網頁廣告呈現方式與瀏覽動機對於使用者視覺注意與項目記憶的影響

Effects of web advertisement presentation modes and browsing motivations on user visual attention and item memorization

蕭國淳(Guo-Chun Hsiao)

指導教授 ： 粱曉帆

國立臺北科技大學/管理學院/工業工程與管理系所/碩士(2005年)

摘要

隨著網際網路的蓬勃發展，因而造就了網頁廣告龐大的商機。正因如此，現今的網頁上充滿了大量的廣告，然而人們的注意力卻是有限的，所以對廣告代理商而言，如何使廣告能夠吸引使用者的注意就變成相當重要的事情。但以往用點選率來當作衡量廣告效果的依據，卻不符合現今的網頁廣告市場。
從人類資訊處理的過程來看使用者對於廣告訊息的接收與處理得知，當使用購買廣告產品之前，廣告訊息須先被使用者所注意，並儲存於記憶當中，因此本研究將以廣告是否能吸引使用者注意，並使其產生印象作為衡量廣告效果之依據。
本研究利用凝視追蹤(Gaze tracking)系統探討當使用者在不同的上網動機下，不同呈現方式(位置，動靜態)的廣告對其視覺搜尋的影響，並且配合回憶與確認法來測試廣告的記憶效果。
本研究將實驗結果可以歸納成以下幾點，可用來提供廣告主或廣告代理商在購買或設計廣告時的依據。
1.位置處於網頁上方的廣告在吸引使用者注意並使其產生印象的效果優於在左、右、下方的廣告。
2.動態廣告比靜態廣告能吸引使用者注意並使其產生印象。
3.當使用者瀏覽網頁具有特定搜尋目標時會比無特定搜尋目標容易忽略廣告。
4.當廣告位置處於網頁上方時，廣告有無動態效果都能有效的吸引使用者注意並使其產生印象，但是當廣告位於網頁下、左、右方時使用動態效果廣告比使用靜態效果廣告來的好。
5.當使用者瀏覽網頁具有特定搜尋目標時，對於網頁下方廣告而言，不管有無使用動態效果都無法有效吸引注意，但當使用者隨意瀏覽網頁時，廣告以動態方式呈現其吸引注意效果比靜態呈現方式來的好。

關鍵字

網頁廣告 ； 視覺注意 ； 項目記憶 ； 凝視追蹤

並列摘要

The development of internet creates enormous business in web advertisement market. As a result, there are many different types of advertisements on almost every web page. In this information-overload era, it is important for web advertisers to make their advertisement distinct from others and able to draw user’s limited attention.
From a viewpoint of human information process, the message from advertisement is first received by users, then store and processed in their memory, and finally an action may be made according to user’s decision. Different from conventional focus on the action phase, such as using click rate to evaluate the effectiveness of advertisement, this study emphasizes on the perception and cognition phases and is trying to reveal the effects of web advertisement presentation modes and browsing motivations on user visual attention and item memorization. A gaze tracking system was utilized to collect the data of user’s gaze directions and measure visual attention. Item memorization was measured by recall and recognition test.
The experimental results of this study were listed in the followings. It is believed that the results are useful information to help advertisers or advertisement agents when they purchase or design advertisements.
1.Advertisement located on the top of web page draws more attention and is more memorized than ones on the left, right and bottom.
2.Animated advertisement draw more attention and more memorized.
3.When user have specific search item in mind, they tend to ignore advertisements.
4.When advertisement located on the top of web page, animated or static ones draw the same attention and are memorized at same level. When advertisement located on the left, right, or bottom, animated advertisement draws more attention and is more memorized than static ones.
5.When advertisement located on the bottom of web page, animated or static ones draw the same attention and are memorized at same level if user have specific search item in mind, whereas animated advertisement draw more attention and is more memorized than static one if user does not have specific search item in mind.

並列關鍵字

Web advertisement ； visual attention ； item memorization ； gaze tracking

參考文獻

[13] Abernethy, B. Visual search in sport and ergonomics: its relationship to selective attention and performer expertise. Human Performance 1,1988, pp.205-235.

[14] A. Parkes and N. Coleman “Route Guidance Systems: A Comparison of Methods of Presentating Directional Information to the Driver”, Proceedingsof ergonomic society 1990 Annual Conference, E. J. Lovesay (ed.), Taylorand Francis, 1990.

[16] Bagozzi,R.P.& Silk,A.J. ,”Recall,Recognition, and the Measurement of Memory for Print Advertisements,” Marketing Science,Vol.2,No.2,1983,pp.95-134.

[17] Bayles, M. E. & Chaparro, B. Recall and recognition of static vs. animated banner advertisements, Proceedings of the Human Factors and Ergonomics Society 45th Annual Meeting, (2001). 1201-1204.

[19] Benway, J. P. Banner blindness: The irony of attention grabbing on the World Wide Web, Proceedings of the Human Factors and Ergonomics Society42nd Annual Meeting, 1, (1998).463-467.