摘要
目的探索网络广告设计要素对顾客临场感的影响以及临场感与顾客行为意向之间的关系。方法采用视线追踪技术及问卷调查方法,获得32名被试观看享乐品与功能品网络广告时的眼动数据,以及临场感、顾客信任、愉悦和行为意向数据。结果图像要素对三个层次的临场感影响均显著;文案要素仅对社会临场感影响显著;顾客对享乐品与功能品的临场感评价存在显著差异;临场感对访客的愉悦和信任具有显著的正向影响,愉悦和信任对于访客的行为意向具有显著的正向影响;被试在临场感高的广告图片上的浏览时间、平均注视时间、注视次数和回访次数都要高于低临场感广告。结论网络广告设计中通过添加反映目标顾客生活方式的图片和具有情感性的文案能够提升顾客临场感体验,临场感会通过信任、愉悦等中介变量正向影响顾客行为意向,进一步刺激顾客在线购买,深度释放网络广告价值。
Objective To explore the influence of design elements of online advertising on consumer＇s presence and the relationship between consumer＇s presence and consumer＇s behavioral intentions. Methods 32 participants＇ eye movements and subjective data on presence,trust,pleasure and behavioral intentions were collected through eye tracking technology and subjective questionnaire on both hedonic product advertising and functional product advertising. Results Image makes significant difference on three levels of presence,text makes significant difference only on social presence; Hedonic products and functional products make significant difference on presence; Presence positively affects consumer＇s pleasure and trust,pleasure and trust positively affect consumer＇s behavioral intentions. Participants in the high presence advertising gain higher visual time,average fixation duration,fixation count and revisit time than those in low presence advertising. Conclusion Consumer＇s presence will be improved by adding the picture reflecting the target people＇s lifestyle and emotional text,which will positively affect consumer＇s behavioral intentions through intermediary variables called trust and pleasure,and thus inspire consumer＇s online shopping and release the value of online advertising deeply.
出处
《人类工效学》
2015年第3期14-20,共7页
Chinese Journal of Ergonomics
基金
国家自然科学基金项目(71171041&71471033)
关键词
网络广告
临场感
眼动行为
行为意向
电子商务
网上购物
online advertising presence eye-tracking behavioral intentions electronic commerce online shopping
