位置和相关性对网页广告路径扫描影响的眼动研究摘要： 本研究使用Tobii T120型眼动仪，从注视次数、注视比例、首次注视时间、总注视时间四个方面探讨网页广告位置网页新闻与网页广告的相关性对路径扫描的影响。研究分为两个实验，实验一采用单因素（广告）两水平设计，结果表明：广告图的位置影响被试对网页的加工，被试对页面右侧下部的网页广告的注视次数多，注视时间长，注视比例高，加工程度深。实验二采用2（广告位置：上方、下方）×2（相关性：相关、不相关）两因素被试内设计，结果表明：内容相关性影响网页眼动路径扫描，首次注视时间和注视比例的内容相关性主效应显著，表现为被试落入与新闻内容相关的网页广告兴趣区的首次注视时间和注视比例多于落入与新闻内容不相关的网页内容兴趣区；总注视时间和注视次数的内容相关性主效应显著，表现为被试落入与新闻内容不相关的网页广告兴趣区的注视多于落入与新闻内容相关的网页内容兴趣区。
关键词：路径扫描 网页广告 眼动
The Effect of the Position and Content-Relative on Web Advertisement and Scanpaths:An Eye Movement Study
Abstract: Tobii T120 eye tracker was used in this study, the present study investigated whether the position of Web-advertisements and the content-relative of Web-advertisements affect the participants’s scanpaths with fixation count, time to first fixation, fixation length and fixation percentage. The study has two experiments, the experiment 1 was one-factor design. The results were as follows: on eye movement index, the effect of the position of the Web-advertisements was significant. The number of fixation and fixation percentage of the advertisements located on the bottom of the web pages was larger and higher than that of the advertisements located on the top of the web pages. The experiment 2 was 2(position: top, bottom)×2 (relevancy: related, unrelated)two-factor within-subjects repeated-measure design. The results were as follows: the main effect of the content relevancy of was significant. Fixation count and fixation length of the Web-advertisements located on the unrelated content web page was larger than the Web advertisements located on the related content web page. Time to first fixation and fixation percentage of the advertisements located on the related content web page was larger than the advertisements located on the unrelated content web page.
Key words: scan path; web advertisement; eye movement
*若需了解更多与协助请咨询↓→[电脑QQ][手机QQ]【数据协助】
