网络广告位置与教育网页内容再认效果的关系研究

发布时间：2019-06-29 12:09

【摘要】：自从人类迈进二十一世纪,计算机网络技术以及信息技术取得了很大发展。目前,人们的日常学习和生活几乎处处可见计算机与互联网的踪迹,人类又到了一个历史飞跃时期。在这种背景下,教育类网站孕育而生。教育网站作为信息载体极大的方便了教育工作者收集与发布教育信息。与此同时,教育网站数量的不断增长很多广告商的目光,他们纷纷在教育网站上投放广告以获得经济收益。但是根据迈耶等人的研究理论,网络广告对于学生的认知过程是有干扰的。本研究此类网页划分出五个广告位置,分别从学生的眼动特征、广告再认成绩和网页内容再认成绩三个方面来考察。通过眼动数据和记忆问卷结果综合分析,从而得出在教育网页投放广告的最佳搭配方式。本研究是由一个预实验和两个主实验组成的,被试都是大学本科学生。实验一是为了得出大学生阅读单张教育网页所需要的平均时间;实验二是由一个预实验和一个正实验组成的,其中预实验是为了得出确定大学生阅读不同中文教育网页的最小时间与平均时间的差值。实验二的主实验主要考察不同网络广告位置和不同网络广告形态对于不同文章类型的网页内容再认效果的影响。采用5(广告位置:位置一、位置二、位置三)×2(广告形态:静态网络广告和动态网络广告)×3(文章类型:议论文、记叙文和说明文)的重复单因素的三因素混合实验设计。实验结果表明:⑴网络广告对学生认知过程会有干扰,会降低再认效果⑵位置一区域的广告对于学生的认知过程干扰最大,位置五最小⑶说明文的再认效果最好⑷不同广告形态对于不同文章类型的网页内容的认知干扰具有差异
[Abstract]:Since mankind entered the 21 century, computer network technology and information technology have made great progress. At present, people's daily study and life can see the trace of computer and Internet almost everywhere, and human beings have reached a period of historical leap again. In this context, educational websites are born. As an information carrier, educational website greatly facilitates educators to collect and publish educational information. At the same time, the number of educational websites continues to grow the eyes of many advertisers, they have put ads on educational websites to achieve economic benefits. However, according to Meyer et al.'s research theory, online advertising interferes with students' cognitive process. In this study, this kind of web page is divided into five advertising positions, which are investigated from three aspects: students' eye movement characteristics, advertising recognition results and web content recognition scores. Through the comprehensive analysis of eye movement data and memory questionnaire results, the best collocation method of advertising in educational web page is obtained. This study is composed of a pre-experiment and two main experiments, both of which are undergraduate students. The first experiment is to get the average time that college students need to read a single educational web page, and the second experiment is composed of a pre-experiment and a positive experiment, in which the pre-experiment is to determine the difference between the minimum time and the average time of reading different Chinese education web pages. The main experiment of experiment 2 mainly investigates the influence of different online advertising positions and different online advertising forms on the recognition effect of different article types of web content. A three-factor hybrid experimental design with 5 (advertising position: position 1, position 2, position 3) 脳 2 (advertising form: static network advertising and dynamic network advertising) 脳 3 (article type: argumentation, narrative and illustrative text) is adopted. The experimental results show that: (1) online advertising will interfere with students' cognitive process, and will reduce the recognition effect. 2. The advertising in position 2 has the greatest interference to students' cognitive process, and the recognition effect of position 5 minimum 3 is the best. 4 different advertising forms have different cognitive interference to the content of different article types of web pages.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F713.82;G434

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