網路廣告的版面配置對視覺焦點、閱\讀動線的影響之研究
An exploratory study on relationship between visual point eye movement of the internet advertisement layout

湯允一、黃憶婷、唐大崙
Tang, Y. Y.、Huang, Yi-Ting、Tang, Da-Lun

網路廣告在網路新聞媒體中扮演著重要的角色，廣告版面的配置方式對廣告效果產生莫大的影響。因此，本研究藉由觀察人們的眼動訊息，透過眼動追蹤設備的測量，試圖了解使用者在瀏覽新聞網頁時，網路廣告版面配置的不同對使用者的視覺焦點、閱\讀動線產生的影響。
本研究徵求中國文化大學36位大學部學生進行實驗，以眼動追蹤設備(eye tracker)記錄其觀看隨機出現之新聞網頁以及網路廣告的視線軌跡分佈。從研究結果中發現：
一、使用者在瀏覽新聞網頁時，第一視覺焦點是在新聞圖片上以及視覺軌跡的重心是在新聞內容上。
二、橫幅廣告位置的不同不會對使用者的視覺焦點產生影響，而按鈕廣告位置的不同則會對使用者的視覺焦點造成影響。
三、整體而言，使用者在瀏覽新聞網頁時的閱\讀動線為在離開起始點後，在前四個凝視順序是以順時鐘方向移動，依序為會先看左上方的新聞圖片新聞標題、新聞內容、綜合新聞連結區，而後為新聞話題、其他資訊、按鈕廣告、橫幅廣告、工具列、新聞商標。
四、從研究結果中發現，凝視順序不同的原因乃是因使用者對新聞網頁中的訊息感興趣的程度不同進而影響到其凝視順序。因此，從本研究結果中無法推測凝視順序的不同是否因廣告位置不同所致。
五、在瀏覽新聞網頁時，廣告位置的不同的確會對使用者觀看網路廣告的注意力分佈造成影響。

Internet advertising is important revenue for online news. Internet advertising is important revenue for online news. Layout of the advertisements has enormous impact on the effect of the advertisements. Due to the reasons mentioned, this research attempts to investigate, by using eye tracker as measuring equipment, how different layouts of the advertisements can influence visual point and eye movements when users are browsing through online news websites.
This research adopted EYELINK II to track and record subject ’s eye movement pattern. 36 undergraduate students from the Chinese Culture University are recruited to watch random appeared different online news websites and online advertisements on a 21" monitor. And their attention distribution were analyzed. The results are:
1. When the subjects were browsing through online news websites, the first visual point was on the pictures and the center of eye movement was on the articles.
2. Different locations of the banner ads don ’t have any influences on the subjects ’ visual points, whereas different locations of the button ads can influence the subjects ’ visual points.
3. Overall, this research concludes that, while browsing through the online news websites, the subjects ’ eye movement go clockwise, starting from pictures on top-left of the website, then, headlines, articles, all news links, other news, information, button ads, banner ads, toolbar and finally logos.
4. The findings also show that the different Sequences of Fixation Points are due to the subjects ’ degrees of interest in the online news websites. However, it can not be concluded that whether differentSequences of Fixation Points are affected by the locations of the advertisements or not.
5. While browsing through online news websites, the subjects ’ attention distribution is indeed affected by different locations of the advertisements.

網路廣告，版面配置，視覺焦點，閱\讀動線，眼動追蹤，新聞網頁

internet advertising, layout, visual point, eye movement, eye tracking, online news

2006.07.12

已授權

2006C10.pdf