PSYCH OpenIR  > 社会与工程心理学研究室
Alternative TitleHow Product Category and Positions of Ads and Highlighted Text Impact on Search Engine Advertisement Effect
Thesis Advisor王詠
Degree Grantor中国科学院研究生院
Place of Conferral北京
Degree Discipline心理学
Keyword搜索引擎广告 卷入度 动机 眼动 加工分离程序
Abstract近年来,搜索引擎广告发展迅速,其资本市场总额保持着高速增长,竞价排名广告已经成为搜索引擎行业中最核心的盈利模式。作为一种较为新兴的广告形式,搜索引擎广告的传播阶段与广告效果的影响因素及评测指标,均尚未形成较为成熟的理论研究结论和实践应用规则。 本研究以大学生群体为研究对象,通过实验室实验的方法操纵广告位置、文字飘红、产品类型等相关变量,利用眼动仪等相应的实验设备,采取PDP加工分离程序的实验设计,分析探究不同变量对于网页中搜索广告的浏览方式与记忆效果的影响,以期发现搜索引擎广告效果的影响因素及其相互作用关系。 结果发现,消费者在浏览搜索页面时,关注程度由高到低依次为自然结果、左侧广告、右侧广告。而相比于低卷入度或转换型动机的商品,消费者在浏览高卷入度或信息型动机的商品搜索页面时投入的注意资源更多。特别是对于高卷入度产品而言,当消费者浏览自然结果时,更多地关注信息型动机(而非转换型)商品的信息;而当其浏览左侧广告时则刚好相反,更多地关注转换型动机(而非信息型)商品的信息。此外,不同于自然结果的浏览方式会受产品类型影响,消费者对广告信息的浏览方式相对固定。 同时,搜索引擎广告也存在“广告盲区”,消费者对于左、右侧广告均较少进行有意注意及控制性加工,在意识层面较难形成有效的记忆信息,一般依赖于无意识成分的贡献。对于广告信息的控制性加工记忆相比于自动化加工,更容易受到自然结果分散注意的影响。飘红顺序对广告信息的无意识记忆有影响,后方飘红相比于前方飘红更依赖于无意识过程。飘红位置主效应不显著,但就右侧广告而言,飘红顺序对广告无意识记忆的影响受到飘红位置的调节作用:当内容飘红时,后方飘红相比于前方飘红更依赖于无意识过程;而标题飘红时无差异。
Other AbstractIn recent years, search engine advertising and its capital market maintain a high rate of growth, and Pay-Per-Click (PPC) advertising has become the core profit model in search engine industry. However, it lacks of relatively mature research conclusions and universal practice rules of communication stages of search engine advertising and evaluation of its effectiveness due to short history. This research aims to examine the effects of product category and positions of ads and highlighted text on memory of search engine advertisement. Tobii-50 eye tracker and process dissociation procedure (PDP) are employed. The results indicate that, consumers pay most attention to natural (real) results in search results page, and least to right advertising. And products with high (rather than low) involvement or informational (rather than transformational) motives are devoted more cognitive resources. Especially for high product involvement, consumers show stronger interests to informational products compared with transformational ones when they read natural (real) results, while results demonstrate the opposite situation when it concerns right advertising. Furthermore, ways to browsing natural (real) results are significantly influenced by product categories, but ads are not. Meanwhile, there is also “advertising blindness” for search engine advertising. It results in ignoring of advertising information and impedes controlled processing and forming of conscious memory. The unconscious memory is affected by sequence of highlighted text. Consumers more rely on automatic processing when highlighted texts lie in the rear of advertising information.
Subject Area应用心理学
Document Type学位论文
Recommended Citation
GB/T 7714
沈杰. 产品类型与广告及文字飘红位置对搜索引擎广告效果的影响[D]. 北京. 中国科学院研究生院,2011.
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