網(wǎng)絡廣告尺寸、動畫與卷入程度對消費者注意影響的眼動研究
發(fā)布時間：2019-02-22 21:42
【摘要】：隨著互聯(lián)網(wǎng)的快速普及,網(wǎng)絡廣告越來越成為企業(yè)重要的營銷手段之一,根據(jù)艾瑞的統(tǒng)計,在全球廣告市場上,網(wǎng)絡廣告增長仍平穩(wěn)較快,而報紙、雜志、戶外等媒體廣告市場則出現(xiàn)萎縮。2011年中國電視、報紙、網(wǎng)絡、廣播、雜志等各項廣告的營收中,網(wǎng)絡廣告市場增速最快,遠遠高于其他傳統(tǒng)媒體,對網(wǎng)絡廣告的研究具有重要的意義。本文結(jié)合不同尺寸、動畫水平和卷入度來研究不同界面設(shè)計廣告會對消費者注意產(chǎn)生怎樣的影響。 本文分兩個實驗進行研究：實驗一采用雙因素被試內(nèi)重復實驗設(shè)計,將網(wǎng)絡廣告兩種動畫水平(動畫,靜止)和八種最為常見的尺寸大小作為自變量,在控制網(wǎng)頁版式設(shè)計、背景顏色、內(nèi)容復雜度等前提下,考察被試對網(wǎng)絡廣告整體最佳視覺搜索規(guī)律和內(nèi)在機理。結(jié)果表明：尺寸和動畫的主效應均顯著,尺寸越大廣告獲得的注意越多,動畫廣告獲得的注意比靜止廣告獲得的注意多；當廣告尺寸較小時,動畫的主效應顯著,而當廣告尺寸較大時,動畫的主效應不顯著。因此,當廣告商所投放廣告版面較小時(如468×60、234×90、300×100、88×31和234×60像素),建議其采用動畫廣告的形式；與其相反,當其投放廣告的版面較大時(720×90、720×60和468×90像素),由于靜態(tài)和動態(tài)兩種形式的廣告對消費者的注意并沒有顯著差異,如果基于成本因素考慮,建議其優(yōu)先考慮采用靜態(tài)廣告的形式。 實驗二同樣采用雙因素被試內(nèi)實驗,將設(shè)計了不同動畫速度和卷入度的廣告置于新聞網(wǎng)頁中,考察廣告的動畫速度和卷入度是否會影響被試的注意,其中有著怎樣的規(guī)律。實驗結(jié)果表明：卷入度高低對被試注意程度有顯著影響,卷入度高的時候被試對廣告的注意程度明顯高于卷入度低時；單獨考察動畫水平時,動畫水平對廣告獲得注意的主效應不顯著；而在加入卷入度后,動畫水平對廣告獲得注意有顯著差異：當卷入度高的時候,動畫速度為1s、2s和3s的廣告獲得的注意顯著高于動畫速度為5s和7s的廣告,而當卷入度低時,不同動畫速度下廣告獲得的注意之間沒有顯著差異。
[Abstract]:With the rapid popularization of the Internet, online advertising has become one of the most important marketing methods of enterprises. According to Erie's statistics, the growth of online advertising is still steady and fast in the global advertising market, while newspapers and magazines, The outdoor and other media advertising markets have shrunk. In 2011, China's television, newspapers, Internet, radio, magazine and other advertising revenue, the Internet advertising market grew faster than other traditional media, The research on network advertisement is of great significance. In this paper, different sizes, animation levels and involvement degrees are used to study the impact of different interface design advertisements on consumers' attention. This paper is divided into two experiments: experiment one is a double-factor repeated experiment design in which two levels of animation (animation, static) and eight most common sizes of online advertising are taken as independent variables to control the layout design of the web page. Under the premise of background color and content complexity, the best visual search rules and internal mechanism of online advertising were investigated. The results show that the main effects of size and animation are significant, the larger the size, the more attention the advertising gets, and the more attention the animation gets compared with the static advertising; When the advertising size is small, the main effect of animation is significant, but when the advertising size is large, the main effect of animation is not significant. Therefore, when the advertisement layout is small (for example, 468 脳 60234 脳 90300 脳 100 脳 88 脳 31 and 234 脳 60 pixels), it is suggested that the advertisement should be animated. On the contrary, when it has a larger layout (720 脳 90720 脳 60 and 468 脳 90 pixels), there is no significant difference between static and dynamic forms of advertising in terms of consumer attention, if based on cost considerations, It is recommended that it give priority to the use of static advertising. In the second experiment, we put the advertisement with different animation speed and degree of involvement into the news web page, and investigate whether the speed of animation and the degree of involvement of the advertisement will affect the attention of the subjects, and what kind of rules are there. The results show that the degree of involvement has a significant effect on the attention of the subjects, and when the degree of involvement is high, the degree of attention to advertisements is significantly higher than when the degree of involvement is low; When we examine the animation level alone, the main effect of animation level on advertising attention is not significant; However, after adding the involvement degree, the animation level had a significant difference in the attention to the advertisement: when the involvement degree was high, the attention of the advertisement with the animation speed of 1s / 2s and 3s was significantly higher than that of the advertisement with the animation speed of 5s and 7s, but when the involvement degree was low, the attention of the advertisement was significantly higher than that of the advertisement with the animation speed of 5s and 7s. There is no significant difference between the attention paid to advertisements at different animation speeds.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.8
