運用眼動儀探討數位原生廣告的廣告效果之研究初探

Research on the Advertising Effectiveness of Digital Native Advertising: A Preliminary Eye Tracking Study

數位原生廣告近年來受到專家學者極大關注，此種不易被注意到的廣告內容具有影響力是被證實的，但其中會否受到廣告形式、網站－廣告一致性的影響則是本研究想要釐清的。本研究從一致性理論的角度出發，並分析兩種主要原生廣告形式（資訊流與推薦工具式）的廣告效果。透過實驗室實驗法，本研究模擬真實網站與原生廣告情境，並運用眼動儀記錄瀏覽者眼球實際凝視各區塊的時間長短，作為衡量受試者的瀏覽行為，再結合問卷方式來詢問其廣告效果。研究結果顯示，網站－廣告一致性確實對原生廣告的廣告效果產生影響。無論是廣告可信度、凝視時間、廣告態度上，受試者在一致性情境時廣告效果皆較佳。本研究結果有助於進一步延伸原生廣告之基石與模式，對原生廣告的成效有更深度的瞭解，同時也對品牌業者在投放原生廣告時提供有價值且適用之參考，並可提供後續研究者的參考建議。

In recent years, native advertising has received great attention from experts and scholars. Previous studies have confirmed the advertising effectiveness of such unobtrusive advertising content. However, it is worth to clarify the influence on native advertising form and website-advertising congruence. This study examined the advertising effectiveness on two main native advertising forms (in-feed units and recommendation widgets) via the perspective of congruence theory. This study used laboratory experiments to simulate the real website and native advertising scenarios, and used eye tracker to detect and record the fixation length from each part on advertising. Moreover, we also used a questionnaire to examine the advertising effectiveness. The results showed that website-advertising congruence does have the significant influence on advertising effectiveness. In terms of advertising credibility, fixation length, and advertising attitude, these two native advertising forms can lead to higher effectiveness under the website-advertising congruence situation. The results help to further extend the foundations and patterns of native advertising, provide a deeper understanding of the native advertising effectiveness, and provide the valuable and applicable reference for brands.