| Summary: | 碩士 === 中國科技大學 === 視覺傳達設計系 === 105 === The application of Apps is closely related to life. In terms of education, many parents choose to use Apps as the preschool teaching materials for children. To App developers, in order to provide users with free App to enjoy product and service, they have to use the income from mobile advertisement to pay the costs required for operation of App. However, to users, on mobile phone webpages with overload information, mobile advertisement becomes an important factor interfering with operation. Therefore, this study intends to investigate how to present mobile advertisement to win the favor of users and reduce interference for users.
The research results showed that (1) on a portrait screen, users’ attitude towards top configuration of banner advertisement is better; on a landscape screen, top and bottom configuration of advertisement are both favored by users; (2) the interface configuration of advertisement affects reading. When the location of advertisement is closer to operation interface, users are more likely to be interfered with by dynamic banner advertisement; (3) users are more likely to overlook slower dynamic banner mobile advertisement on either portrait or landscape screen. Besides, such advertisement is less likely to interfere with game operation. Based on the above, it is hoped that the research results can be provided as reference for developers, who may take into account comprehensive factors for the visibility of advertisement, such as advertisement version type and advertisement location, in order to reach the balance between advertisement effectiveness and usability.
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