广告对儿童数字阅读行为影响的眼动实验研究  

Eye-Tracking Study on the Effect of Advertisement on Children's Digital Reading Behavior

作　　者：刘婧 季静宇 余航 常李艳[2] Liu Jing;Ji Jingyu;Yu Hang;Chang Liyan

机构地区：[1]南京邮电大学管理学院 [2]南京大学金陵学院

出　　处：《图书馆建设》2023年第5期145-156,共12页Library Development

基　　金：国家社会科学基金一般项目“全民阅读时代青少年数字阅读行为的实证研究”的成果之一,项目编号:17BTQ080。

摘　　要：在数字阅读测试中设置有/无广告、与阅读材料相关/不相关的广告、主/客观题,基于眼动追踪技术和访谈结果分析儿童读者在阅读和答题过程中的阅读行为特征与阅读策略差异,结果发现,儿童读者在不同数字情境下浏览行为和测试成绩存在差异,相比有广告,在无广告情况下儿童的平均注视持续时间较短,注视点总次数较少,阅读测试成绩较好,阅读速度也较快;在与阅读材料相关/不相关广告的测试中,广告区的浏览行为和文字区的阅读行为均不存在显著性差异。在阅读策略方面,答主/客观题时,其阅读策略存在显著性差异。基于此,在考虑用户的年龄段和对事物的判断能力的基础上,平台页面的设计尽量不放置广告;教育工作者及家长有意识地培养儿童地数字阅读技能和策略,通过自主学习从多样化形式的在线文本中建构意义,批判性地评估在线信息的可靠性。In the digital reading test,advertisements with/without advertisements,advertisements related/unrelated to reading materials and subjective/objective questions are set,Based on eye tracking technology and interview results,the reading behavior characteristics and reading strategy differences of children readers in the process of reading and answering questions are analyzed.The results show that there are differences in browsing behavior and test scores of children readers in different digital situations.Compared with advertisements,children's average fixation duration is shorter,the total number of fixation points is less,the reading test scores are better,and the reading speed is faster in the absence of advertisements;There was no significant difference between the browsing behavior in the advertising area and the reading behavior in the text area in the test of related/unrelated advertisements.In the aspect of reading strategies,there are significant diferences in their reading strategies when answering subjective/objective questions.Based on this,taking into account the age group of users and their abilty to judge things,it is suggested that the design of the plaform page should not place advertisements as far as possible,Educators and parents need to consciously cultivate children's digital reading skills and strategies,construct meaning from various forms of online text through self-directed learning,and critically evaluate the reliability of online information.

关 键 词：数字阅读 广告影响 眼动实验 数据分析 

分 类 号：G252.17[文化科学—图书馆学]