在线视频中嵌入广告位置对广告注意程度的影响研究  

Does the Placement of Inserted Advertisement Really Matter?

作　　者：廖以臣[1] 杜文杰[1] 张梦洁[2] 

机构地区：[1]武汉大学经济与管理学院 [2]武汉大学新闻与传播学院

出　　处：《管理学报》2017年第4期561-567,579,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助面上项目(71372127)

摘　　要：针对在线视频中嵌入广告位置(左上角、右上角、左下角、右下角)对观看者注意程度的影响,意在探讨嵌入广告位置对广告注意程度的影响。采用问卷分析法进行研究,发现视频嵌入广告出现在屏幕不同位置时受众的信息处理路径是不同的:当嵌入广告出现在屏幕右下角时,受众由于受到内隐经验的影响,注意程度较其他位置会更好。此外,嵌入广告的暴露时间会正向调节嵌入广告位置对于广告注意程度的影响。但由于观看者视觉感知阈值的存在,其注意程度随着广告暴露时间的增加而存在峰值。This study is focused on the viewersrecall and recognition degree caused by different position of inserted advertisement.The result demonstrates that viewersinformation processing routines and procedures are different when the inserted advertisement is on the different position..When the inserted advertisement is in the bottom right corner,viewers influenced by the previous pre-conscious implicit experience learning via experience system have a better recall and recognition degree than the rest three positions.Besides,the longer exposure time of inserted advertisement is,the better recall and recognition degree the viewers have.However,because of viewers threshold of visual perception,viewers＇ recall and recognition degree will reach the peak with the increase of exposure time of inserted advertisement.

关 键 词：嵌入广告位置 内隐经验 双加工理论 注意程度 视觉感知阈值 

分 类 号：C93[经济管理—管理学]