基于眼动分析的在线视频广告有效性研究：用户控制力对用户感知和行为的影响

Video advertising is becoming increasingly popular in online product marketing. However, its effectiveness has been impaired by online users’ advertising avoidance behavior. Even though previous studies have progressed significantly in enriching our understanding of how to capture users’ attention to online video advertising, they have predominantly focused on the effects of advertising content on users’ attention. However, the intuitive assumption that advertising with better designed content will have a more positive effect on users’ response may not hold in the online video advertising context because users may not even want to start watching the advertising from the very beginning. .Drawing on the existing theories on user control, this research project investigates how to optimize the delivery approach of online video advertising to improve advertising effectiveness. In particular, we aim to examine the impacts of different types of user control on users’ perception and behavior, and how such impacts are moderated by temporal placement of online video advertising, the amount of revealed advertising information as well as users’ need to avoid advertising. .Both laboratory and field experiments will be conducted to examine the influence of advertising delivery approach on users’ perception and behavior. In order to address the limitation of traditional methods in measuring users’ attention, this project will apply eye-tracking technique to record users’ eye movements and analyze their visual attention on video advertising..The results of this project are expected to provide new perspective for advertising research, expand our current knowledge on user control, and contribute to a better understanding of the underlying cognitive and behavioral mechanisms occurring when online users are provided with different types of user control. Furthermore, by identifying the characteristics of delivery approach design unique to the online video advertising context, this project provides practitioners with insights about the provision of IT tools on video platforms, as well as the effective use of user control for marketing purpose.

尽管视频广告是当下流行的网络营销手段，它的有效性仍然受到在线用户广告回避行为的制约。已有针对视频广告有效性的研究主要集中于探讨广告内容对消费者的影响，却忽视了广告推送方式的作用。本课题基于用户控制力理论，针对不同的视频广告推送方式设计，着重探索用户控制力对用户感知和行为的影响及机理，同时揭示了广告推送时机、商家预提供信息和用户回避广告需求对此影响的调节作用。本课题拟结合统计实证、实验室实验和实地实验等研究方法来交叉验证研究模型，并从多视角深入了解用户在观看视频广告时的视觉行为。同时，为了解决传统度量方式存在的局限性，本课题将使用眼动仪客观地度量用户对视频广告的注意力。本课题的研究成果将为广告有效性研究提供新的探索视角，拓展和完善用户控制力的相关理论，揭示不同用户控制力对用户感知和行为的独立和交互影响。研究成果也将为在线视频广告推送方式的设计以及商家和广告平台的营销策略提供科学指导。

在线视频广告是当下流行的网络广告形式之一。相比于传统的文字和图片广告，视频广告不仅内容丰富生动，而且形式新颖多样。因此，各大商家都在不断加大对视频广告的投入，这也成为了许多网络平台的重要收入来源。然而，考虑到网络用户有着较强的广告回避倾向，在线视频广告往往很难吸引和保留用户注意力，从而造成视频广告的有效性往往难以得到保证。这使得商家的广告投入很难得到预期的回报，同时也降低了视频网站作为广告平台的吸引力。因此，如何提高网络用户对于视频广告的注意力一直是商家和网络视频平台亟需解决的问题。.本项目从在线视频广告推送方式设计的角度出发，探索如何吸引并保留用户对在线视频广告的注意力。通过理论建模、实验室实验、实地实验以及问卷调查等活动，我们广泛收集了数据资料并进行相应的数据分析（包括对用户眼动数据的分析），发现了诸多有价值的研究结论。研究结果表明：在线视频广告的推送方式对其有效性有着重要影响。选择恰当的推送方式和推送时机可以有效地吸引并保留用户注意力，同时提升用户对产品的态度以及购买意愿。.在理论层面，本项目促进了用户控制力理论的进一步完善和发展，加深了对用户注意力影响因素和动态分配机制的理解，丰富了在线视频广告研究领域的理论视角。在实践层面，本项目为网络平台设计在线视频广告形式、提升平台视频广告有效性提供了诸多管理启示，同时，还为广告商和产品商家选择营销平台和营销方式提供了实践指导。

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