信息框架下绿色展览广告对消费者注意力的影响  

The Influence of Green Exhibition Advertising on Consumer Attention under the Information Framing

作　　者：杜昕蓉 宋红娟 DU Xinrong;SONG Hongjuan(MTA Education Center,School of Tourism,Hainan Tropical Ocean University,Sanya 572022,Hainan,China)

机构地区：[1]海南热带海洋学院旅游学院,MTA教育中心,海南三亚572022

出　　处：《科技和产业》2023年第8期213-219,共7页Science Technology and Industry

摘　　要：在信息快速传递的当下,吸引消费者的注意力在广告营销中变得愈发重要,而把消费者的注意力转化到对广告内容的关注上也成为当下营销的关键。以绿色展览广告为例,探讨信息框架(感知获得、感知损失)对消费者注意力(瞳孔大小、注视时长、注视持续时间、兴趣区统计、兴趣区序列)的影响。研究发现,相较于感知损失,感知获得对消费者的瞳孔大小、注视时长、注视持续时间、兴趣区统计的影响更显著,对兴趣区序列的影响不显著。因此,在进行绿色展览广告营销时,应更加关注信息框架对消费者注意力的影响,以增强绿色展览广告的营销效果,提升消费者的环保、低碳意识。At the moment of rapid information transmission,attracting consumers‘attention is increasingly important in advertising and marketing,and turning consumers’attention to advertising content has become the key to current marketing.Green exhibition advertising is taking as an example to explore the influence of information framing(perception gain,perception loss)on consumer attention(pupil size,fixation duration,view duration time,area of interest statistics,area of interest sequence).It is found that compared with perceived loss,perceived gain has a more positive influence on consumers‘pupil size,fixation duration,view duration time and area of interest statistics,and has no significant impact on interest area sequences.Therefore,when conducting green exhibition advertising marketing,it is suggested to pay more attention to the impact of information framing on consumer attention,so as to enhance the marketing effect of green exhibition advertising and enhance consumers’awareness of environmental protection and low carbon.

关 键 词：绿色展览广告 信息框架 消费者注意力 

分 类 号：F590.8[经济管理—旅游管理]