基于眼动模式的房地产广告测评的有效性研究

发布时间：2018-09-14 08:26

【摘要】：房地产广告是开发商最重要的营销投入,直接关系到产品的市场销售。研究房地产广告的效果可以帮助开发商节省资源,提高销量,提升企业形象。本研究通过对国内外文献梳理,结合房地产广告特性,设计出了包含感知、记忆、态度和行为维度的主观测评问卷来衡量房地产广告的效果,并应用于专家评估,成功从14则房地产广告中选取出了3则相对优秀与3则相对效果不理想的房地产广告作为客观行为实验与主观测评实验的素材,从而进行有效性研究。眼动测评实验结果发现,被试在浏览效果佳的房地产广告时,关注焦点均有2个及以上,而在浏览效果相对不理想的房地产广告时,关注焦点均只有1个,相对单一。被试对效果佳的房地产广告的注视次数与注视持续时间显著长于效果相对不理想的房地产广告。另外,被试注视房地产广告中的项目名称与突出广告语要比注视广告中其他内容的次数更多、持续时间更久、瞳孔直径更大。主观再认测评实验结果发现,受众对不同素材的房地产广告的主观测评具有显著差异,对广告效果好坏的判断主要取决于对广告的吸引程度与满意程度,而对广告的记忆程度与行为程度则对效果评价的影响相对较弱。对比行为实验研究发现,房地产广告效果的客观眼动测评数据与主观问卷测评成绩之间存在相关性,且有明显的分类效应:注视次数多、持续时间长、瞳孔直径大的房地产广告,其主观效果测评成绩会更高,这说明眼动注视程度高的房地产广告受到的主观效果评价也越好,因而证明了眼动模式可以作为房地产广告测评的有效方法。
[Abstract]:The real estate advertisement is the developer's most important marketing investment, directly relates to the product market sale. Research on the effect of real estate advertising can help developers save resources, increase sales and enhance corporate image. Through combing the literature at home and abroad, combining with the characteristics of real estate advertising, this study designed a subjective questionnaire including perception, memory, attitude and behavior dimensions to measure the effectiveness of real estate advertising, and applied it to the evaluation of experts. From 14 real estate advertisements, 3 relatively excellent and 3 less effective real estate advertisements are selected as the materials of objective behavior experiment and subjective evaluation experiment, so as to carry on the validity research. The results of eye movement test show that there are two or more focus points in the real estate advertisements with good viewing effect, but only one, relatively single, in the real estate advertisements with relatively unsatisfactory viewing effect. The number and duration of gaze on the effective real estate advertisement were significantly longer than that of the less effective real estate advertisement. In addition, the subjects looked at the project names and protrusions in the real estate advertisements more often than the other contents of the advertisements, lasted longer, and had larger pupil diameters. The results of subjective recognition test show that the subjective evaluation of real estate advertisements of different materials has significant differences, and the judgment of advertising effect mainly depends on the degree of attraction and satisfaction of advertisements. However, the effect of memory and behavior on the effect evaluation is relatively weak. The comparative behavior experiment found that there was a correlation between the objective eye movement test data of real estate advertising effect and the results of subjective questionnaire evaluation, and there were obvious classification effects: more fixation times, longer duration, For real estate advertisements with large pupil diameters, the results of subjective effect evaluation will be higher, which means that real estate advertisements with high eye movement and attention are also subject to better subjective effect evaluation. Therefore, it is proved that eye movement mode can be used as an effective method for real estate advertising evaluation.
【学位授予单位】：浙江工业大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F713.8

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