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研究生:張育祥
研究生(外文):Chang, Yu-Hsiang
論文名稱:以知覺負載理論探討擬 3D 環境下的注意力配置與記憶:360 度影片的廣告效果
論文名稱(外文):Exploring attention attribution and memory in pseudo-3D environment with the perspective of perceptual load: Advertising effects of 360 videos
指導教授:陶振超陶振超引用關係
指導教授(外文):Tao, Chen-Chao
口試委員:張永儒詹雨臻
口試委員(外文):Chang, Yung-JuChan, Yu-Chen
口試日期:2018-03-27
學位類別:碩士
校院名稱:國立交通大學
系所名稱:傳播研究所
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2018
畢業學年度:107
語文別:中文
論文頁數:105
中文關鍵詞:360度全景影片知覺負載理論注意力廣告置入品牌再認
外文關鍵詞:360 videosTheory of Perceptual loadattentionadvertising placementbrand recognition
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近年來 360 度全景影片逐漸興起,然而目前學界對於 360 度影片的注意力效果研究仍相當稀少。因此,本研究以知覺負載理論切入,探討不同程度的知覺負載以及不同操弄知覺負載的方式,對於人們觀看 360 度影片時的注意力分配有何效果。本研究採 3(知覺負載:低/高/無)X 2(知覺負載的操作型定義:刺激物集合數量/任務指導語)的 2 因子實驗設計,以了解不同程度的知覺負載以及不同的負載操弄方式對於影片中廣告品牌再認的效果。品牌再認主要以再認正確率、敏感度作為測量指標。研究有兩點主要發現:1. 有知覺負載的搜索任務組別的品牌再認效果大於無知覺負載的自由瀏覽組別;2. 操弄刺激物集合數量組別的品牌再認效果大於操弄任務指導語的組別。本研究結果與知覺負載理論相符,也針對 360 度影片的環境中的廣告置入方式以及影片型態提出建議。
Recently, 360 videos have been jumping onto the booming trend, but little do researchers know about the attention effect of these kind of videos. Therefore, the current research tried to explore people’s attention attribution while watching 360 videos in different amounts of perceptual load and in different ways of manipulation, with the perspective of theory of perceptual load. The current study employed a two-factor design with 3 (Perceptual load: High/Low/None) X 2 (Way of manipulation: Display set size/Instruction), with the hope of understanding the influence of different degrees of perceptual load and ways of manipulation on brand recognition. Brand recognition is mainly measured in three ways: recognition error rate and sensitivity. The study found that 1. Those in the experiment group (perceptual load) showed better brand recognition than those in the control group (no perceptual load); 2. Better brand recognition was found in display set size manipulation than in instruction manipulation. All in all, the current research shows consistency with what was found in Lavie’s studies, and also gives suggestions regarding advertising placement and presenting pattern in 360 videos.
中文摘要 ................................................................................................... I
Abstract ..................................................................................................... II
目錄 .......................................................................................................... III
第壹章、緒論 ......................................................................................... 1
第一節 研究背景與研究問題 ................................................................... 1
第二節 研究重要性 ....................................................................................... 1
一 理論重要性.................................................................................................................... 1
二 方法重要性.................................................................................................................... 2
三 實務重要性.................................................................................................................... 2
第三節 全文架構 ........................................................................................... 3
第貳章、文獻探討 ............................................................................... 4
第一節 360 影片與廣告注意力的關係 ................................................. 4
一 360度全景影片與虛擬實境(Virtual Reality) ...................................... 4
二 360影片的廣告置入:資訊複雜度與主要任務的影響 ........................ 5
第二節 知覺負載理論 .................................................................................. 7
一 注意力與有限容量模式 ..................................................................................... 7
二 早選與晚選的爭論:主要任務與廣告之間的注意力關係 ………....... 9
三 早選與晚選之間的妥協——知覺負載理論 ............................................ 10
四 知覺負載的操弄 ................................................................................................. 11
五 知覺負載理論所面臨的挑戰 ......................................................................... 21
第三節 以眼動指標測量廣告效果 ........................................................ 22
一 眼球構造概述 ...................................................................................................... 22
二 眼動類型與指標 ................................................................................................. 24
第參章、實驗 ....................................................................................... 26
第一節 研究假設 ......................................................................................... 26
第二節 研究方法 ......................................................................................... 28
一 實驗設計 ................................................................................................................ 28
二 自變項操弄 ........................................................................................................... 29
三 應變項:品牌記憶測量(品牌再認正確率、敏感度) ....................... 34
四 實驗工具 ................................................................................................................ 37
五 參與者 .................................................................................................................... 38
六 實驗環境與程序 ................................................................................................. 38
第肆章、研究結果 ............................................................................. 40
第一節 眼動資料分析方式 ...................................................................... 40
第二節 假設驗證 ......................................................................................... 40
一 知覺負載操弄檢定 ............................................................................................ 40
二 再認正確率(recognition error rate) ....................................................... 42
三 再認敏感度(sensitivity) ............................................................................. 44
四 享樂感(enjoyment) ...................................................................................... 48
第三節 結果討論 ......................................................................................... 48
第伍章、研究發現與討論 ............................................................... 51
第一節 知覺負載理論在 360 度影片的環境中是否仍然可行?.... 51
第二節 知覺負載的操弄方式 ................................................................. 52
第三節 觀看 360 度影片時的享樂感 ................................................. 53
第四節 360 度影片的呈現型態 ............................................................. 53
第五節 研究限制與未來研究建議 ........................................................ 54
一 實驗設備 ................................................................................................................ 54
二 受測者的觀影經驗 ............................................................................................ 55
三 實驗刺激物設計 ................................................................................................. 56
參考文獻 ................................................................................................ 57
附錄 .......................................................................................................... 63
附錄一、影片一置入品牌總覽 ............................................................... 63
附錄二、影片二置入品牌總覽 ............................................................... 64
附錄三、影片一再認測驗置入品牌 ..................................................... 65
附錄四、影片二再認測驗置入品牌 ..................................................... 66
附錄五、享樂感量表 .................................................................................. 67
附錄六、實驗同意書 .................................................................................. 68
附錄七、眼動校正流程 ............................................................................. 70
附錄八、MediaLab 實驗指導語 ............................................................ 71
附錄九、刺激物製作 .................................................................................. 89
附錄十、實驗室設置 .................................................................................. 96
附錄十一、西中名詞對照表 ................................................................. 102
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