觀看網絡視頻已經成為互聯網用戶一種很普遍的愛好,而視頻廣告作為當下主流的在線廣告模式之一,已成為在線視頻網站的重要收入來源。然而,視頻廣告的出現會打斷用戶正常的視頻觀看流程,使用戶產生負面情緒,因此大多數用戶對視頻廣告持消極態度。為了改善用戶在在線視頻網站上的體驗,以及彌補學術界在廣告與用戶交互領域研究的不足,本文主要研究了用戶對視頻廣告的跳過控制權對用戶對視頻廣告的注意力、印象和品牌態度的影響,并探討了這種影響對于進行不同信息獲取行為的用戶(即進行信息搜索或者信息瀏覽的用戶)會有何種不同。本文采用實驗室實驗的研究方法,使用問卷和眼動儀等多種方法采集實驗數據來驗證假設。結論表明,對于進行信息瀏覽的用戶,提供廣告跳過控制權有利于提升他們對廣告的印象和品牌態度;而對于進行信息搜索的用戶,結果恰恰相反。本研究對理論和實際均有積極意義。

Video advertising,a widely used online advertising format,has become the major source of revenue for video-viewing websites.However,video ads often interrupt users′video viewing experience,leading to increased annoyance and even negative attitudes towards the advertising brands.In view of the lack of research on the effectiveness of video advertising design and online users′interaction with ads in particular,the current research investigates the effects of users′skipping control over video ads on their attention to and memory of the ads content,as well as their brand attitudes.Furthermore,the moderating role of users′online information task type(i.e.,searching versus browsing)is also examined.Drawing on information control and online information task literature,it is proposed that for information browsers,providing skipping control over video ads will lead to increased memory of the ads content and enhanced brand attitudes,whereas the reverse will happen for information searchers.A 2(ads control:skippable vs.non-skippable)×2(task:searching vs.browsing)laboratory experiment is conducted to test the hypotheses.Video viewing platforms with different advertising skipping control are created,and 90 college student participants are randomly assigned to one of the experimental groups.Both questionnaire and eye-tracking data are collected from the participants.The experimental results largely confirm the hypotheses.This research contributes to the literature of online advertising design and effectiveness,and provides practical guidance in terms of how to improve video ads effectiveness through designing for user interactions.