弹窗广告的视觉显著性对消费者注意的影响研究  

A Study on the Influence of the Visual Salience of Pop-up Advertisements on Consumers'Attention

作　　者：李勋 孙林辉[1] 朱鹏烨 LI Xun;SUN Lin-hui;ZHU Peng-ye(Xi'an University of Science and Technology,Xi'an 710054,China)

机构地区：[1]西安科技大学,西安710054

出　　处：《人类工效学》2021年第6期33-40,共8页Chinese Journal of Ergonomics

基　　金：国家自然科学基金资助项目(71673220);陕西省教育厅科学研究计划专项(20JK0232)。

摘　　要：目的为提升弹窗广告注意的有效性和视觉显著性。方法在对弹窗广告和视觉显著性的概念界定和分类的基础上,基于知觉负荷理论设计了调查问卷和眼动实验。结果视觉显著性高的弹窗广告相较于视觉显著性低的弹窗广告能够获得更好的注意效果,并且不受弹窗广告出现类型(漂浮式、跃出式)的影响。结论本研究结果可以有效发掘弹窗广告中视觉显著性的影响因素问题,为相关电商企业对设计、布局和投放弹窗广告提供参考。Objective To enhance the effectiveness of attention and visual significance of the pop-up advertisement.Methods Based on the definition and classification of pop-up ads and visual saliency,questionnaires and eye movement experiments were designed according to the perceptual load theory.Results Pop-up ads with high visual saliency can get better attention than those with low visual saliency,and were not affected by the types of pop-up ads(floating,or leaping).Conclusion The results of this research can effectively explore the influence factors of visual saliency in pop-up advertisements,and provide certain inspiration for e-commerce companies on the design,layout and release of pop-up advertisements.

关 键 词：人机交互 知觉负荷 界面 弹窗广告 视觉显著性 消费者注意 眼动 注意效果 互联网 

分 类 号：B842.2[哲学宗教—基础心理学]