The Effect of Mobile Web Advertising Interface Design on User Emotion

• Main Authors: Hong Jing Ting, 洪靖婷
• Other Authors: 陳圳卿
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/7vcpby

碩士 === 國立臺北科技大學 === 互動設計系碩士班（碩士在職專班） === 104 === Mobile advertising becomes the valued market in recent years since the mobile is becoming popular. Mobile advertising is the important pipeline for advertisers because most people click and surf the internet by smart phone, and website has the quality for easily development. However, many advertisements are displayed by force. For example, they insert advertising among the literary to increase click through rate, but it makes the user feel negative for these ways. So far the research related to mobile advertising is focus on communication such as advertising interaction, consumer’s buying intention and advertising involvement. It is lack of the research that how the advertising interface of mobile website by smart phone influence the user’s perception emotion. Therefore, for the real purpose of advertising, this research would discuss the style and place of website advertising to meet user’s perception and realize the style which can reduce the user’s negative emotion. This research would conclude the common styles of mobile website advertising through collecting the records and current information and analyzing firstly. Also we imitate different styles (movement, static state, different place and combination of pictures and text) of inserting mobile advertising in the web. And evaluate the PAD emotion survey which the user browses afterwards. The result shows that the user has less negative emotion for pictures style compared with the combination of pictures and text style for mobile advertising. About the place of advertising, if it places among the text and the bottom of text, it causes the user’s negative emotion. If it places the top of the title, the user’s negative emotion is less. There is the less difference between movement and static state adverting style for the user’s emotion influence. The conclusion is that the research suggests website advertising designer, planner and advertiser to consider putting the mobile advertising on the top of the title by pictures to avoid the user’s negative emotion.