摘要
本研究引入视觉注意计算模型,借助眼动追踪技术,构建了视觉显著性、任务类型和内容一致性对广告注意效果的三项联合影响模型。对240名被试的眼动数据进行分析,结果表明:任务类型及内容一致性在视觉显著性对广告注意效果的影响过程中均起到了显著的调节作用;任务类型,内容一致性与视觉显著性三项交互联合影响用户对网络广告的注意效果:在浏览任务情境下,广告的视觉显著性高且与网页的内容一致时,被试的注意效果最好。本研究丰富了计算神经科学在营销领域的运用,为企业选择合适的网络广告策略提供了借鉴。
The visual attention computing model was introduced to construct three joint influence models of visual saliency,task type and content consistency on advertising attention with the help of eye tracking technology. The results of the 240 subjects' eye movement data show that the task type and content consistency have played a significant adjustment role in the effect of visual saliency on advertising attention,and the combination of task type,content consistency and visual saliency affects the effect of the users' attention to internet advertising. In the context of browsing tasks, when the visual saliency of advertisements is high and consistent with the content of web pages, the attention of the subjects is the best. This article enriches the application of computational neuroscience in the marketing field. The conclusion provides some inspiration for enterprises to choose appropriate network advertising strategies.
作者
杨强
谢其莲
蒋玉石
YANG Qiang;XIE Qi-lian;JIANG Yu-shi(School of Economic Management,Southwest Jiaotong University,Chengdu 610031,China)
出处
《工业工程与管理》
CSSCI
北大核心
2019年第3期180-187,共8页
Industrial Engineering and Management
基金
国家自然科学基金资助项目(71572156)
国家社科基金项目资助项目(15XJY008)
教育部人文社科资助项目(19YJC630060,19YJC860033)
西南交通大学“一带一路”研究专项任务项目(268YDYLZ01)
关键词
网络广告
视觉显著性
任务类型
内容一致性
注意效果
online advertising
visual saliency
task type
content consistency
attention effect
