用户控制权对视频广告效果的影响

doi:10.16381/j.cnki.issn1003-207x.2017.02.015

摘要/Abstract

摘要： 观看网络视频已经成为互联网用户一种很普遍的爱好，而视频广告作为当下主流的在线广告模式之一，已成为在线视频网站的重要收入来源。然而，视频广告的出现会打断用户正常的视频观看流程，使用户产生负面情绪，因此大多数用户对视频广告持消极态度。为了改善用户在在线视频网站上的体验，以及弥补学术界在广告与用户交互领域研究的不足，本文主要研究了用户对视频广告的跳过控制权对用户对视频广告的注意力、印象和品牌态度的影响，并探讨了这种影响对于进行不同信息获取行为的用户（即进行信息搜索或者信息浏览的用户）会有何种不同。本文采用实验室实验的研究方法，使用问卷和眼动仪等多种方法采集实验数据来验证假设。结论表明，对于进行信息浏览的用户，提供广告跳过控制权有利于提升他们对广告的印象和品牌态度；而对于进行信息搜索的用户，结果恰恰相反。本研究对理论和实际均有积极意义。

关键词: 视频广告, 控制权, 信息获取行为类型, 注意力, 记忆, 品牌态度

Abstract: Video advertising, a widely used online advertising format, has become the major source of revenue for video-viewing websites. However, video ads often interrupt users' video viewing experience, leading to increased annoyance and even negative attitudes towards the advertising brands. In view of the lack of research on the effectiveness of video advertising design and online users' interaction with ads in particular, the current research investigates the effects of users' skipping control over video ads on their attention to and memory of the ads content, as well as their brand attitudes. Furthermore, the moderating role of users' online information task type (i.e., searching versus browsing) is also examined. Drawing on information control and online information task literature, it is proposed that for information browsers, providing skipping control over video ads will lead to increased memory of the ads content and enhanced brand attitudes, whereas the reverse will happen for information searchers.
A 2 (ads control:skippable vs. non-skippable)×2 (task:searching vs. browsing) laboratory experiment is conducted to test the hypotheses. Video viewing platforms with different advertising skipping control are created, and 90 college student participants are randomly assigned to one of the experimental groups. Both questionnaire and eye-tracking data are collected from the participants. The experimental results largely confirm the hypotheses. This research contributes to the literature of online advertising design and effectiveness, and provides practical guidance in terms of how to improve video ads effectiveness through designing for user interactions.

Key words: video advertising, user control, online information task type, attention, memory, brand attitudes

中图分类号:

易成, 周密. 用户控制权对视频广告效果的影响[J]. 中国管理科学, 2017, 25(2): 139-146.

YI Cheng, ZHOU Mi. How User Control Affects the Effectiveness of Video Advertising?[J]. Chinese Journal of Management Science, 2017, 25(2): 139-146.

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