背景图案对消费者注意白酒广告的影响研究——来自眼动的证据

营销科学学报 ›› 2014, Vol. 10 ›› Issue (2): 113-120.

背景图案对消费者注意白酒广告的影响研究——来自眼动的证据

蒋玉石，范婷，阳爽

蒋玉石，通讯作者，西南交通大学经济管理学院市场与管理学系副教授，博士生导师，E-mail：jys_a@sina.com。
范婷，西南交通大学经济管理学院市场与管理学系讲师，E-mail：tfan@swjtu.edu.cn。
阳爽，西南交大经济管理学院硕士研究生，E-mail：983008690@qq.com。

出版日期:2014-06-01 发布日期:2014-09-01
基金资助:
本研究受到国家自然科学基金（71102113）、中央高校基本科研业务费专项资金（2682013CX072、2682013CX077)、四川省教育厅心理科学研究中心项目（CSXL-132005）及盐文化研究中心（YWHY12-03)的资助，特此致谢。非常感谢符国群教授、周南教授及周志民教授等专家在韩国首届亚洲营销会议上提出的宝贵意见，当然文责自负。

The Effect of Background Design on Customers’ Attention to the Print Ads—— From the Liquor Eye Movement Experiment Proof

Jiang Yushi, Fan Ting, Yang Suang

School of Economics and Management，Southwest Jiaotong University

Online:2014-06-01 Published:2014-09-01

摘要/Abstract

摘要：

采用4（产品位置：左上、右上、左下、右下）×3（广告背景：人物、风景和广告文字）双因素被试内重复实验设计，考察背景图案以及酒瓶位置如何影响人们对川酒广告注意的内在机理。实验结果表明：（1）当酒瓶位于平面广告的左下角时，被试对酒瓶兴趣区的注视时间和次数都是最低的，并且无论以哪种图案为背景，当酒瓶位于川酒平面广告的上部分（左上角和右上角）时，酒瓶兴趣区往往能够获得更多关注；（2）当以风景图案为背景时，被试对酒瓶兴趣区的注视时间和次数都最多，人物背景居中，文字背景最差；（3）酒瓶位置对于背景兴趣区的注视次数没有显著影响，并且相较于风景和人物背景而言，人们对描述川酒产品的文字背景关注时间更长，注视次数更多。

关键词: 川酒广告, 酒瓶位置, 背景图案, 眼动实验

Abstract:

The experiment adopted 4 (product position: upper left, upper right, lower left and lower right)×3 (advertising background: figures, landscape, and advertising words) two-factor within subjects repeated trials design, to find out the internal mechanism of background design and bottle position’s influence on customers’ attention to the Sichuan liquor ads. The results indicate that: (1) when the bottle was located in the lower left of the ads, the number of fixation and fixation duration of the bottle was the lowest; and no matter with what kind of design as the background, when the bottle was located in the upper part of the ads (upper left and upper right), it could get more attention. (2) When landscape as the advertising background, the number of fixation and fixation duration of the bottle was the most; figures, the middle; advertising words, the least. (3) The bottle position had no significant effect on the number of fixation of the background design; and the number of fixation and fixation duration of the advertising words, which describe the Sichuan liquor, was larger than those of the landscape and the figures.

Key words: Sichuan liquor ads, bottle position, background design, eye movement experiment

蒋玉石，范婷，阳爽. 背景图案对消费者注意白酒广告的影响研究——来自眼动的证据[J]. 营销科学学报, 2014, 10(2): 113-120.

Jiang Yushi, Fan Ting, Yang Suang. The Effect of Background Design on Customers’ Attention to the Print Ads—— From the Liquor Eye Movement Experiment Proof[J]. Journal of Marketing Science, 2014, 10(2): 113-120.

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