用户选择模式对网络广告效果影响的眼动研究

发布时间：2018-05-17 14:52

本文选题：用户选择模式 + 网络广告　；参考：《上海交通大学》2013年硕士论文

【摘要】：随着网络时代的飞速发展，网络广告有了越来越多的发展空间。近几年，一些网站正在尝试一种新的广告模式：用户选择模式。这种模式是将广告的名字提供给观看者，由观看者选择自己想要观看的广告。开发人员认为，这种模式可以提升视频广告点击量，让广告更有吸引力。这种新型的广告模式能否获得预期的效果却还有待进一步研究。本研究便是以此为着眼点，采用先进的眼动技术，研究用户选择模式对网络广告效果的影响。眼睛是心灵的窗口，透过这个窗口可以探究人的许多心理活动的规律。本文首先设计了眼动实验，通过注视时长、注视次数、首次注视时长、首次开始注视时间等指标，从广告整体、品牌、图片和文案四个方面，研究广告受众在选择模式和强制模式下对网络广告的注意力情况。之后，采用认知问卷调查的方法测量被试在两种模式下看完广告以后对广告的认知情况，主要从品牌记忆、文案记忆、点击查看详情的兴趣、广告态度等几个方面进行研究。同时，本研究还考虑了受众的性别因素和认知需求因素对受众在不同的广告模式下观看广告效果的影响。研究结果表明，用户选择模式下，网络广告更能吸引受众的注意力，受众性别和认知需求对他们观看广告的注意力也有显著影响。同时，广告模式、受众性别和认知需求对受众对广告的态度、兴趣和记忆效果均有影响。本文的研究既探索研究广告效果的新思路，为进一步的研究提供材料和数据，也为业界推广用户选择广告的模式提供一个相对客观、详实的依据。
[Abstract]:With the rapid development of the network era, network advertising has more and more space for development. In recent years, some websites are experimenting with a new advertising model: user selection mode. The model provides the name of the advertisement to the viewer, who chooses the ad he or she wants to watch. Developers believe that this model can increase the number of video ads click, making advertising more attractive. Whether this new advertising model can achieve the desired results is still to be further studied. This research is based on this point, using advanced eye movement technology to study the influence of user selection mode on the effect of online advertising. The eye is the window of the mind, through which we can explore the laws of many psychological activities. This paper first designs the eye movement experiment, through the fixation time, the fixation frequency, the first fixation time, the first time to gaze, from the advertising overall, the brand, the picture and the copy four aspects, This paper studies the attention of the advertising audience to the network advertising under the choice mode and the compulsory mode. Then, the cognitive questionnaire was used to measure the cognitive status of the advertisement after reading the advertisement in two modes, mainly from the brand memory, copy memory, click on the interest in viewing details, advertising attitude and other aspects of the study. At the same time, this study also considers the influence of the audience's gender factor and cognitive demand factor on the audience's viewing advertising effect in different advertising modes. The results show that under the user selection mode, online advertising can attract the attention of the audience, and the gender and cognitive needs of the audience also have a significant impact on their attention. At the same time, advertising model, audience gender and cognitive needs have an impact on the audience's attitude, interest and memory. The research in this paper not only explores the new ideas of advertising effect, provides materials and data for further research, but also provides a relatively objective and detailed basis for the industry to popularize the model of advertising.
【学位授予单位】：上海交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8;F224

【参考文献】