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重复呈现和分心物对不同熟悉度网络广告注意效果的眼动研究.docx

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重复呈现和分心物对不同熟悉度网络广告注意效果的眼动研究 摘要： 本研究旨在研究重复呈现和分心物对不同熟悉度网络广告注意效果的影响。通过眼动仪测量参与者的注意力，并分析其眼动轨迹，我们发现在重复呈现和分心物的条件下，参与者对于熟悉度较高的广告的注意力更加集中稳定。而对于熟悉度较低的广告，则更易受到分心物的干扰。 Abstract: Thisstudyaimstoinvestigatetheimpactofrepeatedexposureanddistractionsonattentionaleffectsfornetworkadvertisingwithdifferentlevelsoffamiliarity.Participant’sattentionwasmeasuredbyaneye-trackerdeviceandanalyzedtheirgazepath.Wefoundundertheconditionsofrepeatedexposureanddistractions,participants’attentionwasmorestableandconcentratedforadvertisingwithhigherfamiliarity.However,foradvertisementswithlowerfamiliarity,theyweremorelikelytobedisruptedbyexternaldistractions. Introduction: Withtheriseoftheinternet,networkadvertisinghasbecomeacriticalpartoftoday’smarketingindustry.Comparedwithtraditionaladvertising,networkadvertisinghasitsadvantagesofalowercost,wideraudience,andmoreprecisetargeting.Thesuccessofonlineadvertisingdependsonwhetheritcaneffectivelyattractconsumers'attention. Thecognitivepsychologytheorysuggeststhatconsumers'attentionisalimitedresource,anditcanbeaffectedbyinternalandexternalfactors.Repetitionisausefultechniqueforonlineadvertisingtoincreasethefamiliarityofproductsorbrands.Distractionsmayhaveeffectsonconsumers’attentionandtheninfluenceadvertisingeffectiveness.Therefore,weaimtoinvestigatetheimpactofrepeatedexposureanddistractionsonattentionaleffectsfornetworkadvertisingwithdifferentlevelsoffamiliarity. Methods: Participants: 63participantswererecruitedfromtheUniversityofABCandvolunteeredforthestudy.Noneofthemhadanyknownvisualorcognitivedisorders. Materials: Twentynetworkadvertisementswereselectedfromtheinternet,andtheirfamiliaritylevelswereratedwitha7-pointscalebyanindependentmarketingexpert.Weselectedtenadvertisementswithhighfamiliarityasthehighfamiliaritygroup,andtheremainingtenadswereoriginallyunfamiliarwiththeparticipants,selectedasthelowfamiliaritygroup.Theselectedadvertisementsalllastedfor15seconds,withthesamecolorsandmovements. ApparatusandProcedure: Theexperimentwasdesignedina2x2between