诉求方式影响大学生平面广告信息加工的眼动研究

发布时间：2018-03-16 08:47

本文选题：眼动　切入点：平面广告　出处：《湖南师范大学》2012年硕士论文　论文类型：学位论文

【摘要】：本研究采用视向测量和意向测量探讨平面广告的不同诉求方式对大学生平面广告信息加工的影响,以期实验结论能够对广告设计实践有所帮助。方法：实验一采用2(个体卷入度：高卷入、低卷入)×4(产品类型：高卷入信息型、高卷入转换型、低卷入信息型、低卷入转换型)×3(感性诉求、混合诉求、理性诉求)的三因素混合设计,其中个体卷入度为被试间变量,其他为被试内变量,因变量指标为注视时间、注视次数、平均注视时间、瞳孔大小,试验后使用意向测量问卷对被试的购买意向进行测量。实验二采用2(诉求方式：理性诉求、感性诉求)×2(载体类型：图片、文案)两因素被试内设计,因变量指标为注视时间、注视次数、平均注视时间、瞳孔大小,试验后使用意向测量问卷对被试的购买意向和广告态度进行测量。实验一的结果发现：(1)在注视时间、注视次数、平均注视时间、瞳孔大小眼动指标上,个体卷入水平、产品类型、诉求方式三因素交互作用显著或边缘显著；(2)个体卷入水平高时,被试对不同产品的购买意向差异显著；实验二的结果发现：(1)被试观看不同诉求载体呈现的相同诉求类型广告时眼动差异显著；(2)被试对不同诉求载体呈现的产品的购买意向和广告态度差异显著。结论：(1)个人卷入水平高时,高卷入信息型产品的理性诉求型广告效果最好；高卷入转换型产品的混合诉求型广告效果最好；低卷入信息型产品的理性诉求型广告效果最好；低卷入转换型产品的混合诉求型广告效果最好；(2)个人卷入水平低时,个体观看不同产品类型的不同诉求方式广告的眼动指标基本没有显著差异,这表明个体对不同诉求类型的广告没有明显偏好；(3)图片载体的广告诉求效果优于文案载体的广告诉求效果；(4)视向测量的数据和意向测量的结果基本相符。
[Abstract]:This study uses visual measurement and intention measurement to explore the effects of different appeal ways of print advertising on the information processing of college students' print advertising, hoping that the experimental conclusions can be helpful to the practice of advertising design. Methods: in experiment 1, 2 (individual involvement: high involvement, low involvement) 脳 4 (product type: high involvement information type, high involvement transition type, low involvement information type, low involvement transition type) 脳 3 (perceptual appeal, mixed appeal), Among them, the degree of individual involvement is the variable between the subjects, the other variables are the variables within the subjects, the dependent variables are the fixation time, the fixation times, the average fixation time, the pupil size. After the experiment, the intention measurement questionnaire was used to measure the purchase intention of the subjects. Experiment 2 was designed with two factors (appeal mode: rational appeal, perceptual appeal) 脳 2 (carrier type: picture, copy). The dependent variable index was fixation time. The frequency of fixation, average fixation time, pupil size were measured with intention questionnaire after the experiment. The purchase intention and advertising attitude of the subjects were measured. The results of experiment 1 showed that: 1) in terms of fixation time, fixation times, average fixation time, pupil size, eye movement, individual involvement level, product type, When the level of individual involvement was high, the purchase intention of different products was significantly different. The results of experiment 2 showed that there were significant differences in eye movement between the two groups when they watched the advertisements of the same type of appeal presented by different appeal carriers. (2) the purchase intention and advertising attitude of the products presented by different appeal carriers were significantly different. Conclusion (1) when the level of personal involvement is high, the rational appeal advertising effect of the high involvement information product is the best, the mixed appeal advertising effect of the high involvement transition product is the best, the rational appeal advertising effect of the low involvement information product is the best. When the level of personal involvement is low, there is no significant difference in eye movement index of individual viewing different appeal ways of different product types. This shows that individuals have no obvious preference for different types of advertisements. The advertising appeal effect of the picture carrier is better than that of the copy carrier. 4) the data measured in the visual direction and the result of the intention measurement are basically consistent.
【学位授予单位】：湖南师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：J524.3

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