位置和内容对网页广告效果影响的眼动评估

使用TobiiT120型眼动仪，以16名大学生为被试，记录他们阅读嵌有网页广告新闻网页时的眼动注视过程，以探讨广告呈现位置、新闻内容与网页广告的相关性是否影响人们对网页广告的注视。实验采用3（广告位置：上方、中间、下方）×2（相关性：相关、不相关）两因素被试内设计。结果发现：（1）新闻内容和网页广告的相关性不影响人们对网页广告的加工；（2）对位于新闻上方和新闻中间的网页广告，被试的注视次数较多，且注视时间较长；（3）对位于新闻中间的网页广告，其再认效果优于位于新闻上方和新闻下方的广告。表明只有网页广告呈现位置这一因素影响被试对网页广告的注视。

The Effect of the Position and Content-relative on Web-ads:An Eye Movement Study

Tobii T120 eye tracker was used to record 16 participants＇ eye movement when they looked through news Web pages with ads. The present study investigated whether the position and content-relative of Web-ads could affect their eye fixation on the Web-ads. The experiment was 3 （ position： top, middle, bottom）×2 （ relevancy ： related, unrelated ） two-factor within-subjects repeated-measure design. The results were as follows ： （ 1 ） on eye movement index, the main effect of the content relevancy was not significant; however, the main effect of the position of web-ads was significant.The number of fixation and fixation duration of the ads that located on the top and middle of the web pages was larger than that of the ads located on the bottom of the web pages. （2）On recognition score,the main effect of the content relevancy was also not significant ,but it was better when ads were located at the middle of the news Web pages, and the effect of the position of web-ads was significant. It＇s concluded that only the position of Web-ads affects participant＇s eye fixation