The impacts of banner and interstitial advertisements when reading web pages: An eye-tracking study

• Main Authors: CHIU, CHI-WEI, 邱繼緯
• Other Authors: CHIU,YI-HSUAN
• Format: Others
• Language: zh-TW
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/78163131602912398329

碩士 === 輔仁大學 === 心理學系 === 105 === In this study, two theoretical approaches of attention were adopted and integrated the past eye-movement research to predict how features of the advertisement can affect attention. We used the total fixation duration and the total fixation counts to measure attention. Banner and interstitial are two of the most used types of advertisement nowadays. Banner ad is a horizontal rectangle, which often appears above or below the page; interstitial ad pops out suddenly and covers part of the content of a web page, users have to click the close button to return the being read web page formerly. There are two experiments in this study. Previous researches had shown that the difficulty of the article-related searching task could affect the attention on advertisements. Therefore, we wanted to figure out whether the difficulty of the articles could have impacts on subjects’ attention on cross-screen ads in the first experiment. In addition, habits generated according to the users’ experiences of reading web pages. Thus, the second experiment aimed to observe whether the attention of subjects would change due to the position, which was different from the subjects’ experience, of the close button. Experiment 1 manipulated the difficulty of the article, the number of banner ads on the page, and the position of the banner ads. The results showed, in the simple article context with banner ads, subjects’ total fixation counts (TC) were more and the recognition accuracy was higher. Compared to the banner ads at the bottom of the page, subjects’ total fixation duration (TD) was longer and TC was more when the banner ads were at the top of the page. Experiment 1 indicated that, subjects did not need to spend much attention to read simple article, therefore could indulge more attention on advertisement. Experiment 2 manipulated the position of the close button (left / right) of the interstitial ad. The result showed, when the close button was on the left side, the total number of staring was more, the time subjects spent to close the advertisement was longer, and subject’s purchase intention was higher. According to experiment 2, more attention would be driven when the close button was on the left side, indicated that the subject’s attention changed due to the position of the close button was different from their experience. The Result found that, the banner advertisements in simple article or on the top of a web page, and the interstitial advertisements which close button on the left can get more attention from subjects. This result can help people how to design an advertisement which can get more attention from users.