手机报广告读者阅读行为的眼动分析

发布时间：2018-06-26 19:54

本文选题：眼动 + 手机报　；参考：《科技与出版》2011年08期

【摘要】：应用眼动技术和均匀设计方法,依据读者阅读手机报广告的注视时长、第一注视时间等生理反应数据,分析手机报广告的色调、面积、位置、广告主要信息显示方式等因素对于不同性别读者的影响,分别建立了男性和女性读者阅读广告的注视时长、第一注视时间关于广告色调、位置、面积、广告主要信息显示方式的回归模型。得到结果:1.手机报广告的注视时长主要受广告面积、广告主要信息显示方式的影响。不同性别的读者,在广告注视时长上,并无显著性差异。广告色调、位置对广告注视时长的影响不显著。2.对于不同性别的读者,手机报广告的第一注视时间所受的影响因素差别显著。男性读者主要受广告主要信息显示方式的影响,而女性读者主要受广告位置的影响。
[Abstract]:By using eye movement technique and uniform design method, according to the physiological response data of the reader reading the advertisement of the mobile phone newspaper, such as the length of fixation and the first looking time, the tone, area and position of the advertisement are analyzed. The influence of the main information display mode on the readers of different genders has been established. The length of attention of the male and female readers in the reading of the advertisement and the first time of gaze on the tone, position and area of the advertisement are established, respectively. The regression model of advertising main information display mode. Get the result: 1. The watching time of mobile newspaper advertisement is mainly affected by the area of advertisement and the main information display way of advertisement. There was no significant difference between different gender readers in the length of advertising attention. The influence of advertising tone and position on the duration of advertising gaze is not significant. 2. For readers of different genders, the factors affecting the first fixation time of mobile newspaper advertisements were significantly different. The male readers are mainly influenced by the main information display mode, while the female readers are mainly influenced by the advertising position.
【作者单位】：上海理工大学出版印刷与艺术设计学院;
【基金】：上海市研究生创新基金项目~~
【分类号】：G232

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