| 袁晓芳,周垚,翟彬宇.微博信息流广告组合与布局方式眼动评估研究[J].包装工程,2021,42(8):205-211. |
| 微博信息流广告组合与布局方式眼动评估研究 |
| Eye Movement Evaluation of Weibo Information Flow Advertising Combination and Layout |
| 投稿时间：2021-01-20 |
| DOI：10.19554/j.cnki.1001-3563.2021.08.027 |
| 中文关键词: 信息流广告 眼动 消费者 组合与布局 设计 |
| 英文关键词: information flow advertising eye movement consumer combination and layout design |
| 基金项目:陕西省科学技术厅青年项目(2020JQ760);中国人类工效学学会-津发科技优秀青年学者联合研究基金(CES-Kingfar-2019-002) |
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| 中文摘要: |
| 目的 探索信息流广告不同组合与布局方式对消费者产生的注意力影响。方法 通过调查分析设计5种微博信息流广告组合与布局方式，利用眼动实验客观数据与调查问卷主观数据相结合的方法来对不同的信息流广 告组合与布局方式进行研究。结果 “图片+超链接”的组合布局方式中，其文字的宣传效果较好;信息流广告的页面下方内容容易使消费者忽略;无论哪种组合方式，信息流广告中的图片都会首先引起消费者的注意。结论 信息流广告的不同组合布局方式会对消费者注意力产生影响，合理地设计信息流广告组合布局方式可以提高消费者的捕捉率，从而增加广告投放效果，提升广告收益。 |
| 英文摘要: |
| In order to find out whether different combinations of information flow advertisements will have different attention effects on consumers, so as to get the best combination.Through the search and design of the advertisement pictures that often appear on the microblog page, five different combinations of information flow advertisements are finally obtained. The combination of eye movement experiment objective data and questionnaire subjective data is used to study different combinations of information flow advertisements.Under the combination of picture and hyperlink, the text has the best publicity effect; the content under the page of information flow advertisement is easy to be ignored by consumers; no matter which combination, the pictures in information flow advertisement will first attract consumers’ attention. Through the study of different combinations of information flow ads, the best combination of information flow ads can be obtained, and put forward theoretical suggestions for the design of information flow ads, so as to improve the capture rate of advertising to consumers and increase the effect of advertising. |
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