The Effects Of Repetition And Distraction On Different Familiarity Degrees Web-ads:an Eye Movement Study

With the rapid development of Internet, the information on website become more and more complex and it is both opportunity and challenge to the development of web-ads. The intricate information will have an effect on the attention of the web-ads, so how to layout advertisements is the best way to save cost and ensure the advertisements effect, is a problem that plagued advertisers. Precious researches include endogenous and exogenous factors which affecting the effects of web-ads, but few of them combine the two factors. This paper divides the familiar and unfamiliar web-ads, and select three kinds of advertisement distraction, combined with repeated and not repeated present, make a study on the effects of web-ads.This study has two experiments. It exams the effects of repeat present, familiarity and distractions on web-ads. The first experiment is material evaluation. In this experiment, materials are divided into familiar and unfamiliar advertisement. Base on the results of the first experiment, the second experiment make a study on the effects of repetition, distraction and familiarity. Repetition is the variable between subjects, and familiarity and distraction are variables in the subjects.The results of this study show that:(1) repetition has on significant influence on the effect of web-ads. (2) familiarity of target web-ads has significant influence in distracting ads. (3) different distraction shows significant influence on the effect of web-ads.