博碩士論文 etd-0625115-144244 詳細資訊


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姓名 黃婷怡(Ting-Yi Huang) 電子郵件信箱 E-mail 資料不公開
畢業系所 資訊管理學系研究所(Information Management)
畢業學位 碩士(Master) 畢業時期 103學年第2學期
論文名稱(中) 探討視覺對比性對關鍵字廣告之注意力捕獲效果
論文名稱(英) Influences of Visual Contrast on Attentional Capture of Keyword Advertising
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    摘要(中) 本研究探討視覺對比性以及意圖影響關鍵字廣告捕獲注意力的效果。使用者進行查詢時採取特徵搜尋模式,當使用者有想觀看的目標時,會尋找跟該目標有相似視覺特徵的事物。視覺對比性為物體與周邊物體相比,在視覺特徵上顯眼的程度,根據使用者的意圖認為需要觀看廣告與否,將會選擇視覺上近似原生結果(對比性低)的內容,或是視覺上看似廣告(對比性高)的內容。
    本研究利用眼動儀測量注意力。將受測者分為「高對比」以及「低對比」兩組,每位受測者須進行「商品資訊查詢」(廣告符合意圖) 與「非商品資訊查詢」(廣告不符合意圖) 任務。研究結果顯示,關鍵字廣告在高對比與低對比設計下,商品資訊查詢都比非商品資訊查詢捕捉更多注意力;在商品資訊查詢下,對比低的廣告比高對比廣告捕捉更多注意力;非商品資訊查詢下,高低對比廣告無差異。因此建議廣告內容需符合使用者意圖,並且設計低對比的廣告。
    摘要(英) This study aims to discuss the influences of visual contrast and intention on attentional capture of keyword advertising. When users query, they adopt feature search mode, and looking for the things with visual feature similar to the target they want. Visual contrast means items’ salience degree compares to their neighbors. According to users’ intention that they need to look advertising or not, attention will select the feature similar to organic search result (low contrast) or the feature similar to advertising (high contrast).
    This study used eye-tracking as an instrument to provide information about the user’s visual attention. Subjects were divided into two groups: high and low contrast. Each subject did both 'product information query' (advertisement corresponded with intention) and "non-product information query" (advertisement do not corresponded with intention) tasks. Results show that keyword advertising captures more attention in product information query than non-product information query under both high and low contrast; Keyword advertising captures more attention in low contrast under product information query; There is no difference between high and low contrast under non-product information query. The result suggests that keyword advertising should fit user's intention, and designed in low contrast.
    關鍵字(中)
  • 廣告視盲
  • 搜尋模式
  • 眼動行為
  • 視覺突出假說
  • 關鍵字廣告
  • 關鍵字(英)
  • visual salience hypothesis
  • eye movement
  • search mode
  • keyword advertising
  • banner blindness
  • 論文目次 論文審定書 i
    致謝 ii
    摘要 iii
    Abstract iv
    第一章 緒論 1
    1-1 研究背景與動機 1
    1-2 研究目的 1
    1-3 研究範圍限制 2
    1-4 研究流程 3
    第二章 文獻探討 4
    2-1網路查詢 4
    2-1-1 關鍵字廣告 4
    2-1-2網路查詢意圖(intent of web queries) 5
    2-2網路廣告 6
    2-2-1網路廣告類型整理 6
    2-2-2廣告視盲 9
    2-2-3網路廣告有效性之相關研究 10
    2-2-4廣告有效性小結 16
    2-3注意力 18
    2-3-1注意力瓶頸理論(bottleneck theories of attention) 18
    2-3-2選擇性注意力(selective attention) 18
    2-3-3搜尋模式 20
    2-3-4注意力與眼動行為 22
    第三章 研究方法 24
    3-1研究設計 24
    3-2實驗對象 24
    3-3研究架構及假說 24
    3-4實驗設備 28
    3-5 實驗設計與流程 28
    3-5-1實驗設計 28
    3-5-2實驗流程 29
    第四章 研究結果分析 30
    4-1總凝視時間差異 30
    4-2總凝視次數差異 32
    4-4結果整理 34
    4-5研究假說檢定結果 38
    第五章 結論與建議 39
    5-1研究發現 39
    5-1-1使用者之意圖決定是否觀看廣告 39
    5-1-2低視覺對比性能得到較多注意力 39
    5-1-3 關鍵字廣告呈現方式建議 40
    5-2後續研究建議 40
    參考文獻 42
    中文文獻 42
    英文文獻 42
    附錄一 實驗畫面 45
    附錄二 實驗參與同意書 53
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    http://buzzorange.com/techorange/2012/12/19/how-much-do-you-know-about-native-ads/
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    口試委員
  • 楊淯程 - 召集委員
  • 黃莉婷 - 委員
  • 林信惠 - 指導教授
  • 口試日期 2015-07-14 繳交日期 2015-07-25

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