触屏购买广告购买键位置与距离对购买键点击意愿的影响研究——来自眼动的证据

管理评论 ›› 2021, Vol. 33 ›› Issue (8): 160-170.

触屏购买广告购买键位置与距离对购买键点击意愿的影响研究——来自眼动的证据

周寿江¹, 王虹², 李珊¹, 柯舸¹, 周睿¹

1. 四川大学商学院, 成都 610065;
2. 北京大学光华管理学院, 北京 100871

收稿日期:2018-05-07 出版日期:2021-08-28 发布日期:2021-09-04
通讯作者: 王虹(通讯作者),北京大学光华管理学院助理研究员,博士
作者简介:周寿江,四川大学商学院博士研究生;李珊,四川大学商学院副教授,硕士生导师,博士;柯舸,四川大学商学院博士研究生;周睿,四川大学商学院硕士研究生。
基金资助:
国家自然科学基金青年项目（71702119）；教育部人文社会科学研究项目（17YJC630065）；中国博士后科学基金面上项目（2018M640027）。

Using Eye Tracking to Understand the Effects of Buy-Key Locations and Distance on Buy-Key Click Intention towards an Ad

Zhou Shoujiang¹, Wang Hong², Li Shan¹, Ke Ge¹, Zhou Rui¹

1. Business School, Sichuan University, Chengdu 610065;
2. Guanghua School of Management, Peking University, Beijing 100871

Received:2018-05-07 Online:2021-08-28 Published:2021-09-04

摘要/Abstract

摘要： 触屏购买广告是指以触摸移动终端屏幕实现购买决策的网络广告。本文基于心理模拟理论，对触屏购买广告的核心要素——购买键的位置与距离对购买键点击意愿的影响进行了研究，并利用消费者生理层面的特征——眼动数据对假设进行验证。研究发现：购买键位于右下并且靠近中心图案能够显著提升购买键点击意愿，并能吸引更多的消费者视觉注意。同时，购买键点击意愿还会受到广告产品类型和消费者本能性触摸偏好的调节。本文研究贡献在于拓展了触摸对购买行为影响的相关研究，探索了触屏购买广告购买键位置与距离影响购买键点击意愿的重要影响因素与中介路径，为企业针对不同消费者和产品设计精准的触屏购买广告提供了理论依据。

关键词: 触屏购买广告, 购买键, 眼动, 购买键点击意愿, 广告效果

Abstract: Interface direct-touch advertising, which is widely used in business practice, has changed the contemporary advertising. The current study aims to explore the effects of buy-key locations and distance upon consumers' buy-key click intention when they are browsing an interface direct-touch advertisement, and investigates the impacts of product type and autotelic NFT. To provide more reliable evidence for findings, an eye-tracker device is employed in this study. The results show that the ad will work effectively when the buy-key is located on lower-right and near the central, whereas the upper-right is the worst. This effect is influenced by the nature of product and the degree of consumers' autotelic NFT. This study contributes to expanding the theory of the haptic marketing, and explore the important factors and mediation of the relationship between buy-key and click intention. Further, this study provides theoretical implications for advertisers and designers.

Key words: interface direct-touch advertising, buy-key, eye movement, buy-key click intention, performance of advertising

周寿江, 王虹, 李珊, 柯舸, 周睿. 触屏购买广告购买键位置与距离对购买键点击意愿的影响研究——来自眼动的证据[J]. 管理评论, 2021, 33(8): 160-170.

Zhou Shoujiang, Wang Hong, Li Shan, Ke Ge, Zhou Rui. Using Eye Tracking to Understand the Effects of Buy-Key Locations and Distance on Buy-Key Click Intention towards an Ad[J]. Management Review, 2021, 33(8): 160-170.

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