| In recent years,as consumers’ reliance on the Internet has been increasing year by year,enterprises have regarded online media as the main position for advertising and brand marketing.Marketers hope to expose their products to consumers as much as possible through online advertising,so as to make consumers pay more attention to their brands or products,thereby consolidating existing markets and leading new consumers.Online banner advertising are square billboards placed on web pages.Users click on the banners to link to pages of related product introductions,which are valued by businesses because of their wide exposure coverage.However,in recent years,some scholars have found that banner blindness is common among consumers when browsing web pages,that is,individuals ignore or even forget the content of banner advertisings intentionally or unintentionally.This phenomenon has aroused the concern of advertisers and marketers,and how to improve the attention effect of banner advertising has become an important topic of common concern in the business and academic circles.Although the practice of online banner advertising continues to be promoted,the academic discussion on the “banner blindness” and how to improve the attention effect of banner advertising in the banner blindness phenomenon is insufficient.There are still the following research deficiencies:(1)Although the two opposing views of “uniqueness view”and “banner blindness view” have their own claims,scholars have not fully demonstrated the fundamental reasons for these two contradictory views.The main reason for the research gap is the limitation of advertising measurement technology.Previous studies only examined the structural characteristics of a single banner advertisement(color,shape,brightness,etc.)overall significance.This has led to contradictory conclusions between the "uniqueness view" and the "banner blind view" that have been found.(2)In the discussion on how to weaken the phenomenon of banner blindness and improve the attention effect of online banner advertising,some scholars divide the influencing factors of the attention effect of online banner advertising into three categories: structural attributes,situational attributes and semantic attributes.However,the existing literature on these three aspects still has certain limitations and insufficient research: scholars who conduct research based on structural attributes mostly conduct a single inspection of multiple structural attributes of advertisements,ignoring the visual combination effect of multiple factors.It violates the rules of human visual search;most researches based on semantic attributes use structural attributes as control variables,and there is a lack of unified systematic research on structural attributes and semantic attributes;research literature based on contextual attributes is still relatively scarce,and some research conclusions are not uniform.However,there are few literatures focusing on the combined effect of these three types of banner advertising attributes on the advertisement attention effect in the banner blindness context,and there are still many research gaps in this field.Based on the above practical needs and theoretical deficiencies,this paper will provide a reasonable explanation for the difference and unity of the two contradictory views on the attention effect of online banner advertising based on the relevant theories and research results of the attention effect of online banner advertising,and from the following four The problem starts with exploring the possibility of improving the attention effect of web banner advertising in the banner blindness context:(1)Based on the consideration of the structural attributes of web banner advertising,explore the influence of visual saliency and task type on the attention effect of advertising(explaining the “uniqueness view” and “banner blindness view”);(2)Based on the consideration of the contextual attributes of online banner advertising,explore the influence of banner-page congruity on the attention effect of advertising.(3)Based on the consideration of the semantic attributes of web banner advertising,explore the influence of advertising creativity on the attention effect of advertising;(4)Taking metaphors advertising as examples,comprehensively discuss the joint effect of the multi-attribute characteristics of web banner advertising on the attention effect of advertising,as a robustness test of the conclusions of the full text.In order to solve problem 1,this study based on the research results about the attention effect of banner advertising,analyzes the research status of “uniqueness view” and “banner blindness view”.Focusing on “contradiction and connection between the two views”,we try to introduce the computational model of visual attention and the task context of consumers browsing to verify the conclusions of the two viewpoints.In this way,eye tracking technology is used to measure the visual attention effect of consumers,and signal detection theory is introduced to measure the recognition score of consumers’ banner advertising,so as to deeply demonstrate the unity and difference of the two viewpoints.In order to solve problem 2,this study explores the effect of banner-page congruity on the attention effect of banner ads in different tasks based on perceptual load and attention selection mechanism.Furthermore,in a search task prone to banner blindness,the interaction of banner-page congruity and visual saliency on the attention effect of banner ads is explored.Data from 160 subjects were collected based on 2 eye-tracking experimental designs,and analysis of variance was used to verify the rationality of the relevant assumptions.Finally,the research conclusions of this part are clarified,and the corresponding theoretical significance and management application enlightenment are extracted.In order to solve problem 3,this study uses eye tracking technology to explore the possibility and boundary of creativity to alleviate banner blindness and improve the attention effect of banner advertising based on perceptual load theory and dual system theory.First,we clarifies the effect of advertising creativity on consumers’ attention effect,and points out the important role of advertising creativity in promoting advertising attention effect and the different conclusions of existing researches.Secondly,based on the perceptual load theory and the dual system theory,the effect of advertising creativity on consumers’ attention effect is hypothesized.Furthermore,in the search task that is prone to banner blindness,the moderating effect of visual saliency and banner-page congruity on the relationship between shopping creativity and consumer attention is discussed.Afterwards,based on 3 eye-tracking experimental designs,data from 240 subjects were collected,and analysis of variance was used to test the rationality of the relevant hypotheses.In order to solve problem 4,this study takes banner advertising with one special semantic feature of metaphor as an example to explore the interactive effects of structure,semantics and situational feature in blindness.In this way,the research breadth of the attention effect of banner advertising can be improved,and the robustness of the conclusions of the full-text research can be improved.This study has certain theoretical contributions and practical inspirations.This study explains the contradiction and connection between the uniqueness view of web banner ads and the view of banner blindness from multiple attention indicators,which enriches the understanding of the phenomenon of banner blindness in the field of advertising and marketing.This paper also deeply and comprehensively explores the role boundary of various attributes of advertising in alleviating the banner blindness,and also provides a new reference perspective for the subsequent research on the attention effect of online banner advertising.In addition,the research conclusions provide certain enlightenment and practical guidance value for enterprises to carry out network banner advertising management and marketing strategies. |
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