服飾網購站內推薦系統與站外個人化廣告之形式與位置對消費者注意力之影響

The Influence of Consumers' Attention from the Image Composition and Position of Apparel Online Advertising.

董婷瑋(Ting-Wei Tung)

指導教授 ： 黃儀婷

中原大學/設計學院/商業設計研究所/碩士(2016年)

https://doi.org/10.6840/cycu201600446

摘要

近年電子商務成為顯學，龐大的商機使得網路商店大量出現，其中以服飾業最為普遍，亦是大眾最常網購的項目。要在競爭激烈的電商環境下成功獲利，網路行銷與廣告也就相對重要。網路服飾商家想要提升商品銷售量，在購物網站內可提供推薦商品的欄位，讓消費者瀏覽到更多商品，進一步增加其購買慾望與購買數量；於購物網站外，隨著廣告技術的進步，針對個人瀏覽與搜尋記錄向消費者推動個人化的廣告，也成為網路商家「再行銷」工具，商家可將廣告瞄準目標群眾，或是曾到訪過的消費者，吸引原本就對商品有興趣的顧客回流、進一步提升購買率。
注意力為知覺處理中重要的一環，無論是網路廣告或是推薦系統，要達到最終銷售目的，首先必須引起消費者視覺注意，才可能進一步引發興趣。本研究分兩個部分，一是以模擬網頁搭配問卷調查法，探討服飾網購站內推薦欄內的商品數量與商品類型對消費者觀看興趣的影響；二則是以眼動儀實驗法，運用眼球追蹤技術，紀錄受測者在不同情形下的視線軌跡與凝視時間，並從中分析其視覺注意力的分佈，以探討站外廣告的內容形式、投放版位與重複曝光對消費者注意力之影響。研究發現：站內推薦欄內的商品數量越多並不會讓消費者觀看的興趣更大、而推薦欄內若放服飾的搭配品項則消費者較容易被吸引；站外廣告的部分，在入口網站中廣告版位為影響視覺注意力的一大因素，中間的版位廣告的總凝視時間與次數遠大於右側版位，而在服飾廣告中加入折扣標示，可有效增加消費者觀看廣告的時間與次數。另外，在內容網頁搭配的廣告中，若將服飾廣告投放在與服飾、時尚、穿著等有關聯的文章中，有助於增加消費者對廣告的整體視覺注意程度。

關鍵字

推薦系統 ； 網路廣告 ； 廣告版位 ； 廣告形式 ； 注意力 ； 眼球追蹤

並列摘要

The vast business opportunity facilitates the online stores springing up, e-commerce has become the mainstream for marketing nowadays. The apparel industry is particularly obvious, with most commodities usually shopped online. To run a profitable e-commerce environment in the highly competitive market relies on Internet marketing and advertising. Presenting consumers more commodities with recommended items to be browsed on the web page may inspire impulse purchase to boost sales for online clothing shops. In addition, as the evolution of advertisement technology targeted at the personal surf and search records to “push” the personalized advertisement becomes “Remarketing” tool for online shopping, these shops are able to promote their commodities by propagating advertisement to potential customers and inspiring their interest to increase the purchase rate.
“Attention” is the most important link for our consciousness to deal with the world. Whatever it is the internet advertisement or recommendation system, in order to raise customers’ interest, we have to get consumers’ attention first. This study is divided into two parts. Firstly, we design a simulation website offering questionnaires in order to survey what the key influence of consumers is between the amount of products in the recommendation field on the web page and product categorization for the online clothing shop. Secondly, by the experimentation of eye-tracking using the eye-tracker, we record vision trajectory and the gaze time of the subject to analyze the distribution of vision attention, and investigate the influence to consumers between the content types, locations, and repetitive exposure of the advertisement outside the website.
The study reveals: putting more products will not interest consumers more; however, the recommendation field on the web page will attract consumers if put with clothing accessories. As for the external portal, the position of the advertisement in the webpage layout/plane design influences customers’ attention. About the total gaze time, an advertisement placed in the middle of the layout gets much more attention time than at the right side. Offering discount information increases consumers’ gaze time and frequency. Furthermore, clothing advertisements collocating with the web contents about articles of clothing, fashion, and outfit increases the whole vision attention from consumers.

並列關鍵字

Ad Components ； Ad Position ； Attention ； Eye-tracking ； Internet Advertising ； Recommendation System

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