Gunawan, Djohan (2025) Exploring Visual Hierarchy, Banner Blindness, and Selective Attention in Tokopedia Search Ads: A Qualitative Screencast Videography Analysis. In: 2025 International Conference on Information Technology and Computing (ICITCOM), 06-07 August 2025, Yogyakarta, Indonesia.
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Abstract
This study examines the influence of visual hierarchy, banner blindness, and selective attention on user interactions with search adverts on Tokopedia, a prominent e-commerce site in Indonesia. As digital advertising emerges as a pivotal revenue generator for Tokopedia, comprehending user interaction with advertisements is essential for augmenting efficacy and refining user experience. The study is based on behavioral economics, elucidating how cognitive biases and emotional elements affect user behavior in a multifaceted digital landscape. The study use qualitative screencast videography to investigate the influence of visual design elements and cognitive processes on user attention and decision-making. Although visual hierarchy (e.g., contrast, size, alignment) directs attention, the perception of stimuli is more crucial in fostering engagement. Banner blindness arises from cognitive filtering, wherein people unconsciously disregard advertisements perceived as irrelevant. Moreover, selective attention affects purchasing decisions as consumers prefer advertisements that match with their objectives. The results underscore the necessity for a comprehensive strategy in advertisement design, integrating emotional resonance, contextual significance, and multi-sensory components. Recommendations for Tokopedia encompass tailored, adaptive advertising forms that diminish cognitive load and augment relevance to user intent. This study enhances digital marketing by utilizing behavioral economics to refine e-commerce advertisements. Subsequent research may enhance these findings by cross-platform investigations, eye-tracking, and neuroimaging to investigate the behavioral dynamics of internet advertising.
| Item Type: | Conference or Workshop Item (Paper) |
|---|---|
| Creators: | Gunawan, Djohan |
| Contributors: | |
| Keywords: | Behavioral economics; visual hierarchy; banner blindness; stimuli perception; digital advertising |
| Subjects: | 600 Technology (Applied Sciences) > 650 Management and Public Relations > 659 Advertising, Marketing and Public Relations |
| Sustainable Development Goals: | Goal 12. Ensure sustainable consumption and production patterns Goal 09. Build resilient infrastructure, promote inclusive and sustainable industrialization and foster innovation |
| Divisions: | Faculty of Business > Master of Technology Management |
| Date Deposited: | 31 Aug 2026 07:53 |
| URI: | https://kc.umn.ac.id/id/eprint/49399 |
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