中国科学院心理研究所机构知识库

由于人们对网络旗帜广告效果的质疑 ,在网络广告的计费方式上也出现了两种计价模式 ,分别为按照浏览率和点击率来计量广告效果。其本质问题在于单纯浏览是否能够产生广告效果 ,以及浏览和点击各自所能带来的广告效果差异有多大。本研究利用模糊测量及相应统计方法 ,就上网者对网络旗帜广告的记忆效果进行测量。结果显示 ,在单纯浏览的情况下 ,上网者对网络旗帜广告已经留有印象 ,但这种记忆效果并不随着浏览次数的增加而显著改善 ; 点击所能带来的广告记忆效果约为单纯浏览对应效果的 1 .4～ 1 .5倍。

The limited size of banner web - ad and the netusers’inclination of neglecting the banners make people doubt about the banner web - ad’s effect . Because of this, there exists two kinds of charge model which counts on page viewrate or click through-rate individually. The questions behind are : is there Ad-memory from browsing only ?What is the concrete difference between the memory effect derived from browse only and click-through actions ?By using fuzzy measurement and statistical method ,the netusers’memory to the banner webads they browsed or clicked were measured. The result showed that there does existmemory under browsing only. And the memory effect cannot be improved by increasing the repeated browsing times to the same banner on different webpages. The ad-memory of those who clicked the banner is about 1. 4～1. 5 times as much as those who only browsed the banner.