网络广告尺寸、动画与卷入程度对消费者注意影响的眼动研究

发布时间：2019-02-22 21:42

【摘要】：随着互联网的快速普及,网络广告越来越成为企业重要的营销手段之一,根据艾瑞的统计,在全球广告市场上,网络广告增长仍平稳较快,而报纸、杂志、户外等媒体广告市场则出现萎缩。2011年中国电视、报纸、网络、广播、杂志等各项广告的营收中,网络广告市场增速最快,远远高于其他传统媒体,对网络广告的研究具有重要的意义。本文结合不同尺寸、动画水平和卷入度来研究不同界面设计广告会对消费者注意产生怎样的影响。本文分两个实验进行研究：实验一采用双因素被试内重复实验设计,将网络广告两种动画水平(动画,静止)和八种最为常见的尺寸大小作为自变量,在控制网页版式设计、背景颜色、内容复杂度等前提下,考察被试对网络广告整体最佳视觉搜索规律和内在机理。结果表明：尺寸和动画的主效应均显著,尺寸越大广告获得的注意越多,动画广告获得的注意比静止广告获得的注意多；当广告尺寸较小时,动画的主效应显著,而当广告尺寸较大时,动画的主效应不显著。因此,当广告商所投放广告版面较小时(如468×60、234×90、300×100、88×31和234×60像素),建议其采用动画广告的形式；与其相反,当其投放广告的版面较大时(720×90、720×60和468×90像素),由于静态和动态两种形式的广告对消费者的注意并没有显著差异,如果基于成本因素考虑,建议其优先考虑采用静态广告的形式。实验二同样采用双因素被试内实验,将设计了不同动画速度和卷入度的广告置于新闻网页中,考察广告的动画速度和卷入度是否会影响被试的注意,其中有着怎样的规律。实验结果表明：卷入度高低对被试注意程度有显著影响,卷入度高的时候被试对广告的注意程度明显高于卷入度低时；单独考察动画水平时,动画水平对广告获得注意的主效应不显著；而在加入卷入度后,动画水平对广告获得注意有显著差异：当卷入度高的时候,动画速度为1s、2s和3s的广告获得的注意显著高于动画速度为5s和7s的广告,而当卷入度低时,不同动画速度下广告获得的注意之间没有显著差异。
[Abstract]:With the rapid popularization of the Internet, online advertising has become one of the most important marketing methods of enterprises. According to Erie's statistics, the growth of online advertising is still steady and fast in the global advertising market, while newspapers and magazines, The outdoor and other media advertising markets have shrunk. In 2011, China's television, newspapers, Internet, radio, magazine and other advertising revenue, the Internet advertising market grew faster than other traditional media, The research on network advertisement is of great significance. In this paper, different sizes, animation levels and involvement degrees are used to study the impact of different interface design advertisements on consumers' attention. This paper is divided into two experiments: experiment one is a double-factor repeated experiment design in which two levels of animation (animation, static) and eight most common sizes of online advertising are taken as independent variables to control the layout design of the web page. Under the premise of background color and content complexity, the best visual search rules and internal mechanism of online advertising were investigated. The results show that the main effects of size and animation are significant, the larger the size, the more attention the advertising gets, and the more attention the animation gets compared with the static advertising; When the advertising size is small, the main effect of animation is significant, but when the advertising size is large, the main effect of animation is not significant. Therefore, when the advertisement layout is small (for example, 468 脳 60234 脳 90300 脳 100 脳 88 脳 31 and 234 脳 60 pixels), it is suggested that the advertisement should be animated. On the contrary, when it has a larger layout (720 脳 90720 脳 60 and 468 脳 90 pixels), there is no significant difference between static and dynamic forms of advertising in terms of consumer attention, if based on cost considerations, It is recommended that it give priority to the use of static advertising. In the second experiment, we put the advertisement with different animation speed and degree of involvement into the news web page, and investigate whether the speed of animation and the degree of involvement of the advertisement will affect the attention of the subjects, and what kind of rules are there. The results show that the degree of involvement has a significant effect on the attention of the subjects, and when the degree of involvement is high, the degree of attention to advertisements is significantly higher than when the degree of involvement is low; When we examine the animation level alone, the main effect of animation level on advertising attention is not significant; However, after adding the involvement degree, the animation level had a significant difference in the attention to the advertisement: when the involvement degree was high, the attention of the advertisement with the animation speed of 1s / 2s and 3s was significantly higher than that of the advertisement with the animation speed of 5s and 7s, but when the involvement degree was low, the attention of the advertisement was significantly higher than that of the advertisement with the animation speed of 5s and 7s. There is no significant difference between the attention paid to advertisements at different animation speeds.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8

【参考文献】