| Summary: | 碩士 === 南臺科技大學 === 行銷與流通管理系 === 105 === People tend to surf on the internet more as the functions of the smartphone improve and network bandwidth increases. As a result, advertisers invest more on mobile advertisements. Given different sizes of the advertisements supported by online advertising providers, advertisers hardly determines which advertisement size is effective, especially when the screen size is limited. In addition, whether the advertisement size effects intervened by different levels of involvement requires further investigation. Thus, this study explored how the advertisement size influenced people’s perception on the advertisement under different involvement conditions.
The size of the advertisement was the within-subject factor while the level of involvement was the between-subject factor. Forty-five subjects participated in the study by convenient sampling, and only one was counted as invalid. During the experiment a mouse tracking software was used to record subjects’ surfing behaviors. Considering the possible influences of the display sequence on the experiment effects, the order of displaying advertisement by different sizes were counterbalanced. After the experiment subjects were asked to recall the content of the advertisement, to answer the assessment of the attitude toward advertisement, and to indicate whether they would click the advertisement or not.
The study results showed that 1) the big size advertisement performed better than the small one; 2) the people with high involvement outperformed the ones with low involvement; 3) people tended to look at the highly contrast price information at their first sight. Under different size and involvement condition combinations, we found that highly involved people under the big size advertisement condition tended to click more than the others. Due to fact that people like to filter out web surfing contents, which makes they qualify as highly involved people, we suggest advertisers use big size advertisements with price information to get their most benefits out of advertisements.
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