以眼動儀實驗對於Instagram行動遊戲廣告效果之探討－以iOS為例

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Please use this identifier to cite or link to this item: https://irlib.pccu.edu.tw/handle/987654321/50814

Title:	以眼動儀實驗對於Instagram行動遊戲廣告效果之探討－以iOS為例 An Eye Tracker Experiment of Instagram Mobile Game Advertisement Effect - Taking iOS as an Example
Authors:	林子堯
Contributors:	企業實務管理數位碩士在職專班
Keywords:	注意力印象度眼動行為眼動儀 instagram attention impression eye tracking eye tracker
Date:	2021
Issue Date:	2023-02-13 12:41:32 (UTC+8)
Abstract:	雖然針對網路廣告的研究已經具有一定程度與數量的研究，但是主要針對的內容，仍是以PC端的設備與網頁形式為主，而有關於行動廣告與使用者相關行為的研究卻是少見。有鑑於行動裝置的普及化，對於使用者眼球的爭搶也從電腦轉移到行動裝置身上，而眼動相關裝置，也由PC的外部裝置，轉而由手機提供的解鎖與臉部掃描功能而得以實現，因此讓行動廣告的使用行為可以藉由眼球追蹤的方式量化。在行銷策略上，廣告投放廠商常藉由5A的行銷路徑模型(aware, appeal, ask, active, advocate)訂定相關行銷與廣告策略，而遊戲廠商是為了找到新手遊戲玩家，更是經常使用行動裝置的廣告平台投放線上廣告，但是關於廣告效果的部份，各家廠商仍以試誤法為主投放的方式，因此本論文主要探討在線上廣告的注意力與印象度，並以IOS平台與裝置上的instagram三種不同類型的廣告為主。受測者界定為16-45歲男性為主，並藉由眼動HAWKEYE APP偵測並量化受測者的注意力，再以問卷的放試藉由廣告確認的行為測試並了解受測者的印象度。最後藉由變異數分析的方式來了解哪種廣告類型對於受測者的具有較高的注意力與印象度。進行30份實驗與問卷內容，受測數據與結論，將供給未來線上投放的廠商與廣告商在IG投放行動廣告的依據。本研究是針對遊戲常用的廣告進行相關的研究，研究設計上，共投放三種廣告，第一種是遊戲有趣、趣味性的梗圖廣告，第二種是遊戲形象廣告，第三種是給予福利的優惠廣告，並製作了一個模擬的IG網頁，將三個廣告放入裡面，讓受測者瀏覽，並錄影在受測過程當中眼動的反應，藉由眼動與數據資料的過程，了解受測者在看IG頁面的狀況。實驗數據在變異數分析的結果是三種廣告所造成的效果皆不相同，依據計分公式計算，分數最好的是主打梗圖廣告類行為最高，在綜合評分上分數最高，但在印象度與注意力相關性分析中，則是以形象廣告潛力最好。而優惠廣告則呈現特定項目有極好的效果。以結論來說，廣告投放的前後期所需的策略不同，前期需要主打品牌形象或是點擊率較高的行為時，可以以形象廣告為主要廣告行為，但若是希望可以讓使用者眼球停留在廣告上，並且增加遊戲產品印象度時，有趣類型的廣告會是一個很好的選擇。而配合新手活動的廣告則是最後搭配其他種類廣告使用的選擇。這些內容將提供廠商作為投放廣告或行銷前後不同時期所使用不同策略的參考與依據。 Although there has been a certain degree and amount of research on online advertising, the main content is still in the form of PC-side devices and web pages, while research on mobile advertising and user-related behavior is rare. In view of the popularization of mobile devices, the scramble for eyeballs of users has also shifted from computers to mobile devices, and eye movement-related devices are also converted from PC external devices to the unlocking and face scanning functions provided by mobile phones. It can be realized, so that the behavior of using mobile advertising can be quantified by eye tracking. In terms of marketing strategy, advertising vendors often use the 5A marketing path model to formulate relevant marketing and advertising strategies. Game vendors are to find novice gamers, and they often use mobile device advertising platforms to place online ads. In terms of effect, each manufacturer still uses trial and error as the main advertising method. Therefore, this paper mainly discusses the attention and impression of online advertising, and mainly focuses on three different types of advertising on the IOS platform and Instagram on the device. . The testees are defined as 16-45 year-old males, and the attention of the testees is detected and quantified by the eye movement HAWKEYE APP, and then the behavior test confirmed by the advertisement through the questionnaire test to understand the testee’s Impression. Finally, the method of variance analysis is used to understand which type of advertisement has higher attention and impression to the testees. It is expected that 40 experiments and questionnaires will be carried out. The tested data and conclusions will provide the basis for future online manufacturers and advertisers to place mobile ads on IG. This research is to conduct related research on the advertisements commonly used in games. In the research design, there are three kinds of advertisements. The first is interesting and interesting advertisements for games, the second is game image advertisements, and the third is to cooperate with game novice activities. And created a fake IG webpage and put three advertisements into it for the subjects to browse and record their eye movements during the test. Through the process of eye movements and data, we can understand The subject is looking at the status of the IG page. The results of the variance analysis of the experimental data are that the effects of the three kinds of advertisements are different. According to the scoring formula, the best score is the advertising behavior of the main image, and the highest score on the comprehensive score, but in the test questionnaire Among the impression scores shown in, the best score is based on the stem image advertisement. In the overall conclusion, if the advertisement needs to focus on the brand image or the behavior with high click-through rate, the image advertisement can be the main advertising behavior, but if it is hoped to allow users to focus on the advertisement, and increase the impression of the game At that time, the Gengtu advertisement would be a good choice. Provide manufacturers as a reference and basis for different strategies used in different periods before and after advertising.
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