彈出式廣告其彈出時間對廣告凝視行為之影響

CCUR > College of Business > Department of International Trade 7 Graduate Institute of International Trade > Thesis > Item 987654321/23653

Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/23653

Title:	彈出式廣告其彈出時間對廣告凝視行為之影響
Authors:	林若竹
Contributors:	國際貿易學系
Keywords:	網路廣告 internet advertising 橫幅廣告 banner ad 彈出式廣告 pop-up ad
Date:	2012
Issue Date:	2012-11-06
Abstract:	網頁中常見的彈出式廣告，通常是在頁面一開啟時就彈出，目的在藉由阻礙消費者的瀏覽來獲取視覺注意，但是，文獻與生活經驗中都瞭解到，此一廣告幾乎都是被立即點擊關閉。本研究執行實驗設計，操弄彈出式廣告的彈出時間，主張當彈出式廣告較晚彈出，比起較早彈出時，瀏覽者觀看彈出式廣告的次數與秒數較高；而以兩種廣告型式相比，當彈出式廣告較早彈出時，瀏覽者觀看橫幅廣告的次數與秒數高於彈出式廣告，但較晚彈出時，兩者無顯著差異。實驗中募集101名自願受試者，結果發現當彈出式廣告較晚彈出，瀏覽者觀看彈出式廣告的次數與秒數則較高；此外，若以不同廣告型式來看，不論彈出式廣告較早或較晚彈出，瀏覽者觀看橫幅廣告的次數與秒數都高於彈出式廣告。 This research proposes that pop-up ad’s different popping time will affect viewers about watching advertising. This study conducted an experiment with eye-tracking and recruited 101 volunteers. Results reveal that lately popping time lead viewers to watch pop-up ad more. But contrast to banner ad, no matter popping time early or lately, viewers still watch banner ad more.
Appears in Collections:	[Department of International Trade 7 Graduate Institute of International Trade ] Thesis

Files in This Item:

File	Description	Size	Format
index.html		0Kb	HTML	338	View/Open

View Licence

Loading...