The Impact Of Native Advertising Disclosure Method And Brand Familiarity On Online Shopping Users' Perceived Deceptio

With the proliferation of mobile devices,users are gradually moving their shopping to smaller screen devices with more restrictive interface sizes.In this context,every subtle interface design is crucial in attracting the attention of users,and advertising content in the interface is more likely to be detected by users and cause them to resent it.As a result,native advertising has emerged as a unique form of integration into the information environment of a page,overcoming the dilemma of traditional advertising being blocked by the user and attracting more attention without the user noticing the obvious characteristics of the ad.At the same time,however,due to the lack of ad disclosure,i.e.the lack of visual prominence of ad cues in native ads,the effect of which is not clearly distinguishable to the user,the perceived deception increases,which in turn has a negative impact on the user’s shopping behaviour.How to reduce the risk of perceived deception through the design of elements in native advertising is an important issue that needs to be addressed.To investigate this issue,this study investigates the effects of brand familiarity and ad information disclosure on users’ perceived deception through eye-tracking technology,based on the attention capture and transfer model,combined with the visual stimulus characteristics of the interface and users’ subjective experience perception.Experiment 1 was designed to investigate whether brand familiarity and ad logo size affect users’ perceived deception.A two-factor within-subjects experimental design of 2(brand familiarity: familiar,unfamiliar)x 2(native ad logo size: large,small)was used with55 university students.The results of this experiment revealed that:(1)brand familiarity affected the perceived deception of native advertisements,with better attention to familiar brands and lower perceived deception;(2)ad logo size affected the perceived deception of native advertisements,with faster attention and lower perceived deception to large products with more visually salient logos.Experiment 2 was designed to investigate whether brand familiarity and the colour of the ad logo affect users’ perceived deception.A two-factor within-subjects experimental design of2(brand familiarity: familiar,unfamiliar)x 3(native ad logo colour: grey,green,red)was used with 55 university students.The results of this experiment revealed that:(1)brand familiarity influenced the perceived deception of native advertisements,with familiar brands being better noticed and less deceptive;(2)ad logo colour influenced the perceived deception of native advertisements,with items with the most visually prominent red ad logo being noticed the fastest and least deceptive.Combining the two experiments,the following conclusions were obtained:(1)The brand familiarity of the product influenced the user’s perceived deception level,with native ads with familiar brands having better attention-getting effects and lower perceived deception levels.(2)The degree of disclosure of native ad cues affects the user’s perceived deception,with native ads with large advertising logos and red logos having better attention-grabbing effects and lower perceived deception.