一、搜尋頁面不易存在新奇偵測模式
如上所述，本研究與Bacon& Egeth (1994)的實驗實際上有些許落差，在其經典實驗 中，新奇偵測模式是要求受測者觀看頁面中與眾不同的物件（例如：形狀），因此，其 他面向（例如：顏色）與眾不同的物件也容易產生干擾效果；再者，新奇偵測模式亦是 人在不具任何搜尋特徵時的預設模式。然而，在本研究的實驗場域中，卻無法完全地要 求受測者在網頁觀看畫面中僅觀看與眾不同物件，這與人的實際行為不符，所以新奇偵 觀看頁面
廣告操作策略
首頁 搜尋結果頁面
與搜尋目標相關性 X O（隨關鍵字特徵出現廣告）
新奇性 O（尺寸大小、動態程度） X
呈現特徵 Ｏ Ｏ
差，以致研究有本質上的限制。因此，本研究建議未來或許可選擇不同的實驗場域，例 如：遊戲環境，並能夠給予受測者自然且更為貼近新奇偵測模式的實驗引導，讓受測者 能夠在實驗場域中觀看畫面上最為與眾不同的物件做為遊戲規則，並觀測在此條件下，
顯眼的廣告物件是否能夠產生廣告效果。
二、眼動指標的注意力意涵所知有限
在本文中，使用了五個眼動指標與兩個自陳式指標，而這七個指標均指涉「注意力」， 即資源配置的程度多寡。然而，本研究中這五個眼動指標的結果在某些假設檢測結果上 並未完全一致，顯示，這些眼動指標可能有細部的差異性存在，一概而論可能會有所偏 頗。未來建議可將眼動指標與環境脈絡的關係更密切地結合起來，用以判定在此環境脈 絡下，此種眼動指標的意涵為何，以期待能夠更完善地解釋眼動指標的代表意義，並且 為注意力的配置或捕捉提供更為明確的解釋。
三、廣告位置固定使得消費者易於忽略廣告
本實驗是根據 Bacon& Egeth (1994)的實驗設計改變而來，將廣告視為其實驗的干擾 物角色，且廣告物件固定於頁面的左下角；在其實驗中，干擾物件卻是隨處變化的，受 測者無法判定它出現的位置。但本實驗廣告物件位置的固定可能造成，人已經有特定的 注意力設定來忽略廣告，也就是避免去觀看左下角物件的觀看路徑。如此一來，便有可 能削弱廣告的新奇效果。再者，在 Bacon& Egeth (1994)的實驗中，其干擾物件與目標物 件是同等地位；但在本實驗中，廣告則是相對於中央的搜尋結果頁面而存在於左下角的 特殊地位，同樣可能形成廣告忽略的效果。因此，建議未來的實驗設計也能夠將廣告位 置作為一關切變項，讓廣告不只固定於左下角，也可以隨著測試頁改變讓廣告出現在頁 面上的不同位置；抑或使廣告直接出現在產品物件會出現的位置上，以達干擾物與目標 物具同等地位的設計，並期待能夠獲得更好的注意力捕捉效果。
參考書目
一、中文文獻
俞帛宏(2009) 。《橫幅廣告點擊效果影響因素之探索性研究》。國立臺北大學資訊管理 研究所。
唐大崙、莊賢智(2005)。〈由眼球追蹤法探索電子報版面中圖片位置對注意力分佈之影 響〉。《廣告學研究》，24：89-104。
唐大崙、張文瑜 (2007)。〈利用眼動追蹤法探索傳播研究〉。《中華傳播學刊》，12：
165-211。
陳亭羽、田季芳 (2008) 。〈網路廣告效果衡量指標之探討〉。《管理與系統》，2：177-208。
湯允一、黃憶婷、唐大崙(2006) 。〈網路廣告的版面配置對視覺焦點、閱讀動線的影響 之研究〉，「2006 中華傳播學會年會」論文。台灣，台北。
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附 錄
(non-singleton) 物品/顏色
(non-singleton) 物品/顏色
2-1 滑鼠/黑
3C 滑鼠/黑 機 身 有 橘 色 顯
示燈
5
2-2 洋裝/紅
衣飾 洋裝/紅
腰間有皮帶 2
2-3 戒指/銀
女性精品 戒指/銀 形 狀 為 方 形 的
款式
10
2-4 泳裝/藍
運動用品 泳裝/藍
腰間有綁帶 8
2-5 桌子/咖
家具寢飾 桌子/咖 前 側 附 兩 欄 抽
屜
1
2-6
筆記本/粉紅
文具用品 筆記本/粉紅
封面有愛心狀 9
附錄二：實驗一受測者招募文件
「產品訊息處理模式的認知歷程研究」研究 招募實驗參與者
99/01/01 妳/你好，
邀請妳/你參加一項有關「人如何觀看網路購物產品」的研究。透過最新的眼動儀器
（eye tracking），本研究嘗試瞭解人觀看產品的認知歷程（cognitive processing）。整個實 驗過程約歷時 30 分鐘：首先進行實驗說明，接著進行 12 則產品選擇實驗（其中 2 則為 練習），並填寫個人基本資料。總計約 60 位大專學生將參與這項研究。每位實驗參與者 可獲得新台幣 100 元致謝金，即使妳/你未完成所有的實驗程序，仍可得到 100 元致謝金，
以感謝妳/你的付出。
謝謝妳/你的參與和協助！
地 點：科學一館地下室 028 室「傳播與科技研究中心」（EB028）
聯絡人：研究助理許孟琪（手機 0931-684-806，電子郵件 [email protected]）
主持人 交通大學傳播與科技學系助理教授陶振超 研究助理 交通大學傳播研究所碩士生許孟琪
主持人 交通大學傳播與科技學系助理教授陶振超 研究助理 交通大學傳播研究所碩士生許孟琪