| 摘要: | 由於網路的快速發展及使用人數的日漸增加，各類網路平台如雨後春筍，紛紛出現，其中YouTube成為近年來熱門的娛樂平台之一，而支撐YouTube營運之收入來源，便是其發展出的六種不同模式之廣告，尤其可略過式廣告可在觀看五秒後自行選擇跳過廣告並接續影片的觀看，降低觀眾對廣告刺激所引起的負面態度，因此較能被觀眾所接受。
無論何種廣告皆可能包含可引起喚起的元素，例如音樂、圖片、顏色等。喚起是一種物理狀態，在人接受刺激後使生理及心理產生反射反應。過去研究表明喚起可以影響注意力、思想及行為，其中注意力會因喚起的影響而更加集中，但由於廣告的出現會使消費者認為與自身使用網路的目標遠離，而在喚起的影響下更試圖將注意力轉移並集中至廣告上，此廣告刺激可能加劇感知目標障礙的形成，並強烈驅使廣告避免行為的產生，另外研究中控制受試者在使用YouTube時為高目標導向，並認為目標導向調節了高喚起對注意力的影響，因此本研究以喚起程度對視覺注意力的影響為出發點，探討可略過式廣告的喚起程度對於觀眾在有使用目標時的瀏覽行為之影響。
本研究執行實驗設計，操弄可略過式廣告的喚起程度，並透過膚電儀及眼動儀進行實驗。實驗中共募集101位有效參與者，研究結果發現，無論喚起程度，當廣告跳出的同時，消費者便已有感知目標障礙的產生，因此在略過鍵上有更多的注意，而在等待略過鍵生效的五秒鐘期間，可能受到喚起的影響，消費者在高喚起廣告之中央區域的瀏覽低於低喚起廣告，且會更快速的點擊略過鍵以避免該廣告。藉由本研究之結果，希望能讓後續欲使用略過式影片廣告作為曝光的廣告業者在品牌或商品資訊的擺放位置上有所依據。
Due to the rapid development of the internet and the increasing number of users, various online platforms have sprung up and appeared one after another, among them, YouTube become one of the most popular entertainment platforms in recent years, and the source of income that supports YouTube’s operation is the six different advertising models it has developed. Skippable video ads can choose to skip the ads and continue watching the video after viewing it for five seconds, which reduces the negative attitude of the audience to the stimulus of the advertisement and is therefore more acceptable to the audience.
No matter what kind of advertisement, it may contain elements that can cause arousal, such as music, pictures, colors, etc. Arousal is a physical state that causes physical and psychological reflexes after a person receives a stimulus. Past studies have shown that arousal can affect attention, thoughts, and behavior. And the attention will be more concentrated due to the influence of arousal, but the appearance of advertisements will make consumers think that they are far away from their goals of using the Internet, and under the influence of arousal, they will try to divert their attention and focus on the ad, hence advertising stimulus may exacerbate the formation of perceived goal impediment and strongly drive advertising avoidance behavior. In addition, in the study, the subjects were controlled to be highly goal-oriented when using YouTube, and it was believed that goal-oriented moderated the effect of high arousal on attention. Therefore, this research takes the influence of arousal degree on visual attention as the starting point and explores the influence of the arousal degree of skippable ads on the viewer’s browsing behavior when there is a use target.
This study performed an experimental design to manipulate the level of arousal of the skippable ads and experimented with GSR and eye tracker. There are 101 effective participants were recruited in the experiment. The results of the study found that, regardless of the level of arousal, when the advertisement jumps out, consumers already perceive goal impediment, so they pay more attention to the skip button, and wait for the skip effective for five seconds. It may be affected by arousal. Consumers browse in the central area of high arousal ads low than low arousal ads and will click the skip button more quickly to avoid the ad. Based on the results of this research, it is hoped that companies who want to use skippable video ads as exposure will have a basis on the placement of brand or product information. |
