不同诉求方式的手机网页广告效果研究

本研究以50名视力正常的大学生为被试,采用眼动追踪技术,研究他们在浏览不同诉求方式、不同位置广告时对手机广告的记忆程度、喜好程度。结果发现:(1)对于不同诉求方式的网页广告,理性诉求组的注视次数及注视时间明显高于感性诉求组。(2)网页广告的位置对被试的记忆成绩与眼动模式有影响,表现为下部的注视次数增加,注视时间长。记忆成绩中下部比上部记忆效果稍好。

Effectiveness of Different Appeals in the Web Advertising for Mobile Phones

Using the Eye Tracking System,this research recorded the eye movement index of 50 college students,all with normal vision,in browsing web-ads presented in different appeals and locations.The results indicated that(1) For different appeals of webads, the Rational Advertising was higher than the Emotional Advertising on the count and fixation duration;(2)The web-ads location affected the memory and the eye movement pattern,which manifested an increase in the count and fixation duration at the lower part. The ...