The Effects of Design Factors and Cognitive Styles on Users' Attention of Floating Advertisements
| Autor: | Chia-Chun Ma, 馬嘉駿 |
|---|---|
| Rok vydání: | 2003 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 91 Given its prevalence, the Internet has become the fifth major medium in addition to the four existing media, namely TV, radio broadcasting, newspapers and magazine. With an eye-catching combination of sounds, images, animations and hyperlinks, Internet advertisements attract customers’ attention more than conventional planar advertisements do. Floating advertisements, a kind of Internet advertisements, are delivered to Website visitors compulsively. Downloaded automatically during Internet surfing, a floating advertisement always sticks to a certain point on a webpage even while the webpage is being scrolled upward or downward, or it may move or change regularly. Website visitors rarely dislike a floating advertisement, because it occupies little area and thus it seldom trims the visitors’ view of a webpage noticeably. Hence, this research involves studying floating advertisements and related design factors in their presentation with a view to understanding their effect on users’ attention. The experiment was conducted in two stages. The first stage involves assessing subjects’ cognitive styles by means of Hidden Figures Test (HFT) and then dividing the subjects into two groups, which are representative of two diametrically opposite cognitive styles, that is, field-dependent subjects (FD) and field-independent subjects (FI), to undergo subsequent tests on attention. The second stage of the experiment is intended to study the effect of users’ attention, and it encompasses two experimental units, namely (1) user’s operation difference experiment, and (2) user’s vision difference experiment. The user’s operation difference experiment involves the following techniques. Use a self-made experimental homepage to simulate a website engaged in online e-commerce. Combine the design factors (visual presentation factor, figure to text factor, and floating mode factor) in floating advertisements in an interactive manner, so as to produce eight combinations which, coupled with the experimental homepage, result in the visual presentation. Assign tasks to subjects by “introducing situations” to the tasks; ask the subjects to purchase and compare products in the light of the situations set for their tasks; finally analyze how users’ attention is affected by the design factors of floating advertisements and the users’ cognitive styles, after considering whether the users admitted paying attention to the advertisements while performing their tasks and taking account of the users’ retention rates. In the user’s vision difference experiment, the researchers recorded the loci of the subjects’ eyeball movement and the sampling placement distribution of eyeball movement by means of eye-tracking, so as to locate the target of individual subjects’ vision at a moment when a webpage “begins” to be downloaded, a floating advertisement “begins” to appear, and the subjects begin to pay “attention” to the visual target, hoping that the findings may become a piece of supporting evidence to research in this field. As confirmed by both the user’s operation difference experiment and the user’s vision difference experiment, both the floating mode factors of floating advertisements and the users’ cognitive styles have a noticeable effect on the subjects’ attention. The result of the experiment may become a reference for advertisers and advertising agencies in advertisement design, so that their floating advertisements will target their intended customers better. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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