本文選題：用戶選擇模式 + 網(wǎng)絡(luò)廣告��； 參考：《上海交通大學(xué)》2013年碩士論文

【摘要】：隨著網(wǎng)絡(luò)時代的飛速發(fā)展，網(wǎng)絡(luò)廣告有了越來越多的發(fā)展空間。近幾年，一些網(wǎng)站正在嘗試一種新的廣告模式：用戶選擇模式。這種模式是將廣告的名字提供給觀看者，由觀看者選擇自己想要觀看的廣告。開發(fā)人員認(rèn)為，這種模式可以提升視頻廣告點擊量，讓廣告更有吸引力。這種新型的廣告模式能否獲得預(yù)期的效果卻還有待進(jìn)一步研究。本研究便是以此為著眼點，采用先進(jìn)的眼動技術(shù)，研究用戶選擇模式對網(wǎng)絡(luò)廣告效果的影響。 眼睛是心靈的窗口，透過這個窗口可以探究人的許多心理活動的規(guī)律。本文首先設(shè)計了眼動實驗，通過注視時長、注視次數(shù)、首次注視時長、首次開始注視時間等指標(biāo)，從廣告整體、品牌、圖片和文案四個方面，研究廣告受眾在選擇模式和強制模式下對網(wǎng)絡(luò)廣告的注意力情況。之后，采用認(rèn)知問卷調(diào)查的方法測量被試在兩種模式下看完廣告以后對廣告的認(rèn)知情況，主要從品牌記憶、文案記憶、點擊查看詳情的興趣、廣告態(tài)度等幾個方面進(jìn)行研究。同時，本研究還考慮了受眾的性別因素和認(rèn)知需求因素對受眾在不同的廣告模式下觀看廣告效果的影響。研究結(jié)果表明，用戶選擇模式下，網(wǎng)絡(luò)廣告更能吸引受眾的注意力，受眾性別和認(rèn)知需求對他們觀看廣告的注意力也有顯著影響。同時，廣告模式、受眾性別和認(rèn)知需求對受眾對廣告的態(tài)度、興趣和記憶效果均有影響。 本文的研究既探索研究廣告效果的新思路，為進(jìn)一步的研究提供材料和數(shù)據(jù)，也為業(yè)界推廣用戶選擇廣告的模式提供一個相對客觀、詳實的依據(jù)。
[Abstract]:With the rapid development of the network era, network advertising has more and more space for development. In recent years, some websites are experimenting with a new advertising model: user selection mode. The model provides the name of the advertisement to the viewer, who chooses the ad he or she wants to watch. Developers believe that this model can increase the number of video ads click, making advertising more attractive. Whether this new advertising model can achieve the desired results is still to be further studied. This research is based on this point, using advanced eye movement technology to study the influence of user selection mode on the effect of online advertising. The eye is the window of the mind, through which we can explore the laws of many psychological activities. This paper first designs the eye movement experiment, through the fixation time, the fixation frequency, the first fixation time, the first time to gaze, from the advertising overall, the brand, the picture and the copy four aspects, This paper studies the attention of the advertising audience to the network advertising under the choice mode and the compulsory mode. Then, the cognitive questionnaire was used to measure the cognitive status of the advertisement after reading the advertisement in two modes, mainly from the brand memory, copy memory, click on the interest in viewing details, advertising attitude and other aspects of the study. At the same time, this study also considers the influence of the audience's gender factor and cognitive demand factor on the audience's viewing advertising effect in different advertising modes. The results show that under the user selection mode, online advertising can attract the attention of the audience, and the gender and cognitive needs of the audience also have a significant impact on their attention. At the same time, advertising model, audience gender and cognitive needs have an impact on the audience's attitude, interest and memory. The research in this paper not only explores the new ideas of advertising effect, provides materials and data for further research, but also provides a relatively objective and detailed basis for the industry to popularize the model of advertising.
【學(xué)位授予單位】：上海交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F713.8;F224

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