不同呈现方式的网页广告的眼动研究  

A Study on Eye Movements of Different Presentations of Web-ads

作　　者：程利[1] 杨治良[2] 王新法[2] 

机构地区：[1]大庆师范学院,大庆163712 [2]华东师范大学心理系,上海200062

出　　处：《心理科学》2007年第3期584-587,591,共5页Journal of Psychological Science

基　　金：黑龙江省教育厅人文社会科学研究项目资助;批准号为11524004。

摘　　要：选择25名视力正常的大学生,用眼动仪记录他们浏览不同呈现方式、不同位置的网页广告的眼动过程。结果发现:1.对于不同呈现方式的网页广告,从记忆成绩看:彩色组显著优于黑白组,两者与动画组没有显著差异;从眼动指标看:动画组和彩色组的注视次数和注视时的明显高于黑白组。2.网页广告的位置对被试的记忆成绩与眼动模式有一定的影响,表现为上部与中部注视次数增加,注视时间长。记忆成绩也表现为差异显著,中部与上部的记忆效果好。Using the Eye View Monitoring Systems,this paper records the eye movements index of 25 second-year college students, all normally sighted, on browsing web-ads presented in different manners and locations. The results are as follows： 1. As to web-ads presented in different manners, the subjects browsing the color ads are much better than the subjects browsing the black-white ones in terms of memory effect; the fixation times of the subjects browsing the color ads and flash are much higher than the subjects browsing the black-white ones in terms of eye movements index, and the duration time is also longer. 2. The locations of the web-ads have great influence on the eye movements. The fixation times increase when browsing ads are located in the upper and middle of the web, and longer time is given. The memory results are quite different, the memory effect of browsing the upper and middle is good.

关 键 词：网页广告 眼动 广告效果 呈现方式 

分 类 号：B842[哲学宗教—基础心理学]