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Organic and sponsored ads: study on online purchase intent and visual behaviour

Studies have focused on ads on search pages and user interactions, but without considering the types of attention. This study aims to verify how the relationship between attention to organic and sponsored ads and types of visual behaviour about the intention to buy online. A data collection was performed with 100 students from the Faculty of Administration, Economics and Accounting of Ribeirao Preto (FEA-RP/USP) - this is a quantitative study using eye-tracking equipment. The statistical technique of logistic regression with random effect was used. It was possible to verify that the individuals have a greater tendency to opt for sponsored advertisements of the research sites and that this fact is positively related to the visual attention and independent of the type of visual behaviour that it possesses. These results provide relevant information about the display of ads on search sites and provide insights for searches in that area.