本文選題：眼動 + 手機(jī)網(wǎng)頁廣告　； 參考：《閩南師范大學(xué)》2013年碩士論文

【摘要】：自從中國3G技術(shù)運(yùn)用以來，三大通信運(yùn)營商的競爭，，手機(jī)用戶流量增大，越來越多的人使用智能手機(jī)，手機(jī)瀏覽網(wǎng)頁的速度加快；網(wǎng)絡(luò)購物是新時(shí)尚，快遞行業(yè)城市覆蓋率高，支付寶，財(cái)付通，銀聯(lián)等為喜歡使用智能手機(jī)的年輕人使用手機(jī)進(jìn)行網(wǎng)上購物行為提供了便利。在手機(jī)上投放網(wǎng)絡(luò)廣告可能會使消費(fèi)者直接就可以購買的優(yōu)勢凸顯，人們可以隨時(shí)，隨地購物，于是廣告運(yùn)營商紛紛把眼光投向了手機(jī)網(wǎng)頁上。 雖然現(xiàn)在有很多手機(jī)wap網(wǎng)站，但是大多數(shù)的手機(jī)上網(wǎng)的網(wǎng)頁多是經(jīng)過手機(jī)瀏覽器轉(zhuǎn)碼，或是直接呈現(xiàn)了手機(jī)版的網(wǎng)頁，手機(jī)網(wǎng)頁的版面設(shè)計(jì)為了取得較好的效果，通常設(shè)計(jì)的時(shí)候與電腦網(wǎng)頁有不同。更為簡略，網(wǎng)頁操作功能比電腦網(wǎng)頁相對少一些，例如沒有右鍵功能，圖片小，更少使用彈出廣告等等。問題出來了，在相對于電腦屏幕偏小的手機(jī)上投放廣告，僅僅使用用電腦同樣的廣告投放策略是否行得通？ 手機(jī)網(wǎng)頁廣告會有哪些自己的規(guī)律和特征呢？ 本研究以被試的視覺知覺特點(diǎn)來研究消費(fèi)者的注意力的眼動規(guī)律以及人們對文本廣告材料，動態(tài)靜態(tài)圖片，趣味性和層數(shù)的反應(yīng)等方面進(jìn)行研究，以期獲得在手機(jī)網(wǎng)頁廣告設(shè)計(jì)的一些基本特點(diǎn)，應(yīng)用于實(shí)際之中，促進(jìn)手機(jī)網(wǎng)頁廣告行業(yè)的發(fā)展。 研究一以眼動記錄的方法，使用手機(jī)網(wǎng)頁作為研究對象，記錄考察被試在瀏覽不同文本廣告的眼動的特征，發(fā)現(xiàn)有大字體，以及中部位置文本廣告效果最佳。 研究二以眼動記錄的方法，記錄考察被試在瀏覽手機(jī)網(wǎng)頁中不同圖片廣告的眼動的特征，發(fā)現(xiàn)有大圖片，動態(tài)以及中部位置圖片廣告效果最佳。 研究三以眼動記錄結(jié)合問卷調(diào)查的方法，研究趣味性，多層數(shù)的動態(tài)圖片在手機(jī)網(wǎng)頁上的廣告效果，發(fā)現(xiàn)有趣味性的圖片廣告，而且圖片層數(shù)多的動態(tài)圖片注視時(shí)間最長，廣告態(tài)度積極，情感效果以及認(rèn)知效果好，而且點(diǎn)擊了解意向高。
[Abstract]:Since the use of 3G technology in China, the competition among the three major telecommunications operators has increased the flow of mobile phone users, more and more people are using smartphones, and the speed of mobile phone browsing web pages has accelerated. Online shopping is a new fashion, and the express delivery industry has a high coverage of cities. Alipay, Tenpay, UnionPay and others facilitate the use of smartphones by young people for online shopping. Putting online ads on mobile phones may highlight the advantage that consumers can buy directly, people can shop anywhere at any time, so advertising operators have turned their eyes on mobile phone web pages. Although there are many mobile phone wap websites, most of the mobile phone web pages are transcoded through mobile browsers or directly presented with mobile pages. The layout of mobile phone pages is designed to achieve better results. The design is usually different from the computer web page. More simple, the operation of web pages than computer pages are relatively less, such as no right-click function, small pictures, less use of pop-up advertising, and so on. The question is, is it possible to use the same advertising strategy as a computer to advertise on a mobile phone with a smaller screen than a computer? What are the rules and characteristics of mobile web ads? In this study, the visual perception characteristics of the subjects were used to study the law of eye movement of consumers' attention and the response of people to text advertising materials, dynamic and static pictures, interest and layers, etc. The purpose of this paper is to obtain some basic features of advertising design on mobile web pages, and to apply them to practice, and to promote the development of mobile web advertising industry. In the first study, the method of eye movement recording was used to study the characteristics of eye movement in different text advertisements. The results showed that there were large fonts and the middle part of text ads had the best effect. In the second study, the method of eye movement recording was used to record the eye movement characteristics of different picture advertisements in the mobile phone web page. The results showed that there were large picture, dynamic and middle position picture advertising effect was the best. In the third study, the method of eye movement record combined with questionnaire survey was used to study the advertising effect of interesting, multi-layer dynamic pictures on mobile phone web pages. It was found that there were interesting picture ads, and dynamic pictures with many layers of pictures had the longest fixation time. Positive advertising attitude, emotional and cognitive effects, and click on the intention to understand high.
【學(xué)位授予單位】：閩南師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：B842

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