CAJ | 학술논문

以30名大学生为被试，采用3（位置：上、中、下）×2（材料类型：文字、文字加图片）×2（广告文字颜色与手机网页文字颜色一致性：一致、不一致)被试内实验设计初步探讨了不同因素对手机广告效果的影响。结果表明：文字加图片的广告更容易吸引受众的注意；广告投放于手机网页的上部和中部更容易引起受众的注意；广告文字与手机网页文字颜色不一致时，更容易获得注意；当广告投放于手机网页的上部和中部时，广告文字与手机网页文字颜色不一致更能吸引注意。当广告投放于手机网页的下部时，采用与手机网页文字颜色一致的文字会使得广告更能引起注意。
이30명대학생위피시，채용3（위치：상、중、하）×2（재료류형：문자、문자가도편）×2（엄고문자안색여수궤망혈문자안색일치성：일치、불일치)피시내실험설계초보탐토료불동인소대수궤엄고효과적영향。결과표명：문자가도편적엄고경용역흡인수음적주의；엄고투방우수궤망혈적상부화중부경용역인기수음적주의；엄고문자여수궤망혈문자안색불일치시，경용역획득주의；당엄고투방우수궤망혈적상부화중부시，엄고문자여수궤망혈문자안색불일치경능흡인주의。당엄고투방우수궤망혈적하부시，채용여수궤망혈문자안색일치적문자회사득엄고경능인기주의。
In the study, SMI Eye-tracking system was used to examine the influence of different factors on the effects of mobile phone advertisements. 30 undergraduates attended the experiment of a between-subject design, which was 3 (location: upper,middle or lower ) ×2 (types of material: text or text plus picture ) ×2 (consistency between the text color of the webpage and the text color of the ad: conformity or inconformity). The results were listed as below:when the advertising materials are text plus picture,it is easier to attract the subjects;the ads which are located in the middle or upper part of the webpage can arouse more attention;when the text color of the webpage does not match the text color of the ads,the subjects would pay more attention;when the ads presented in middle and upper and the text color of the webpage does not match the text color of ads,it can cause more attention.when the ads presented in lower and the text color of webpage matches the text color of ads,it can cause more attention.