延迟加载对网络广告效果的影响

发布时间：2018-10-19 19:02

【摘要】：网络广告是日常网页中的一个重要元素,虽然其数量在近二十年来呈现出逐渐上升的趋势,但其效果却一直受到商家和研究者的质疑。网络延迟是人们在上网过程中最常遇到的、也是最为困扰的一个问题,它也会影响网络广告的作用。以往研究者对网络延迟的效应以及影响网络广告效果的因素这两个问题分别开展了大量的研究,但至今尚没有将两者结合起来,探讨延迟加载对网络广告效果影响的研究。因此,本研究具有重要的理论价值和较大的现实意义。本研究设计了三个实验,来考察延迟加载对网络广告效果的影响。其中,实验一考察了加载时间对网络广告效果的影响；实验二在实验一的基础上,操纵目标内容的加载时间,以此考察目标内容和广告在加载时间上的关联性对延迟加载广告效果的影响；实验三则考察了轮播和延迟对广告效果的综合影响。本研究结果发现：(1)加载时间对网络广告再认正确率的影响不显著,但对再认成绩的影响显著。在15s的网页呈现时间内,延迟10s加载的广告,其再认成绩显著高于不延迟的广告；(2)对于延迟5s加载的广告,目标内容的加载时间对广告的再认正确率和再认成绩均无显著的影响,提示广告与目标内容在加载时间上的相关性对广告效果没有显著影响。但是,与静态广告相比,与目标内容同时延迟5s后加载的广告效果更好；(3)在“不轮播不延迟”、“轮播不延迟”和“轮播且延迟”三种条件下,被试对广告的再认正确率和再认成绩均有显著的差异。其中,“轮播且延迟”广告的再认正确率和再认成绩均显著高于“不轮播不延迟”的广告。以上结果表明,在一定条件下,延迟加载不仅不会削弱网络广告的效果,反而在一定程度上可以提升广告的效果。尤其在用户浏览网页的“晚期”阶段加载的广告、与目标内容同时延迟加载的广告以及“轮播且延迟”的广告,它们的效果都要显著好于静态广告。
[Abstract]:Internet advertising is an important element in daily web pages. Although the number of web ads has gradually increased in the past 20 years, its effect has been questioned by merchants and researchers all the time. Network delay is one of the most common and puzzling problems that people encounter in the process of accessing the Internet. It will also affect the role of online advertising. Researchers have carried out a lot of research on the effect of network delay and the factors that affect the effect of network advertising, but they have not been combined to explore the effect of delay loading on the effect of network advertising. Therefore, this study has important theoretical value and great practical significance. This study designed three experiments to investigate the effect of delayed loading on online advertising. Among them, experiment 1 investigates the effect of loading time on the effect of online advertising. Experiment 2 manipulates the loading time of target content on the basis of experiment 1. In this way, the influence of the relevance of target content and advertising on the effect of delayed loading advertising is investigated. The third experiment examines the comprehensive effect of the rotation and delay on the advertising effect. The results show that: (1) the effect of loading time on the recognition accuracy of online advertising is not significant, but the effect on recognition results is significant. In the 15s page presentation time, the recognition results of the ads with a delay of 10s were significantly higher than those without delay; (2) for the ads with a delay of 5s, The loading time of the target content has no significant influence on the recognition accuracy and recognition result of the advertisement, suggesting that the correlation between the advertising and the target content in the loading time has no significant effect on the advertising effect. However, compared with static advertising, the effect of loading ads after 5s delay with the target content is better. (3) under the three conditions of "no rotation and no delay", "rotation without delay" and "rotation and delay", There were significant differences in recognition accuracy and recognition scores. Among them, the recognition accuracy rate and recognition result of "round and delay" advertisement are significantly higher than that of "no rotation and no delay" advertisement. The results show that, under certain conditions, delayed loading can not only weaken the effect of online advertising, but also improve the effect of advertising to a certain extent. Especially the ads loaded in the "late" stage of browsing the web pages, the ads that are delayed to load with the target content and the ads that "rotate and delay" are all better than the static ads.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP393.092;F713.8

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