Research On The Relationship Among Design Elements Of Online Advertising, Presence And User’s Behavioral Intentions

The increasingly diverse show channels of the information and the booming development of the e-commerce have provided a broad space for the development of the online advertising. A good design of the online advertising will not only show the corporation image to the users, introduce the products, but also assist the users to complete the online purchase based on the user’s demands. However, due to the lack of the face to face communication and direct contact feelings in web environment, it is difficult for the users to stimulate the purchase desire and to acquire the same purchase experience with the offline, which to a certain extent hinders the development of the online advertising and user’s online shopping process. So how to clarify and get the presence demands of the user, turning the demands into design elements, and to guide the online advertising design, so as to shape an online advertising with presence, plays a key role in the development of online advertising and the success of e-commerce. However, recent researches about presence design of the online advertising are only at the beginning. Most of the existing researches focused on the introduction of the concept and qualitative analysis. There is no systematic research method to follow. This study will clarify the levels of presence, analyze its cognition characteristics, explore measuring method, and investigate the relationship between the design elements of online advertising, presence and user’s behavioral intentions, which can supply online advertising designers with basic theoretical guidance, and enhance the effect of online advertising with further promotion. In this paper, the main work includes:Firstly, define the connotation and classify three levels of presence according to user’s cognition process towards online advertising, including physical presence, social presence and self presence. Then analyze the cognition characteristics of each level of presence. Design elements of banner and vertical searching advertising are extracted respectively. A conceptual model reflecting the relationship between the design elements of advertising, presence and user’s behavioral intentions is constructed, and relevant assumptions are put forward accordingly.Secondly, taking banner and vertical searching advertising as research objects, construct a scale to measure the subjective presence of online advertising, and extract the eye movement indicators to reflect the presence of banner and vertical searching advertising respectively through an eye movement experiment. Then analyze the inner relationship among the three levels of presence. The results indicate that the eye movement indicators reflecting the banner with significant differences are fixation count, average fixation duration, blink count, saccade count, visual time and revisit count. As for the vertical searching advertisings, eye movement indicators with significant differences are fixation count, blink count, saccade count and visual time. The method combined eye-tracking technology with questionnaire survey can better understand user’s cognition and experience of presence. The presence has significant correlation among its internal three levels. However, the changes of each level are not the same. In browsing task, user’s physical presence changes most, while in purchasing task, user’s self presence changes most.Thirdly, study the impact of banner design elements on user’s presence experience. Based on the previous work, two levels of the two design factors (picture and word) are obtained. On the basis of existing research and classic product classification method in marketing, the current advertising products can be divided into two kinds, namely hedonic products and functional products. So that a total of eight prototypes of banner reflecting the two different kinds of products are created by Adobe Dreamweaver CS5 by 2×2 between-group experiments. A measurement method conjointly using questionnaires and eye tracking technology is proposed to measure user’s presence experience on each banner. Results indicate that (1) the design element of picture has significant effect on physical presence, social presence and self presence of banner. But the design element of word only plays a significant role on social presence, with no significant effect on the physical presence and self presence of banner. (2) Hedonic products and functional products both require presence in design, and user’s presence on hedonic products is obviously higher than that of functional products. (3) Eye movement results indicate that the design element of picture has significant effect on fixation count, visual time and revisit count when p<0.05, with no significant effect on the other eye movement indicators. The design element of word only has significant effect on average fixation time, with no significant effect on the other eye movement indicators. (4) The presence of banner will positively affect user’s behavioral intentions through trust and pleasure.Fourthly, study the impact of design elements of the vertical searching advertisings on user’s presence experience. Based on the determination of the two levels of seven design elements, a total of eight prototypes of vertical searching advertising are created by Adobe Dreamweaver CS5 according to Taguchi’s L8(27) orthogonal array. User’s subjective presence data and objective eye movement data towards each vertical searching advertising are collected through an experiment of checking each advertising and purchasing. The results show that (1) Image display, comments and interaction with mouse have significant effect on user’s three levels of subjective presence. Place only has significant effect on user’s physical presence, shopping cart button only has significant effect on user’s self presence. The other design elements have no significant effect on user’s subjective presence experience. (2) Under the level of p<0.05, image display, comments and interaction with mouse have significant effect on user’s fixation count, saccade count and visual time. Interaction with mouse has significant effect not only on the three above eye indicators, but also on user’s blink count. The other design elements have no significant effect on user’s eye movement indicators. (3) The presence of vertical searching advertising will positively affect user’s behavioral intentions through trust and pleasure.The proposed theory and method can not only solve the practical problems such as the presence measurement of online advertising, the design of banner, the design of vertical searching advertising, but also can make a reference for the presence design of e-commerce, distant communication and virtual environment.