行動裝置之廣告在近年已逐漸成為廣告市場的主要戰場，連帶的也因為競爭激烈而使得投放廣告之成本逐年攀高。從商業角度而言，投放廣告之實際效益究竟如何，是投放者希望知道的，雖然廣告投放有後台可以知道相關的參數比如點擊率、下載率等資訊，但是曝光量與被目標客戶注意到之間的轉換量卻無從得知。本研究以最常見之橫幅廣告為主目標，欲探討橫幅廣告與注意力間的關係，並透過操作橫幅廣告之呈現方式，觀察注意力是否有隨之變化。更進一步者，是希望注意力能成功轉換為廣告再認，畢竟，只有看到但卻沒有印象是沒有達到廣告效益的。
因此本研究希望探討釐清之主題：(1) 行動裝置上是否也有「橫幅廣告盲點效應」； (2) 透過操作廣告之呈現方式，是否對於注意力有正向影響； (3) 注意力與再認之間的關係。「盲點效應」是指由於觀看時間增加，用戶已習慣畫面配置，看到橫幅廣告的時間和機率就隨時間大幅降低。實驗透過眼動儀捕捉眼球的運動軌跡，來記錄受試者注意力。研究顯示，行動裝置上的確也有盲點效應，並且透過視覺動態或是插入星等評價均無法顯著的提升注意力，但即使有盲點效應，只要有注意到，對於廣告再認是有顯著的正向影響。另外平均而言，客戶有24%左右的機率會看到廣告，因此要成功被注意到，平均需要投放4次，意即橫幅廣告投放成本需要增為4倍才能比較確保曝光效益。
「盲點效應」根本上是因為注意力會受習慣性的影響，當習慣畫面配置後，會特別避開有廣告的地方，因此從投放角度來看，可以逆向操作，盡量讓客戶在還沒習慣畫面前將廣告送到客戶眼前。

Advertising in mobile devices has gradually become the leading market in in recent years, and the cost of advertising has been increasing year by year. From a commercial view, the actual benefits of ads still not very clarify, although the advertisement has a management system to trace users data such as click rate, download rate, etc., conversion between the exposure and target customers notice still unknown. This study is focus on the most common advertising type - banner as major study issue, wonder explore the relationship between banner advertisement and attention, and observes whether increase the attention by different banner type. Further, attention can be successfully converted into advertising recognition.
Therefore, this study discussed two issues: (1) whether there is also a "banner blindness" on mobile devices; (2) whether it has a positive effect on attention by different banner type; (3) The effect between attention and recognition. The experiment uses the eye tracking system to capture the movement of the eyeball and record the eyeball fixations and saccades. Studies show that still have banner blindness on mobile devices, and banner visual animation and star rating cannot significantly increase eye fixation time. But even have banner blindness , notice will significant positive effect on the recognition of advertising. In addition, customers average have 24% probability to notice ads, so to be successfully noticed, it takes an average of 4 times, which means that the cost of banner ads needs to be increased by 4 times to ensure the effectiveness of exposure.

論文審定書 i
誌 謝 ii
摘　要 iii
Abstract iv
目 錄 v
圖 次 viii
表 次 x
第一章、緒論 1
第一節 研究背景與動機 1
第二節 研究問題 6
第三節 研究目的 7
第二章、文獻探討 8
第一節 橫幅廣告與盲點效應 8
第二節 習慣化與注意力 10
第三節 搜尋動機與注意力 11
第四節 動態圖片和星等評價 12
第五節 眼動偵測與注意力 13
第三章 研究設計 16
第一節、研究架構 16
第二節、變數與操作型定義 16
一、變數關係 16
二、變數之操作型定義 17
三、眼動指標之定義 20
第三節、研究方法 20
一、研究對象 20
二、實驗廣告篩選 21
三、眼動實驗流程 21
四、測後問卷設計 25
第四章、結果 25
第一節、習慣化與盲點效應 25
第二節、搜尋動機與盲點效應 32
第三節、視覺動態與盲點效應 34
第四節、星等評價與盲點效應 35
第五節、注意力與廣告再認 41
第六節、研究假說檢定結果 43
第五章、討論與建議 44
第一節、研究結果 44
第二節、研究限制及可改進處 45
第三節、討論與建議 45
英文參考文獻 48
中文參考文獻 51
網路參考文獻 52
附錄 54
附錄1：民宿飯店圖片 54
附錄2：測後認知問卷 58
附錄3：涉入問卷 62
附錄4：認知需求衡量問卷 63

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中文參考文獻
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網路參考文獻
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