[Abstract]:With the rapid popularization of the Internet, online advertising has become one of the most important marketing methods of enterprises. According to Erie's statistics, the growth of online advertising is still steady and fast in the global advertising market, while newspapers and magazines, The outdoor and other media advertising markets have shrunk. In 2011, China's television, newspapers, Internet, radio, magazine and other advertising revenue, the Internet advertising market grew faster than other traditional media, The research on network advertisement is of great significance. In this paper, different sizes, animation levels and involvement degrees are used to study the impact of different interface design advertisements on consumers' attention. This paper is divided into two experiments: experiment one is a double-factor repeated experiment design in which two levels of animation (animation, static) and eight most common sizes of online advertising are taken as independent variables to control the layout design of the web page. Under the premise of background color and content complexity, the best visual search rules and internal mechanism of online advertising were investigated. The results show that the main effects of size and animation are significant, the larger the size, the more attention the advertising gets, and the more attention the animation gets compared with the static advertising; When the advertising size is small, the main effect of animation is significant, but when the advertising size is large, the main effect of animation is not significant. Therefore, when the advertisement layout is small (for example, 468 脳 60234 脳 90300 脳 100 脳 88 脳 31 and 234 脳 60 pixels), it is suggested that the advertisement should be animated. On the contrary, when it has a larger layout (720 脳 90720 脳 60 and 468 脳 90 pixels), there is no significant difference between static and dynamic forms of advertising in terms of consumer attention, if based on cost considerations, It is recommended that it give priority to the use of static advertising. In the second experiment, we put the advertisement with different animation speed and degree of involvement into the news web page, and investigate whether the speed of animation and the degree of involvement of the advertisement will affect the attention of the subjects, and what kind of rules are there. The results show that the degree of involvement has a significant effect on the attention of the subjects, and when the degree of involvement is high, the degree of attention to advertisements is significantly higher than when the degree of involvement is low; When we examine the animation level alone, the main effect of animation level on advertising attention is not significant; However, after adding the involvement degree, the animation level had a significant difference in the attention to the advertisement: when the involvement degree was high, the attention of the advertisement with the animation speed of 1s / 2s and 3s was significantly higher than that of the advertisement with the animation speed of 5s and 7s, but when the involvement degree was low, the attention of the advertisement was significantly higher than that of the advertisement with the animation speed of 5s and 7s. There is no significant difference between the attention paid to advertisements at different animation speeds.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F713.8
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