有鑒於許多的品牌在台灣市場的鍛羽而歸，無法好好的在台灣市場扎根，從新思考為何都有市場調查，但仍然無法掌握消費者。觀察在鄰近的亞洲國家能夠取得好成績的品牌，進入台灣後卻屢屢敗退，甚至退出台灣市場，發現精準的市場調查是關鍵因素。

過往紙本問卷雖然能夠透過圖片加上文字來調查市場，但所得的結果仍不夠全面，許多的消費者在做這樣的問卷時常沒有好好的仔細看過圖片，或是圖片引不起消費者的興趣，這些都是紙本問卷無法探得。

因此根據現在的科技發展，擬定一種全新的市場調查模式，在本研究中透過眼動儀的幫助，去了解消費者在思考願付價格的模式，希望能夠幫助品牌在擬定行銷策略時，能夠考慮的更加全面，制定出更能打動人心的行銷策略。

本研究發現透過眼動儀能夠了解到消費者在為產品訂定願付價格時，常常會去注視產品的Logo或是代言人，以此來評斷這一件產品的願付價格，而這樣的結果跟本研究的紙本問卷是不相符的。

A lot of brands tried to enter Taiwan’s market, but some of them could not get success. Most of them choose to give the Taiwan’s market up, this study collate data to find market surveys are accurate or not is very important thing.

This study decides to use eye-tracker to adjust questionnaire, which is only through paper. The new way in this research is through eye- tracker to track experimenter’s eye. Because paper questionnaire could not detect what experimenters are thinking, or the questionnaire could not attract experimenter’s notice.

The new way combines the paper questionnaire and monitor, through the eye-tracker can help us to understand what the customers are thinking, what they are notice. After the survey, rebuild the market strategy and help brand to catch customer’s eyes.

一、中文文獻
陳澤義，盧葦蓁（2006），『透過品牌要素、廣告代言人形成品牌態度之研究:以少淑女流行服飾業為例 』，東吳經紀商學學報, 第55期, 頁35-68
張愛華，陳仁惠，何宜真(2005)，『消費者認知服務品質模式與再購意願影響因素之研究-以資訊家電零售通路業為例』，顧客滿意學刊，第1卷，第2期，頁1-42
黃孟隆，唐大崙，李執中，林故廷（2004），『眼動儀於瞳孔測謊之初探』，犯罪偵查與鑑識科學研討會報告論文
和蒼松（2001），『品牌聯想形象與消費者特質對品牌延伸平價之影響』，義守大學管理科學研究所碩士論文
李城忠，曾淑萍（2011），『運動贊助對品牌知名度、品牌影響之研究-以歐都納為例』，休閒運動健康評論，第二卷，第二期，頁119-143
彭文欣，胡曉明（2008），『國內服裝與代言人的適配性現狀』，現代商業，第2008卷，第32期，頁108
蔡佳靜，張雅霓（2016），『代言人來源相似性對旅遊產品溝通效果之影響-以消費者產品涉入程度為調節因子』，行銷評論，第13期，第4刊，頁477-504
王任輝（2015），『電子商務網站RWD介面設計法則之使用者經驗及眼動行為研究』，中山大學資訊管理研究所碩士論文

