Evaluation and Analysis of How to Remove Ads Based on Ad Avoidance
Autor: | Namgyu Kang, Sadahiro Suzuki |
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Rok vydání: | 2021 |
Předmět: | |
Zdroj: | Advances in Industrial Design ISBN: 9783030808280 AHFE (2) |
DOI: | 10.1007/978-3-030-80829-7_118 |
Popis: | There are the following three types of ad avoidance in mobile; 1) ‘Immediate avoidance,’ 2) ‘Cognitive avoidance,’ and 3) ‘Prior avoidance.’ ‘Immediate avoidance’ is the most common avoidance type. This study aims to elucidate how a user feels and recognizes the advertised information based on ad avoidance using the following five ways of removing ads; 1) X Button-type, 2) Skip-type, 3) Peel off-type, 4) Swiping-type, and 5) Eraser-type. We also seek ways to change the avoidance level from ‘Immediate Avoidance’ to ‘Cognitive Avoidance.’ we conducted an experiment using these five ways. We analyzed how to remove ad based on the standard of ‘Cognitive test of ad content,’ ‘Usability evaluation,’ ‘Impression evaluation,’ and ‘Ranking evaluation.’ As a result, there is a need for ‘Noticeable clues’ and two factors for the excellent ad; 1) “Innovative originality” and “Usability that makes it hard to feel stress.” |
Databáze: | OpenAIRE |
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