| 摘要: | 由於使用者不斷增加，使得全球資訊網成為快速成長及人性化的廣告媒介。然而，近來的研究指出，廣告視盲（banner blindness）的現象大大地減弱了廣告業者運用視覺設計特徵（例如，亮度、顏色、大小、對比）增加橫幅廣告顯目性的效果。有研究者提到，比起廣告的視覺設計，有效的廣告注意力、網頁資訊的處理方式、及使用者的心智負荷對廣告的有效性更具影響力。因此，如何選擇適當的廣告情境，以吸引更多的消費者注意力顯得更為重要。 行銷研究指出，字詞所具有的不同情緒效價（emotional valence）扮演引起注意力的重要角色。然而，現有的研究尚未有系統地探討情緒字詞所引起的注意力效果，是否受到網頁資訊型態及使用者心智負荷的主要及交互效用的影響。因此，本研究目的在探索當人們專注於主要任務時，廣告情緒、網頁資訊型態、及任務需求對廣告注意力導向的影響。 確切地說，我們檢視不同的網頁資訊型態是否造成對週邊廣告可用資源的差異。也檢視在文字為主與圖片為主的網頁內容情境中，廣告裡出現的言辭情緒線索是否會在前注意階段（preattentively）被察覺，以及是否被以不同的方式處理。此外，我們操弄任務負荷量以探究其如何影響資源策略（前注意階段、注意階段）。除了在實驗結束後實施廣告記憶力測試，實驗進行時亦採用眼動儀來衡量注意力。 本研究對行銷研究的預期貢獻如下：首先，我們探究當人們專注於網頁的主要內容時，網頁資訊型態本身是否即決定對週邊廣告的可用資源。再則，我們嘗試使用中文情緒詞彙來檢視在網路廣告情境下廣告注意力導向的現象。而操弄任務負荷量使我們得以研究不同的資訊型態對資源策略採用的影響。最重要的是，本探索性的研究成果將提供行銷人員有用的資訊，以適當的情緒、資訊型態、及任務需求組合方式來運用廣告，便能獲取更多的消費者注意力。
The increasing use of the World Wide Web has promised a fast-growing and user-friendly medium for advertising. However, recent studies have reported that the phenomenon of “banner blindness” has greatly weakened advertisers’ effort on highlighting the influence of those visual design features (e.g., brightness, color, size, contrast) on banner advertising. As researchers point out, the attention available for advertisements, method applied to process the web information, and user’s mental workload can have more influence on ad effectiveness than the visual design of advertisements. Consequently, how to select a proper context for advertising that can elicit more attention from consumers has become more important. Several marketing studies have reported that words with different emotional valences play a critical role in capturing attention. However, existing research has yet to systematically investigate the main and interplay effects of web information type and users’ mental workload on the attention grabbing effect elicited by emotional words. As a result, the objective of the present study is to investigate when people focus on a primary task, whether ad emotionality, web information type, and task demand affect the orienting attentional responses in advertising. Specifically, we examine whether different web information types result in different resources available for peripheral advertisements. We also examine whether the verbal emotional cues in advertising are detected preattentively and processed differently under the text-based versus the picture-based web content condition. Furthermore, we manipulate task processing load to investigate its critical role in influencing the resource strategy (i.e., attentive versus preattentive). In addition to memory test, an eye-tracking system is used to provide direct measures of attention. The expected contributions to marketing research from this study are as follows. First, we explore when people focus on the processing the main content of a webpage, whether the web information type per se determines the resources available for peripheral advertisements. Second, emotional words from the Chinese lexicon are used to examine orienting attention responses in the context of web advertising. Third, the manipulation of task processing load allows us to investigate the resource strategy applied for different information types of web contents. Most importantly, the results of this exploratory study can provide valuable information for marketers to apply corresponding advertising methods in which the proper combination of emotionality, information type and task demand can obtain more attention from consumers. |
