社会与工程心理学研究室知识库

  网络广告自1994年10月出现以来，发展非常迅速。但是关于点击率和浏览率的关系问题一直困扰着众多的网站、广告主企业和广告研究人员。广告主认为，点击广告的人才‘真正看过了广告并且对广告有所兴趣;网站则认为，即使上网者没有点击广告也会对其留下印象，因此网络广告不只具有促销的作用，还应有形象宣传的作用。
    那么，单纯浏览究竟有没有效果?点击率和浏览率在广告效果上的关系如何?哪些因素影响着网络广告的传播效果呢?
    本研究采取内隐完形的方式以及结合肯定度测量和模糊统计的评价再认法，利用模拟网页和模拟网络环境实验，对目前最常见的网络广告形式—旗帜广告的认知效果进行探索，得到如下一些结论:
    一、在对旗帜广告效果的检测效力上，内隐完形的方式高于直接无提示再认测量法，线索提示下的肯定度评价再认(模糊测量)的检测效力与内隐完形法的检测效力基本一致。同时，内隐完形的方式易受到受试者在完形背景下对探测刺激的固有选择偏好的影响，因而对选择探测材料的要求更高。总体上，模糊测量的方法显得更为精确和可靠。
    二、未点击者对广告存在认知效果，说明未受点击时旗帜广告也具有企业形象与品牌形象宣传的作用。
    三、旗帜广告与网页正文信息的关联度对广告认知效果有影响，关联度高则效果也更好。
    四、如果使旗帜广告处于网页固定位置并且不随页面滚屏而移动或消失，则上网者对页面的浏览时间(对应广告的潜在阅读时间)的长短，在浏览者的广告认知效果上会有所差异。时间更长，效果更好。
    五、旗帜广告被放置在网站栏目首页上的效果比频道首页和终端正文页面的效果更好。
    六、上网者对旗帜广告点击与否，在其广告认知效果上会造成显著的差异，并且上网者难以通过增加对广告所在页面的浏览次数来达到点击水平的认知效果。在不考虑上网者本身对广告信息的兴趣的前提下，点击所带来的记忆效果约为单纯浏览效果的1.4- 1.5倍。
论文根据研究结果对现实中网站的监测指标提出了一些改进的建议。最后，对本研究存在的不足和进一步研究所要解决的问题作了说明。

  Since the first Web-Ad appeared in 1994, it has been progressing at a fast pace.But there is always an argument about the measurement criteria and method on the effect of Web-Ad. Upon the advertisers' opinion, only those who clicked the Web-Ad had read the Ads and showed their interests to the Ads, so the click-through rate is a much more powerful index of the effect of Wed-Ads. On contrast, the web-sites regard the pageview rate more  appropriate, because the  Web users can get somewhat impression of the Web-Ads even if they do not click them, which indicates Web-Ad does help to establish corporate and brand image as well as to promote the sale.
  In this study, in order to explore the cognitive effect of Banner-Ad, by means of the measurement method of implicit memory and the evaluation-recognition method combined with certainty evaluation and fuzzy statistical method, experiments were conducted under the form of some delicate designed simulative web pages and a simulative web-site in advantage of LAN (local area net).
      Main conclusions of this study are as follows:   
  1 .As a measurement means of the effect of Banner-Ad, the implicit memory method is more effective than direct no-cue recognition method, but seems to have no difference from cue-aided recogniton method under current situation. And, the implicit memory method is more likely to be influenced by subjects' selection preference, therefore it has stricter requirement of the test materials. In summary, the fuzzy measurement method is more accurate and reliable under this study.
  2. There shows cognitive effect although the web users did not click the Ads. This result indicates that the Ad does have the power to establish corporate and brand image.
  3. The relationship of content between the Banner Ad and the text of Web page will influence the cognitive effect. The higher the relationship, the better the effect.
  4. If the Banner-Ad remains in a stable position on the screen and will not move or disappear with the scrolling of Web page, the user's view time of the Web page will influence the co加tive effect. The longer the view time is, the deeper the impression.
  5. The Banner-Ad on the fixst page of column of a web-site creates better effect than the one on the first page of Channel or on the terminal text page.
  6. There exists apparent difference on co娜tive effect between those who did click the banner-ad and those who did not. And, it seems that the frequency of viewing the pages containing the Banner-Ad has little influence on promoting the cognition to the Ad.