网页与报纸广告在不同呈现条件的比较研究——来自行为和眼动实验的证据  

The Study of Comparing Online Advertising with Newspaper Advertising in Different Presentation Conditions——The Evidences of Memory and Eye Tracking Experiments

作　　者：杜涵[1] 庞博[1] 陈基越[1] 王爱平[1,2] 

机构地区：[1]北京师范大学心理学院,北京100875 [2]应用实验心理北京市重点实验室(北京师范大学),北京100875

出　　处：《心理学探新》2013年第4期380-384,共5页Psychological Exploration

基　　金：国家基础科学人才培养基金(J0830732)

摘　　要：该研究采用行为实验和眼动追踪的方法考察了不同版式、载体和呈现角度对网页与报纸广告的记忆效果和眼动模式的影响,实验结果表明:(1)在记忆任务中,报纸版式呈现的广告记忆效果显著好于网络版式;纸质载体的广告记忆效果则显著好于电子载体;而阅读材料的水平和竖直不同呈现角度对广告记忆效果无显著影响;(2)在眼动追踪实验中,上半版面广告(第一,二象限)的注视次数和注视时长显著优于下半版面(第三、四象限);左、右版面则无显著差异。各象限广告的注视时长和注视次数按长短和多少顺序是:第二象限、第一象限、第四象限、第三象限。实验结论:广告的版式、载体和呈现位置均会影响广告的加工效果。The present study examined the effects of the different formats, the carriers and the presenting angles on processing online - ads and newspaper - ads in behavior and eye tracking experiments. The results showed： （ 1 ） in the memory tasks, the score of newspaper ads was significantly better than online ads; the score of paper - based ads was significantly better than one of screen presentation ads ; however, the score of the ads presented horizontally was not different from presented vertically. （2）In eye tracking experiment, the ga- zing fixation and duration in the top half area（ the first and second quadrants）of ads were significantly better than the down half area （ the third and four quadrants）. The gazing fixation and duration in left half area（ the second and third quadrants） of ads were not signif- icantly different from the right half area（ the first and fourth quadrants） of ads. In according to how many fixations and how long duration ads gazed in 4 quadrants, their order from high to low was： the second quadrant, the first quadrant, the fourth quadrant and the third quadrant. Conclusion：the format, the carrier and the positions of presenting ads all influence the results of processing advertising.

关 键 词：网页广告 报纸广告 载体 版式 呈现角度 

分 类 号：B848[哲学宗教—心理学]