网络广告可用性研究

发布时间：2018-05-06 00:42

本文选题：网络广告 + 可用性　；参考：《大连海事大学》2007年硕士论文

【摘要】：互联网以其特有的及时性、海量性和交互性成为继电视广播、报刊杂志和户外广告以外的第四大广告媒体。但是在网络广告的发展过程中，普遍存在着追求新技术的应用来吸引用户眼球而忽略人类因素的问题，不仅没有达到很好的信息传播效果反而造成了很差的用户体验。可用性是从产品最终用户的角度出发来衡量产品质量的重要指标。如何提高广告的可用性，既能够使广告的信息传播达到很好的效果，又能够为网民提供愉悦的上网体验，成为了亟待解决的问题。本论文的研究工作旨在能够在一定范围内对这些问题给予初步回答。由于在国内关于网络广告可用性的研究尚属空白，我们在深入了解了国外的网络广告可用性分析方法和技术的基础上，采用了可用性工程同广告心理学相结合的研究方法对国内典型网络广告进行探索性的研究。在进行具体的研究工作时，首先通过试验性的测试研究确定了整个研究所应用的网络广告心理效果模式，并依据此模式就用户体验方面进行了访谈和问卷调查，了解了网民对网络广告的信息接受情况、心理反应情况，发现了网络广告存在的一些可用性问题；之后重点选取了搜狐和新浪两大门户网站进行了眼动跟踪测试，，发现了用户浏览新闻的眼动行为模式，目标广告的信息传播效果及其在进行信息传播的过程中存在的可用性问题，并采用用户参与式方法设计了网络广告理想的投放模型，为今后新闻网站以适宜的形式投放网络广告提供依据。根据上述研究总结归纳出网络广告的可用性指导原则，并根据这些指导原则评估现有的网络广告可用性检验了其有效性，为广告主在投放广告时提供些参考依据，使得广告信息得到有效的传播，并能够为网络受众提供愉悦的上网体验。
[Abstract]:With its unique timeliness, mass and interaction, Internet has become the fourth largest advertising media after television broadcasting, newspapers and magazines and outdoor advertising. However, in the process of the development of online advertising, there is a common problem that the pursuit of new technology should be used to attract the attention of users and ignore human factors, which not only does not achieve a very good effect of information dissemination, but also results in a very poor user experience. Usability is an important index to measure product quality from the point of view of end-user. How to improve the usability of advertising has become a problem to be solved urgently. It can not only make the advertising information spread to a very good effect, but also provide a pleasant online experience for Internet users. The purpose of this thesis is to answer these questions to a certain extent. Because the research on the usability of network advertisement is still blank in our country, we have deeply understood the methods and techniques of network advertisement usability analysis abroad. The research method of usability engineering and advertising psychology is used to explore the typical online advertising in China. In the specific research work, first of all, through the experimental test to determine the psychological effects of online advertising model, and based on this model on the user experience aspects of interviews and questionnaires. After understanding the information acceptance and psychological reaction of Internet users to online advertising, we found some usability problems in online advertising. Then we selected two major portals, Sohu and Sina, to carry out eye movement tracking tests. This paper finds out the eye movement behavior mode of user browsing news, the effect of information dissemination of target advertisement and the usability problems in the process of information dissemination, and designs the ideal model of network advertisement by means of user participation method. For the future news sites in the appropriate form of network advertising to provide the basis. According to the above research, the usability guidelines of online advertising are summarized and evaluated according to these guidelines to test the effectiveness of online advertising, which provides some reference for advertisers when they place advertisements. So that advertising information can be effectively spread, and can provide network audience with a pleasant online experience.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2007
【分类号】：F713.8;F49

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