# Research on Effective Advertising Types in Virtual Environment
## 5 Results  
### Visual Attention and Advertisement Effect  
The number of fixations by advertisement type was F = 3.629, \(p\) = 0.031, which was confirmed to have a statistically significant average difference based on the 95% confidence interval as listed in Table 3. The avatar costume (average = 5.70), wall poster (average = 5.03), and product (average = 4.33) had the highest averages, and the subjects gazed at the avatar costume most often. \begin{table}
\begin{tabular}{c c c} \hline \hline  & **Process** & **Time (min)** \\ \hline Advance explanation & Experiment guide and wearing VR HMD & 1–2 \\ \hline \multirow{3}{*}{Experiment} & \multirow{2}{*}{Eye-tracking} & Calibration & 1–2 \\ \cline{3-3}  & & VR Environment & 2 \\ \cline{3-3}  & & Survey & 5 \\ \hline \hline \end{tabular}
\end{table} 
Table 1: Experimental procedure. \begin{table}
\begin{tabular}{c c c} \hline \hline
**Item** & **Question** & **Cronbach’s \(\alpha\)** \\ \hline \multirow{8}{*}{Advertisement attention} & 1. I looked at A with interest. & \\ \cline{2-3}  & 2. I looked at A. & \\ \cline{2-3}  & 3. A caught my eye. & 0.683 \\ \cline{2-3}  & 4. I looked at A with attention. & \\ \cline{2-3}  & 5. I was an eyescore with A. & \\ \hline \multirow{3}{*}{Advertisement recall} & 6. I remember A. & \\ \cline{2-3}  & 7. A comes to mind. & 0.637 \\ \cline{1-1} \cline{2-3}  & 8. I remember the location of & \\ \cline{1-1} \cline{2-3}  & A. & \\ \hline Total & 0.785 \\ \hline \hline \end{tabular}
\end{table} 
Table 2: Survey reliability. Fixation time showed a significant difference at a 95% confidence interval (F = 4.847, \(p\) = 0.01) as listed in Table 4. The average fixation time was derived in the order of avatar costumes (average = 7.36), wall posters (average = 7.09), and products (average = 7.09). It was confirmed that the subjects gazed at the avatar costumes the longest. There was a significant difference in the 95% confidence interval (F = 3.721, \(p\) = 0.028) for advertisement attention by advertisement type as listed in Table 5. The average was in the order of avatar costumes (average = 4.25), wall posters (average = 4.02), and products (average = 3.79). The subjects felt that the avatar costumes induced the greatest visual attention. Advertisement recall was calculated by adding the average value of the Likert 5-point scale and the converted value of the description item. There was a significant average difference at the 95% confidence interval with F = 3.451 and \(p\) = 0.036 as listed in Table 6. It was confirmed that the avatar costumes (average = 5.10), wall posters (average = 4.62), and products (average = 4.47) had the highest averages and that the subjects rated the avatar costumes as the most memorable. \begin{table}
\begin{tabular}{c c c c c c} \hline \hline  & \multicolumn{5}{c}{**ANOVA**} \\ \hline  & \multicolumn{5}{c}{**Fixation Time**} \\ \hline  & **Sum of Squares** & _df_ & **Mean Square** & **F** & **Sig.** \\ \hline Between groups & 105.708 & 2 & 52.854 & 4.847 & 0.010 ** \\ \hline Within groups & 948.671 & 87 & 10.904 & & \\ \hline Total & 1054.379 & 89 & & & \\ \hline
**Type of Advertisement** & **Mean** & **SD** & **Min** & **Max** \\ \hline Avatar costume & 7.36 & 3.06 & 1.66 & 15.54 \\ \hline Product & 4.94 & 2.59 & 0.95 & 10.46 \\ \hline Wall poster & 7.09 & 4.08 & 0.77 & 15.53 \\ \hline \hline \end{tabular}  
* * \(p\) < 0.05.  
\end{table} 
Table 4: One-way ANOVA of fixation time by ad types.