二、英文文獻
Buswell, Guy Thomas (1935), How people look at pictures, The University of Chicago
Chaiken, S. (1983), “Communication modality as a determinant of persuasion: The role of communicator salience,” Journal of Personality and Social Psychology, 45(2), 241-256
Duggirala, M., Rajendran, C., Anantharaman, R.N. (2008), “Provider-perceived dimensions of total quality management in healthcare,” Benchmarking, 15, 6, 693-722
Duchowski, A. (2007), Eye Tracking Methodology: Theory and Practice, 2th
Dellarocas, C. (2006), “Strategic Manipulation of Internet Opinion Forums: Implications For Consumers And Firms,” Management Science, 52(10), 1577-1593
Ehmke, C., Wilson, S. (2007), “Identifying web usability problems from eye-tracking data,” British Computer Society Conference on Human-Computer Interaction (BCS-HCI)
Fei L. Weisstein, Monika Kukar-Kinney, Kent B. Monroe (2016), “Determinants of consumers' response to pay-what-you-want pricing strategy on the Internet,” Journal of Business Research, 69(10) ,4313-4320
Goldberg, J. H., Kotval, X. P. (1999), “Computer interface evaluation using eye movements: methods and constructs,” International Journal of Industrial Ergonomics, 24, 631-645
Hershey H., Friedman, Linda Weiser Friedman (1985), “Consumer Behavior Techniques for Creating Powerful Advertisements,” The Mid-Atlantic Journal of Business, 23(2), 57-64
Hyeonggyu Park, Sangil Lee, Minho Lee and Mun-Seon Chang and Ho-Wan Kwak(2015), “Using eye movement data to infer human behavioral intentions,” Computers in Human Behavior , 63, 796-804
Keller, K. L. (1993), “Conceptualizing, measuring, and managing customer-based brand equity,” Journal of marketing, 57( 1), 1-22
Kim, J. Y., Natter, M., Spann, M. (2009), “Pay what you want: A new participative pricing mechanism,” Journal of Marketing, 73(1), 44–58
Lascu, D.-N., & Zinkhan, G. (1999), “Consumer Conformity: Review and Applications for Marketing Theory and Practice,” Journal of Marketing Theory and Practice, 7(3), 1-12
Mathur, Lynette K., Mathur, IKE, Rangan, Nanda (1997), “The wealth effects Associated with a celebrity Endorses: the Michael Jordan phenomenon,” Journal of Advertising Research, May-June, 67-73
McCracken, G. (1989), “Who Is the Celebrity Endorser? Cultural Foundation of the Endorsement Process,” Journal of Consumer Research, 16(3), 310-321
Michael F. Land (2006), “Eye movements and the control of actions in everyday life,” Progress in Retinal and Eye Research, 25, 296–324
Michael, S., Sabrina, D., Andreas, THÖLKE and Rico, Fischer (2003), “Eye tracking and its application in usability and media research,” Humboldt University, Eye Square
Michel Wedel, Rik Pieters (2015), “A REVIEW OF EYE-TRACKING RESEARCH IN MARKETING,” Emerald Insight, 5, 123-147
Mills, J. & Harvey, J. (1972), “Opinion change as a function of when information about the communicator is received and whether he is attractive or expert,” Journal of Personality and Social Psychology, 21(1), 52-55
Monroe, K. B., Lee, A. Y. (1999), “Remembering versus knowing: Issues in buyers' processing of price information,” Journal of the Academy of Marketing Science, 27(2), 207–225
Olbrich, R., Jansen, H. C., Hundt, M. (2016), “Effects of pricing strategies and product quality on private label and national brand performance,” Journal of Retailing and Consumer Services, 0969-6989
O'Neill, M., Palmer, A. (2004), “Cognitive dissonance and the Stability of Service Quality Perceptions,” Journal of Services Marketing, 18(6), 433-449
Orquin, J. L., Loose, S. M. (2013), “Attention and choice: A review on eye movements in decision making,” Acta Psychologica, 144(1), 190–206
R.G. Vishnu Menon, Valdimar Sigurdsson, Nils Magne Larsen and Asle Fagerstrøm, Gordon R. Foxall (2016), “Consumer attention to price in social commerce: Eye tracking patterns in retail clothing,” Journal of Business Research, 69(11), 5008-5013
Richardson, P. S., A. S. Dick, and A. K. Jain (1994), “Extrinsic and Extrinsic Cue Effect on Perceptions of Store Brand Quality,” Journal of Marketing Research, 58(4), 28-36
Robert, J. K. Jacob, Keith, S. Karn (2003), “Eye tracking in human-computer interaction and usability research: Ready to deliver the promises,” Citeseer , 4, 573-605
Shin, D., Song, J. H., & Biswas, A. (2014), “Electronic Word-of-mouth (eWOM) Generation in New Media Platforms: The Role of Regulatory Focus and Collective Dissonance,” Marketing Letters, 25(2), 153-165
Subhadip Roy, IBS Hyderabad (2012), “To Use the Obvious Choice: Investigating the Relative Effectiveness of an Overexposed Celebrity,” Journal of Research for Consumers, 22, 41-69