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Do not allow pop-up ads to appear too early: Internet users’ browsing behaviour to pop-up ads
Behaviour & Information Technology ( IF 3.7 ) Pub Date : 2020-06-23 , DOI: 10.1080/0144929x.2020.1784282
Ai-Yun Hsieh, Shao-Kang Lo, Yu-Ping Chiu, Ting Lie

ABSTRACT

This study examines the timing of pop-up advertising appearance and its effect on perceived intrusiveness, advertising irritation and advertising avoidance. Experiment was designed to build a virtual Internet environment (including the main content on the webpage and a pop-up ad) and to manipulate the timing of the pop-up advertising appearance. Participants were invited to participate in two experiments, and then assigned to a specific target browsing task; their advertising browsing activities during the task were measured. In order to measure their cognitive advertising avoidance, an eye-tracking device was utilised to gain objective and accurate psychological information. Results showed that earlier pop-up advertising appearances are associated with a lower consumer fixation count and fixation length; in contrast, pop-up advertising that appears later is associated with a higher fixation count and fixation length. This study attempts to gain more objective and accurate psychological data by using an eye-tracking device to collect information about eye movements associated with the appearance of pop-up advertising to better analyse consumer behaviours towards them. These results offer insights to Internet advertisers and Internet platform companies on how to provide more efficient Internet advertising.



中文翻译:

不允许弹窗广告过早出现:网民对弹窗广告的浏览行为

摘要

本研究考察了弹出广告出现的时间及其对感知侵入性、广告刺激性和广告回避的影响。实验旨在构建一个虚拟的互联网环境(包括网页上的主要内容和弹出广告)并操纵弹出广告出现的时间。参与者被邀请参加两个实验,然后被分配到一个特定的目标浏览任务;他们在任务期间的广告浏览活动被测量。为了测量他们对广告的认知回避,使用眼动追踪设备来获取客观准确的心理信息。结果表明,较早的弹出式广告出现与较低的消费者固定次数和固定长度有关;相比之下,较晚出现的弹出式广告与较高的注视次数和注视长度有关。本研究试图通过使用眼动追踪设备来收集与弹出式广告外观相关的眼球运动信息,以更好地分析消费者对他们的行为,从而获得更客观、更准确的心理数据。这些结果为互联网广告商和互联网平台公司提供了有关如何提供更有效的互联网广告的见解。

更新日期:2020-06-23
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