广告
在线广告
本土广告
广告研究
上下文广告
搜索广告
眼动
定向广告
广告宣传
业务
广告客户经理
信息性广告
计算机科学
万维网
互联网
人工智能
作者
Guoquan Ye,Xin Guan,Liselot Hudders
标识
DOI:10.1080/17544750.2024.2354703
摘要
Although native advertising has become the primary advertising type in the mobile application context, few studies have focused on its influential factors. This study uses eye-tracking technology to examine the impacts of ad format, user motivation, and ad disclosure on advertising effects in the Chinese context. Respondents (N = 422) were recruited to participate in a 2 (ad format: statics vs. dynamics) × 2 (user motivation: information-seeking vs. entertainment-seeking) × 2 (ad disclosure: non-disclosed vs. disclosed) between-subjects experiment. The results showed that users with an entertainment-seeking motivation paid greater attention and showed less attitudinal responses to dynamic (vs. static) ads. While no differences were observed in attention duration and attitudinal responses to disclosed dynamic and static ads for users with an information-seeking motivation, these users perceived undisclosed dynamic (vs. static) ads as more intrusive. These findings extend the literature on native advertising to the Chinese mobile media context and offer practical implications for native advertising designs.
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