A Study of the Effects of Presentation Mode and Web Site Type on the Perception of Advertisement on the Wireless Internet
|關鍵字:||呈現方式;網站型態;廣告效果;無線廣告;無線網際網路;手持裝置;行動;presentation mode;web site type;advertising effectiveness;wireless advertisement;wireless internet;handheld device;mobile|
The convergence of wireless network and handheld devices provides new opportunities for advertisers to reach potential customers. At the present day, there is much more than 95% handheld devices have the ability of browsing internet. Since the wireless internet service - NTT DoCoMo i-mode - in Japan attract attention from all around the world, as they declared – it has redefined the meaning of mobile communications. More and more people need to get online to access information from their handheld devices. Hence many advertisers aiming this new advertising platform, and thinking about the way wireless ads work. As a result of the wireless internet environment was not mature enough, related academic researches were just begin. The objective of this study was to explore how to present the new wireless ads, and how the orientations of the web content influence ads effectiveness. Past researches have documented the effectiveness of internet ads. Most demonstrated that the more rich media the ads were present the greater effectiveness the ads will get. Internet ads usually use multimedia which likes sounds, graphics, pictures, animations, or combined all above to attract attention of consumers. Some researches showed that the advertisement of text along with graphic and sounds may result better ad effectiveness than merely text along. But there are inconsistent conclusions with animation effects. Some researchers think animation will deteriorate information seeking performance; the others said that animation will improve reaction time, enhance ad recall rate, and increase click through rate. On the other side, some researches also point out that combing some kinds of media will get better ad or learning effect. But some said if we centralize too much multimedia information on single sensory organ, the viewer may feel cognitive load. We also introduce the involvement of web and the attitude toward advertising in a media vehicle. Past researches have discussed different orientations of magazines will induce different involvement. They mentioned that the readers of entertainment-oriented magazine have higher involvement, and then they may pay less attention to peripheral ads. Our research further focus on low involvement with webs, in this kind of context, we wonder what orientations of webs may get better ads effectiveness. As Ha (1996) said, attitude toward advertising in a media vehicle means the evaluation of advertisements in the context of a media vehicle; we also wonder how to proceed the wireless advertising activity, which put more emphasis on personal privacy environment. We invited 72 students from NCTU to participate the experiment. Participators used mobile handheld device to performed six browsing tasks, in which individual contained six experimental ads. We defined two independent variables including presentation style (static, dynamic and animation) and web site type (entertainment-oriented and location-oriented), and the dependent variables were click frequency, memory for ads, attitude toward the ad, attitude toward the brand, and purchase / adopt intention. In addition, we measured the involvement of webs and the attitude toward advertising in media vehicle, and divided participators into low / high groups according to the mean score. The main results of the experiment indicated the followings: □ Users ignored ads even when they were presented as any kinds of presentation style and web site type, “Banner blindness” still appeared, and the click frequency was very low just the same with the internet. □ When users were presented as dynamic and animated ads showed better performance of memory for ads. It indicates that auditory input can increases the memory for ads, but it seems unhelpful with too much visual input. □ When users in the context of low web involvement and bad attitude toward wireless ads, it seems to present ads in dynamic or animated way to attract their attention to increase memory for ads. And different web site type has no significant difference with the memory for ads. □ Location-oriented web seems to have better attitude toward ads and purchase / adopt intention than entertainment-oriented web. This is different from past research results. Though the content of webs may change everyday, and the way to present information on the web may not like the way internet goes. The web interface what we design may still one of the wireless webs in the future. Our results suggest that the designers and the advertisers should pay more attention on auditory component in future wireless advertising environment, especially who wants to attract those who are not involve in the webs or have bad attitude toward the wireless ads. We also suggest that future wireless webs may use the ability of LBS to provide simpler and practical information to get better advertising effectiveness.