臺灣博碩士論文加值系統

中文摘要
本研究目的在探討過去廣告作業上，參與者傾向於在記憶、態度、注意力表現上，不受廣告影響之廣告盲現象是否存在爭論出發，與對新近研究提出的影響因素作驗證，並延伸出對於廣告動態效果之探究與討論。
研究主要分成兩個實驗。實驗一的目的為驗證過去Simola、Kuisma、Öörni、Uusitalo與Hyönä (2011)的研究：發現動態廣告較靜態廣告具吸引注意力與提升再認記憶的效果，並增加對廣告位置、廣告大小的控制。再加入新進研究所考量的影響因素：如專注程度、廣告同質性。結果發現，在實驗一中廣告位置、動態突顯性、專注程度及同質性會提升參與者眼動注意力，以及突顯性與位置的交互作用會影響再認記憶。
根據實驗一的結果，在實驗二中選擇突顯性相近的廣告來釐清在實驗一得到的結果。發現到高靜態突顯度與高動態突顯度結合下對吸引參與者注意力的作用，是否能在不借助動態效果下產生。其結果發現，儘管降低動態效果的影響卻仍能觀察到廣告位置、動態突顯性的作用，並進一步影響了對專注度與同質性操弄的效果，闡明了在攫取參與者注意廣告時，動態突顯性的存在對於吸引參與者注意廣告仍是不可或缺的。而在對廣告產生較佳記憶印象上，可不用憑動態突顯性就能達成，且呈現位置效果的作用較強。

The present study started from replicated previous debates about whether banner blindness was still a common phenomenon while user performing their tasks.
In study 1, we further control those confounding variables in previous research to test whether participants would still be affected by location, ad salience, task demand and ad congruities. And the result showed that participants would still be affected by those manipulations. Especially when ads were high in both motion salience and pictorial
salience and were placed at right location. In study 2, we further examined whether the oculomotor capture phenomenon observed in study 1 would present without motion salience by controlled ads ranking score. And the results of study 2 were similar to study 1 on location and motion salience effect, while the effects of task demand and ad
congruity were reduced. This could be the results of lowering perceptual load as previous researches would suggested. While on the ad recognition test, we found that both ad location and salience combined together to affected ad recognition, while this result was greatly reduced due to lowering perceptual load.

目錄
緒論...........1
廣告突顯性的效果.........2
廣告盲的位置與情境效果.......4
不同專注程度對注意力攫取效果的作用......5
不同廣告－內容同質性對廣告吸引效果的影響.....7
廣告突顯性多重管道假設........8
小結...........9
實驗一..........10
實驗目的.........10
方法...........11
實驗設計.........11
實驗儀器.........14
實驗程序.........14
參與者..........16
結果與討論..........16
資料篩選與分析方法........16
結果.........18
是否注視廣告.......19
視覺突顯性是否能促進廣告注意情形.....19
右方廣告注意偏好.......22
難度與廣告同質性的效果......23
廣告呈現情境與突顯性對優先吸引注意程度的影響...24
廣告注意程度對廣告記憶的影響.....26
小結.........29
實驗二..........33
實驗目的.........33
方法...........34
實驗設計.........34
參與者..........35
結果與討論..........35
資料篩選與分析方法........35
是否注視廣告.........37
視覺突顯性與廣告呈現位置效果.....37
難度與廣告同質性的效果......40
廣告呈現情境與突顯性對優先注視比率的影響...42
廣告注意力對廣告記憶的影響......44
廣告攫取效果是否可依賴單一管道突顯性.....46
小結...........48
綜合討論...........50
廣告呈現位置.........50
廣告突顯性..........51
專注程度效果.........54
廣告同質性效果........54
應用上的建議.........55
未來研究的建議與修正.......56
參考文獻...........57
附錄一：實驗分析結果.........58
附錄二：實驗廣告刺激.........69
附錄三：廣告庫篩選作業問卷指導語與例題......151

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