近十年來，網路廣告的成長表現十分亮眼，也有許多學者投入於網路廣告的相關研究，然而，學者們對於大量被使用的橫幅式廣告(自願性展露)與彈跳式廣告(侵入性展露)之廣告效果，卻有許多負面的論點。但是本計畫研讀並歸納文獻，發現這些研究都是基於兩個基本假定條件:假定消費者在網路上的瀏覽行為都是目標導向、假定彈跳式廣告都是在網頁開啟後隨即彈出廣告視窗。實際上，非目標導向瀏覽也是經常存在於消費者網路使用經驗中，此外，彈跳式廣告的廣告視窗也是可受程式來改變彈出時間點。本計畫擬執行實驗設計，操弄消費者瀏覽行為之目標導向與否，以及廣告視窗彈出時間點，衡量受試者對於廣告的知覺侵擾與廣告惱怒，並以眼動儀紀錄受試者眼球凝視於廣告的次數與時間。
In recent decade, researchers have dedicated their efforts to the online advertising area. However, most of these studies reveal negative advertising effectiveness of banner and pop-up. Current project review literatures and find these studies are based on two presuppositions: a) all online browsing behavior are goal-oriented, and b) the ad-window pop-up immediately right after the main page have been opened. Actually, non-goal-oriented browsing behaviors often exist in consumer’ Internet usage experience. Also, the ad-window pop-up timing can be manipulated by program. This project plan to conduct a laboratory experiment to manipulate the goal or non-goal oriented browsing behavior and ad-window pop-up timing, and measure subjects’ perceived intrusiveness, ad irritation, and eyeball fixation count/time on ads.
