網(wǎng)絡(luò)廣告可用性研究.pdf

1、分類號UDC密級單位代碼1Q151網(wǎng)絡(luò)廣告可用性研究許冰華指導(dǎo)教師劉正捷職稱教授學(xué)位授予單位大連海事大學(xué)申請學(xué)位級別碩士學(xué)科與專業(yè)計(jì)算機(jī)應(yīng)用技術(shù)論文完成日期2007年2月論文答辯日期2007年3月答辯委員會主席英文摘要TheUsabilityStudyofWebAdvertisingAbstractWithitsuniquetimelymassiveandinteractivefeatures，Interacthasbecomethef

2、ourthlargestadvertisingmediaaftertelevisionnewspapersandoutdooradvertisingHowever，withtherapiddevelopmentofwebactthepursuitofthewidespreadapplicationofnewtechnologiestoattractingcustomers’eyesignoresthehuman矗蜘硌whichdidno

3、tachievegoodtransmitresultsandleadtobaduserexperienceUsabilityisanimportantindicatorwhichfromtheenduser’Sperspective，measuresproductqualityHowtoimprovetheusabilityofadvertisementsSOthatwecarlmakeinformationadvertisingwel

4、ldoneandusersCallgetjoyfulexperienceThispaperaimsatstudyingtheseissueswithinacertainscopeoftheinitialanswerTheresearchondomesticwebsiteadvertmementusabilityremainsunexploredBasedonthedc印understandingonforeignwebadusabili

5、tyanalysismethodsandtechnologiesweadoptedaresearchmethodcombiningusabilityengineering、)l，imadpsychologyandcarriedoutexplorativestudyondomestictypicalwebadFirstbyapilottestweSetupawebAdpsychologicaleffectsmodelwhichisadop

6、tedinthewholestudyOnthebasisofthismodelwehadtheinterviewsandquestionnaires，wefounditinformationreceivingsituations，psychologicaleffectsissues，aswellassomeusabilityproblems；moreoverweselectedSohnandSiamwebsitesfortheeyemo

7、vementtrackingtest，wefoundtheeyemovementpatternsofbehaviorusersbrowsingnews，targetadstransmissioneffectandsomeusabilityproblemsWedesignthewebAdidealmodeltogether、航t11userSwhichprovidedsomeguidelinesfornetworknewswebsiteb

8、roadcastappropriateadvertisinginthefutureAccordingtothestudies，wesummarizedsomeusabilityguidingprinciples，andbasedontheseguidingprinciples，helpingadvertisersprovidesomebasisfortheeffectivetransmissionofinformationinadver