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研究生:謝毓琛
研究生(外文):Yu-ChenHsieh
論文名稱:網頁資訊型態對旗標式廣告注意力之影響
論文名稱(外文):The Influence of Information Type of the Webpage Contents on Viewer’s Attention to Banner Advertisement
指導教授:陳國祥陳國祥引用關係馬敏元馬敏元引用關係
指導教授(外文):Kuo-Hsiang ChenKuo-Hsiang Chen
學位類別:博士
校院名稱:國立成功大學
系所名稱:工業設計學系碩博士班
學門:設計學門
學類:產品設計學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:61
中文關鍵詞:線上廣告廣告注意力習慣化去習慣化
外文關鍵詞:online advertisingattentionbanner blindnessviewing tasks
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過去有關廣告注意力的研究大多將重心放在廣告的視覺設計因子上,然而旗標廣告盲化現象(Banner Blindness)、『注意力鈍化』和『習慣化』等因素已讓這些強調廣告視覺效果的研究努力受到嚴重挑戰,另外,很多研究也忽略了瀏覽者實際的瀏覽行為是發生在連續性的瀏覽過程中,單頁基礎下所作出的實驗數據可能會對一般狀況下的廣告注意力過度樂觀,故本研究決定從另一個角度來討廣告注意力,改從網頁內容的資訊型態對廣告注意力的影響來探討,並且觀察瀏覽者在連續瀏覽數頁網頁時注意力的衰減,另外,更進一步在不考慮利用廣告的視覺顯著性干擾使用者的前提下,應用『去習慣化』的概念來提升瀏覽者對廣告的注意力。本研究利用二階段實驗來探討研究主題,實驗一探討四種常見的網頁資訊型態在廣告注意力上的差異,實驗二則根據實驗一的結果,探討利用去習慣化的概念提升廣告注意力的可行性。根據我們的研究結果,發現以影像為基礎的資訊型態網頁比純文字或圖文混合網頁有更好的廣告注意力效果;另外我們發現,不論是何種資訊類型的網頁,瀏覽者對廣告的注意力都會在第一頁之後迅速衰減,而利用去習慣化的概念,單純改變瀏覽資訊內容的結構性,讓網頁資訊交錯變化,瀏覽者即可以因為瀏覽結構的變化所產生的新鮮感,延緩在第一頁之後注意力對廣告的迅速衰減,進而提昇廣告的注意力效果。
Most of the previous studies on online advertising inherited the point of view of traditional advertising studies and ignored that the Internet environment has very different features compared to traditional media. One of the most important characteristics of online advertising is the low click-through rate of clickable ads, which has revealed the ¬sobering fact that consumers are seldom aware of the advertising on a webpage. Banner blindness has greatly decreased the influence of advertising’s visual design features like color, font size, and special visual effect. Consumers naturally overlook the advertisements they’ve seen from a previous Internet surfing experience. This inherent feature of the Internet environment has reminded the advertisers to seek more realistic and effective criteria to choose a website or webpage that has better attention retention for their advertisements.
According to traditional attention theory, we know that people pay lesser attention to other objects if the main browsing content occupies more of the viewer’s mental resources. Therefore, we know different contents should have different degrees of influence on the users’ attention on the advertisements. Different from many previous studies on online advertising that focused on the advertisements’ visual design features, this research attempted to focus on how the information type of the browsing contents and the webpage structure influence viewer’s attention on banner advertising. We designed two experiments for exploring this specific issue. The first experiment tested four categorized information types of web content in a 10-webpage viewing flow; Researchers not only observed attention to advertising on one single page, but also observed the fluctuation of that attention’s intensity on a sequential viewing flow; The second experiment which followed the result of the first experiment, redesigned the viewing flow by alternating two types of webpage content in order to verify if the novelty of the viewing flow may produce some type of stimulation on viewer’s attention on advertising. This study hopes to provide valuable information for finding the right advertising and viewing task combination that will stimulate the most user attention.

Chapter 1
Introduction
1.1. Purpose of the study1
1.2. Traditional and internet advertising research.....3
1.3. The Dilemma of Online Advertising...5
1.4. Research questions...6

Chapter 2
Literature review and hypotheses
2.1. Banner blindness...8
2.2. Information types and cognitive workload...9
2.3. Information types and visual perception...10
2.4. Attention decline...11
2.5. The retention of attention...13
2.6. Literature overview...15

Chapter 3
Experiment 1: The influence of information type on viewer’s attention to advertisement
3.1.Method and process of experiment 1...18
3.1.1. Theme of the simulated website...18
3.1.2. Independent variables...20
3.1.3.Dependent variables...20
3.1.4. Format of the mock webpage...21
3.1.5. Development of the mock banner ads...22
3.1.6. Development of the browsing contents...23
3.1.7. Measurements of the attention on the banner ad...24
3.1.8. The Experiment process of experiment 1...25
3.2.Results...27
3.2.1. Attention number difference...27
3.2.2. Advertising attention intensity comparison...29
3.3.Discussions...32
3.3.1. Different information types vs. advertising attention...32
3.3.2. Advertising attention on each page...33
3.3.3. Attention decline...37

Chapter 4
Experiment 2: Influencing viewer’s attention on banner ad by manipulating information type
4.1.Method and process...39
4.1.1. Independent variables...40
4.1.2. Dependent variable...41
4.1.3. Subjects and process...41
4.2. Results of experiment 2...41
4.3. Discussions for the result of experiment 2...44
4.3.1. The difference in reaction to text or image based information...44
4.3.2. Image based format benefits better from the dishabituation effect...45
4.3.3. Harnessing dishabituation to retain viewer’s attention on ads...48

Chapter 5
Conclusions and suggestions
5.1. Conclusions...50
5.2. Suggestions...52
5.3. Shortages and future research...54

References...56
Publication...60
Vita...61
Appendix

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