Creative Degree And Task Oriented To Network Advertising Audience Eye-movement Research

With the growth of Internet users and the popularity of online shopping,network platform has become more and more important in enterprise marketing.In order to attract the attention of the consumers and realize the increase of the sales income,the enterprises gradually increase the investment of the Internet advertising to expand the marketing channels of the goods and increase the publicity of the enterprises or brands.All along,how to design advertising content and how to integrate with the delivery platform has always been an important issue for advertising companies and advertising producers.In this paper,we use eye movement experiment to examine the influence of advertising creativity,task and gender on the visual attention of online advertising.In order to solve the purpose of the experiment,two experiments were carried out in this study: the first one was to investigate the influence of the degree of creativity and task orientation on the visual attention of consumers.The results show that:(1)logo in non creative advertisements is easier to get consumers' attention,and text descriptions in non creative advertisements are more likely to get consumers' attention.(2)creative advertising can attract consumers' attention more when browsing the web at random;non creative advertising is more likely to get the attention of consumers when it is purposeful search.(3)consumers' attention to advertisements is higher than that of random web browsing.Whether or not it has the purpose of browsing the web has an important influence on the effect of consumers watching advertisements.The purpose of experiment two is to explore the differences of visual attention between creative and non creative advertisements with different gender consumers.The results showed that:(1)male consumers' attention to logo in advertisements is higher than that in females.When browsing web pages,female consumers are more aware of logo in creative advertisements than non creative ones.(2)male consumers are more aware of the descriptions in advertisements than females.When browsing the web,female consumers are more aware of the description of creative advertisements than non creative advertisements.(3)non creative advertising can attract consumers' attention when searching for webpage with purpose.Meanwhile,male consumers' attention is more likely to be attracted by non creative advertisements.(4)whether task oriented dominance and advertising creativity have an important impact on the effect of different gender consumers on advertising.