advertising? An eye-tracking approach. Journal of advertising research, 34, 39-52.
  • Lee, N., Broderick, A. J., & Chamberlain, L. (2007). What is ‘neuromarketing’? A discussion and agenda for future research. International journal of psychophysiology, 63(2), 199-204.
  • Liechty, J., Pieters, R., & Wedel, M. (2003). Global and local covert visual attention: Evidence from a Bayesian hidden Markov model. Psychometrika, 68(4), 519-541.
  • Lim, C. H., Hur, Y., & Song, S. M. (2018). Sponsorship information reception and processing: Explicit and implicit memory of in-game advertising. Social Behavior and Personality, 46(6), 935-951.
  • Lohse, G. L. (1997). Consumer eye movement patterns on yellow pages advertising. Journal of Advertising, 26(1), 61-73.
  • Madan, C. R. (2010). Neuromarketing: the next step in market research?. Eureka, 1(1), 34-42.
  • Nixon, H.K. (1924). Attention and Interest in Advertising. Archives of Psychology 72, 5–67.
  • Onursoy, S., Kılıç, D., & Er, F. (2010). Gazete Okuma Davranışı ve Okuma Yolu: Bir Göz İzleme Çalışması. Marmara İletişim Dergisi, (16).
  • Otto, F., & Rumpf, C. (2018). Animation intensity of sponsorship signage: The impact on sport viewers’ attention and viewer confusion. Sport, Business and Management: An International Journal, 8(2), 177-194.
  • Ömür, S., & Aydoğdu, A. G. (2017). Göz izleme araştırmaları ve iletişim alanında yeni yönelimler. International Journal of Social Sciences and Education Research, 3(4), 1296-1307.
  • Piras, A., Lanzoni, I. M., Raffi, M., Persiani, M., & Squatrito, S. (2016). The within-task criterion to determine successful and unsuccessful table tennis players. International Journal of Sports Science & Coaching, 11(4), 523-531.
  • Piras, A., Lobietti, R., & Squatrito, S. (2010). A study of saccadic eye movement dynamics in volleyball: comparison between athletes and non-athletes. Journal of Sports Medicine and Physical Fitness, 50(1), 99.
  • Rayner, K. (1998). Eye movements in reading and information processing: 20 years of research. Psychological bulletin, 124(3), 372.
  • Rosbergen, E., Pieters, R., & Wedel, M. (1997). Visual attention to advertising: A segment-level analysis. Journal of consumer research, 24(3), 305-314.
  • Russo, J. E. (1978). Eye fixations can save the world: a critical evaluation and a comparison between eye fixations and other information processing methodologies. Advances in Consumer Research, 5(1).
  • Russo, J. E., & Leclerc, F. (1994). An eye-fixation analysis of choice processes for consumer nondurables. Journal of consumer research, 21(2), 274-290.
  • Seo, Y. N., Kim, M., Lee, D., & Jung, Y. (2018). Attention to eSports advertisement: effects of ad animation and in-game dynamics on viewers’ visual attention. Behaviour & Information Technology, 1-9.
  • Sundstedt, V. (2011, July). Gazing at games: using eye tracking to control virtual characters. In ACM SIGGRAPH 2010 Courses (p. 5). ACM.
  • Turban, E. & King, D. (2003), Introduction to E-Commerce, Prentice Hall.
  • van Leeuwen, P. M., de Groot, S., Happee, R., & de Winter, J. C. (2017). Differences between racing and non-racing drivers: A simulator study using eye-tracking. PLoS one, 12(11).
  • Voss, M. W., Kramer, A. F., Basak, C., Prakash, R. S., & Roberts, B. (2010). Are expert athletes ‘expert’in the cognitive laboratory? A meta‐analytic review of cognition and sport expertise. Applied Cognitive Psychology, 24(6), 812-826.
  • Wang, Y. J., & Minor, M. S. (2008). Validity, reliability, and applicability of psychophysiological techniques in marketing research. Psychology & Marketing, 25(2), 197-232.
  • Wedel, M., & Pieters, R. (2008). A review of eye-tracking research in marketing. In Review of marketing research, 123-147, Emerald Group Publishing Limited.
Toplam 44 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Makaleler
Yazarlar

Ümit Can Büyükakgül 0000-0002-9463-3073

Hakan Katırcı 0000-0002-2337-7711

Erken Görünüm Tarihi 13 Mayıs 2022
Yayımlanma Tarihi 1 Temmuz 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 5 Sayı: 1

Kaynak Göster

APA Büyükakgül, Ü. C., & Katırcı, H. (2022). Göz Takip Sistemlerinin Spor Pazarlaması Alanındaki Kullanımına İlişkin Bir İnceleme. GSI Journals Serie B: Advancements in Business and Economics, 5(1), 1-9.