针对弹出式广告阅读“中断感”的设计研究

Design of “Sense of Interruption” in Reading Caused by Pop-up Ads

中文关键词: 弹出式广告  阅读中断感  强制与突兀  连续性

英文关键词: pop-up ads  sense of interruption in reading  compulsion and abruptness  continuity

中文摘要:

      目的 以弹出式广告对用户阅读的“中断感”作为切入点，通过分析阅读行为模式，对弹出式广告的设计提出改良意见，以提高其品质和用户好感度，使其具备更好的广告效果和更高的经济价值。 方法 通过文献分析和市场调研分析当前弹出式广告对用户阅读行为产生阻碍的原因，针对这些问题寻找解决方案，并通过设计实验验证方法的可行性。结果 研究发现弹出式广告给用户造成“中断感”的原因来自其“强制性”和“突兀性”，因此针对这两点问题提出了相应的解决方法并结合“简配资”实例进行了可行性验证。结论 针对弹出式广告阅读“中断感”设计的研究，可以降低弹出式广告对用户阅读的侵扰感知，增强用户好感度，使弹出式广告成为连接消费者和企业的桥梁，为其在新媒介融合背景下的发展提供更多的研究可能性。

英文摘要:

      On the basis of the “sense of interruption” the pop-up ads put on users while reading and through the analysis of reading behavior patterns, suggestions for the design of pop-up ads are made to improve the quality and user favorability, so that pop-ads will embrace better advertising effects and higher economic value. Through literature analysis and market research, this paper analyzed the reasons why pop-up ads hinder users’ reading behavior, found solutions to these problems, and designed experiments to verify the feasibility of the method. The research found that the reason for the “disruption” caused by pop-up ads comes from its “compulsion” and “abruptness”. Therefore, it proposes corresponding solutions to these two problems with a design examples to improve its’ feasibility. Research on the design of “sense of interruption” in reading caused by pop-up ads can contribute to the reduced intrusion perception of pop-up ads and increased popularity on users while reading, and make pop-up ads bridge entrepreneurs and enterprises, thus providing more research possibilities for its development in the context of new media integration.