Evaluation of Reading Performance and Visual Fatigue on Mobile Advertising

• Main Authors: Lai Chih-Hsiang, 賴志祥
• Other Authors: Lin Ya-Li
• Format: Others
• Language: zh-TW
• Published: 2009
• Online Access: http://ndltd.ncl.edu.tw/handle/88294582044006904131

碩士 === 東海大學 === 統計學系 === 97 === In this study, we focus on evaluation the subjective preference, visual performance, visual fatigue, user interface satisfaction, and NSAS-TLX Task Load Index of mobile text advertisings on interface of the simulated iPhone screen. The effects of design factors including presentation mode (Rapid Serial Visual Presentation (RSVP), Leading, and Static), position (Top, Bottom, Google-ad position), speeds (80, 170, and 260WPM), format (keyword-by-keyword, phrase-by-phrase, and sentence), luminance contrast (2/3, 4/5, and 8/9) for mobile text advertisings would be investigated. The results from subjective preference are showed as follows: (1) subjective preference of advertising placing on top of screen is the best; (2) subjective preference of RSVP mode at speed of 170 WPM is the best; (3) subjective preference of RSVP mode with phrase-by-phrase format at speed of 170 WPM was the best, (4) subjective preference of Leading mode at speed of 170 WPM is the best, (5) subjective preference of Leading mode with sentence format at presentation speed of 170 WPM is the best, and (6) subjective preference of each of color combinations (text: series of blues, background: whites) based on luminance contrast 2/3, 4/5, and 8/9 is the best. The results from orthogonal array experiment show: (1) the interaction effects of presentation mode and position as well as presentation mode and speed on reading comprehension score (RCS) are statistically significant; (2) the interaction effect of presentation mode and speed, the interaction effect of presentation mode and format, and the interaction effect of presentation mode and luminance contrast are statistically significant on difference of critical fusion frequency (DCFF). The results from user interface satisfaction (UIS) indicate: (1) the interaction effects of presentation mode and position, presentation mode and format as well as presentation mode and luminance contrast are statistically significant on UIS; (2) common factors including aesthetics, design factors, consistency, and visibility can explain about 80% of total variance for UIS. The results from NASA-TLX task load rating scale is showed as follows: physical demand is considered the most important variable and temporal demand is the least important variable. We can proposed the best advertising type as follows: (1) the best advertising type for reading comprehension score are Leading mode at presentation speed of 170 WPM on Bottom or Google-ad position, and (2) the best advertising type for DCFF is RSVP mode with phrase-by-phrase format based on luminance contrast 4/5.