看的越久廣告效果越好嗎？由眼動探討改變偵測作業中置入物的效果

Would Longer Fixation Duration Lead to Better In-Game Advertising Effect? The Effects of Placement in a Change Detection Task from Eye Movement Evidence

本研究探討在改變偵測作業中，對於置入物注意、記憶與態度之影響，並進一步應用在設計遊戲置入廣告時應注意的元素為何？實驗操弄了置入物是否在作業畫面中的聚焦區（area of interest, AOI），以及置入物是否為有位置改變的作業目標，測量實驗參與者偵測的正確率、反應時間和再認表現。我們並使用眼動儀，測量參與者對置入物的眼動處理模式，如凝視時間（fixation duration）與凝視次數（number of fixation）等，以檢視置入物在作業中是否能吸引注意力？最後，請參與者評估對置入物的喜好程度和購買意圖。結果發現，參與者對置入物於聚焦區內的反應時間，顯著快於非聚焦區；眼動測量的結果亦顯示，當置入物是有位置改變的作業目標時，有更長的凝視時間和更多的凝視次數。更重要的，是參與者對於不是作業目標和在非聚焦區的置入物，卻呈現較高的喜好程度和購買意圖。上述結果顯示：在以搜尋作業目標物為主要任務的偵測改變作業中，喜好度和購買意圖並非直接反映在凝視時間、凝視次數和平均凝視時間等注意力指標上。有可能是參與者暴露於置入物的時間，增進其對置入物的內隱處理，進而影響了對於置入物的喜好度和購買意圖。未來研究可以加入內隱指標，探討當置入物位在非聚焦區時的效果，以提供更直接的證據驗證。

We used change detection paradigm to understand the effects of placement in the change detection task in order to apply to in-game advertising. First, we manipulated the location of placement (in area-of-interest or in non-area-ofinterest) and the type of placement (location-change target or no-location-change non-target) to examine how placement attract our attention in a change detection task. In addition to reaction time, correct detection and recognition rate, we also used an eye tracker to examine the role of visual attention in change detection. Besides, we measure liking and purchase intention as an index of effects. The results showed that placement was in the AOI attracted participants' attention more quickly. Moreover, the results of eye movements showed that longer fixation duration and more fixation number were observed for targets than for non-targets. More importantly, non-targets and placement in non-AOI showed higher liking and purchase intention than targets and those in AOI. The results imply that in this goal-directed targetchange- detection task, level of liking, and purchase intention of the placement cannot be reflected in the eye movement indexes. Future studies could add the index of unconscious processing to clarify the implicit effects of in-game advertising.