手机网页广告眼动研究

发布时间：2018-05-15 21:32

本文选题：眼动 + 手机网页广告　；参考：《闽南师范大学》2013年硕士论文

【摘要】：自从中国3G技术运用以来，三大通信运营商的竞争，，手机用户流量增大，越来越多的人使用智能手机，手机浏览网页的速度加快；网络购物是新时尚，快递行业城市覆盖率高，支付宝，财付通，银联等为喜欢使用智能手机的年轻人使用手机进行网上购物行为提供了便利。在手机上投放网络广告可能会使消费者直接就可以购买的优势凸显，人们可以随时，随地购物，于是广告运营商纷纷把眼光投向了手机网页上。虽然现在有很多手机wap网站，但是大多数的手机上网的网页多是经过手机浏览器转码，或是直接呈现了手机版的网页，手机网页的版面设计为了取得较好的效果，通常设计的时候与电脑网页有不同。更为简略，网页操作功能比电脑网页相对少一些，例如没有右键功能，图片小，更少使用弹出广告等等。问题出来了，在相对于电脑屏幕偏小的手机上投放广告，仅仅使用用电脑同样的广告投放策略是否行得通？手机网页广告会有哪些自己的规律和特征呢？本研究以被试的视觉知觉特点来研究消费者的注意力的眼动规律以及人们对文本广告材料，动态静态图片，趣味性和层数的反应等方面进行研究，以期获得在手机网页广告设计的一些基本特点，应用于实际之中，促进手机网页广告行业的发展。研究一以眼动记录的方法，使用手机网页作为研究对象，记录考察被试在浏览不同文本广告的眼动的特征，发现有大字体，以及中部位置文本广告效果最佳。研究二以眼动记录的方法，记录考察被试在浏览手机网页中不同图片广告的眼动的特征，发现有大图片，动态以及中部位置图片广告效果最佳。研究三以眼动记录结合问卷调查的方法，研究趣味性，多层数的动态图片在手机网页上的广告效果，发现有趣味性的图片广告，而且图片层数多的动态图片注视时间最长，广告态度积极，情感效果以及认知效果好，而且点击了解意向高。
[Abstract]:Since the use of 3G technology in China, the competition among the three major telecommunications operators has increased the flow of mobile phone users, more and more people are using smartphones, and the speed of mobile phone browsing web pages has accelerated. Online shopping is a new fashion, and the express delivery industry has a high coverage of cities. Alipay, Tenpay, UnionPay and others facilitate the use of smartphones by young people for online shopping. Putting online ads on mobile phones may highlight the advantage that consumers can buy directly, people can shop anywhere at any time, so advertising operators have turned their eyes on mobile phone web pages. Although there are many mobile phone wap websites, most of the mobile phone web pages are transcoded through mobile browsers or directly presented with mobile pages. The layout of mobile phone pages is designed to achieve better results. The design is usually different from the computer web page. More simple, the operation of web pages than computer pages are relatively less, such as no right-click function, small pictures, less use of pop-up advertising, and so on. The question is, is it possible to use the same advertising strategy as a computer to advertise on a mobile phone with a smaller screen than a computer? What are the rules and characteristics of mobile web ads? In this study, the visual perception characteristics of the subjects were used to study the law of eye movement of consumers' attention and the response of people to text advertising materials, dynamic and static pictures, interest and layers, etc. The purpose of this paper is to obtain some basic features of advertising design on mobile web pages, and to apply them to practice, and to promote the development of mobile web advertising industry. In the first study, the method of eye movement recording was used to study the characteristics of eye movement in different text advertisements. The results showed that there were large fonts and the middle part of text ads had the best effect. In the second study, the method of eye movement recording was used to record the eye movement characteristics of different picture advertisements in the mobile phone web page. The results showed that there were large picture, dynamic and middle position picture advertising effect was the best. In the third study, the method of eye movement record combined with questionnaire survey was used to study the advertising effect of interesting, multi-layer dynamic pictures on mobile phone web pages. It was found that there were interesting picture ads, and dynamic pictures with many layers of pictures had the longest fixation time. Positive advertising attitude, emotional and cognitive effects, and click on the intention to understand high.
【学位授予单位】：闽南师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：B842

【参考文献】