| 用户选择广告模式对广告效果影响的眼动研究 |
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| 引用本文： | 魏惟,顾锋.用户选择广告模式对广告效果影响的眼动研究[J].河北工业科技,2013,30(3):179-182. |
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| 作者姓名： | 魏惟 顾锋 |
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| 作者单位： | 上海交通大学安泰经济与管理学院 |
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| 基金项目： | 国家社科基金重大项目(11&ZD174) |
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| 摘 要： | 通过眼动技术与认知问卷调查相结合的方式,测量被试男女在用户选择广告模式/强制广告模式下观看广告的眼动数据,研究了广告模式和被试性别因素对广告效果的影响。结果表明,相对于传统的强制广告模式,用户选择广告模式下,受众对广告的注意力有显著提升,对广告中的文案记忆效果也好,同时,受众性别对广告效果也会产生影响。
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| 关 键 词： | 广告 广告效果 眼动技术 用户选择广告 被试性别 |
Eye-tracking study of advertisement choice effect on advertising effect |
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| WeiWei and GuFeng.Eye-tracking study of advertisement choice effect on advertising effect[J].Hebei Journal of Industrial Science & Technology,2013,30(3):179-182. |
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| Authors: | WeiWei and GuFeng |
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| Institution: | (Antai School of Economics and Management,Shanghai Jiao Tong University,Shanghai 200030,China) |
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| Abstract: | This paper uses eye-tracking technique and questionnaire survey to measure the eye movement data under different advertisement modes.Results show that advertisement choice can significantly influence the participants' attention towards the advertisement and memory of texts in the advertisement.Besides,the difference of participant sex also influences the adverti-sing effect. |
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| Keywords: | advertisement advertising effect eye-tracking technique advertisement choice sex differences |
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