Only Consumers Prefer the Large Screen ? - The Effect of Display Size and Content Relevance on Advertising Effectiveness

• Main Authors: Kao Chien Ling, 高建瓴
• Other Authors: Wang Man Ying
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/679xr5

碩士 === 東吳大學 === 心理學系 === 103 === The popularity of mobile device grows steadily. A survey showed that the number of people using mobile devices to access the Internet surpassed that of traditional PC users (KPCB Internet Trends, 2012). Many firms have begun to realize the importance of mobile device in e-commerce. Although considerable research efforts have been invested in delivering effective advertising strategies for online marketing (Cho, 1999; Huhmann, 2003; Moore et al., 2005; Pieters et al, 2010; Goldfarb &Tucker, 2011), few of them examined whether the effects found may extend to mobile devices. Actually, users may experience significant visual differences between a traditional PC and a mobile phone. Even when using the same webpage or App service, their display sizes differs. Will the size difference lead to differential attentional and conceptual scopes that, in turn, affects the effect of advertising relevance (Moore et al., 2005; Yavcroglu & Donthu, 2008; Jeong & King, 2010)?The purpose of this study is to examine the effect of display size and content relevance on advertising effectiveness. The experimental design was a 2X2 mixed design, manipulating interface size (between-subjects design) and ad relevance(within-subject design). Webpage display of products and advertisement was simulated in the larger display size condition while the App display was simulated in the smaller display size condition. Participants searched for a target product and evaluate the banner ads. The results show that display (interface) size significantly affected viewers’ conceptual span - narrower conceptual span was found for the mobile phone APP interface in which the display size was smaller, compare to the PC webpage interface. When the product category in the ad was related to the product category of the search target, and the average willingness to click, purchase intention for the advertised products and the attitude towards the ad were higher than when they were not related. More important, this relevance effect was reliable for the PC webpage condition, not the App in mobile phone condition. Theoretical and practical implications of advertising placement across devices are also proposed.