篮球赛事转播中视觉注意与赞助回忆的关系研究

Study on the relationship between visual attention and sponsorship memory in basketball event broadcasting

通过分析视觉注意与赞助回忆的关系,为研究人员评估体育赛事广告赞助效果提供新的视角.应用眼动实验法,记录33名体育专业大学生观看体育赛事视频片段的眼动指标作为视觉注意因素,结合广告的曝光因素和品牌卷入因素,分析各因素对赞助回忆的影响.结果显示,曝光时间对赞助回忆的影响非常显著(OR=1.058,p<0.01),每增加一个单位的曝光时间,赞助回忆正确的概率提升5.8%.但曝光时间达到上限后,额外的曝光并不会提升观众的视觉注意和赞助回忆.注视时间对赞助回忆的影响显著(OR=1.097,p<0.05),每增加一个单位的注视时间,赞助回忆正确的概率提高9.7%.曝光次数(OR=0.817,p>0.05)、注视次数(OR=1.003,p>0.05)、品牌熟悉度(OR=0.945,p>0.05)和品牌使用率(OR=1.278,p>0.05)则对赞助回忆率影响不显著.本研究认为,通过曝光因素和品牌卷入因素与赞助回忆的关系评估广告投放效果具有局限性,研究人员可通过分析视觉注意因素与赞助回忆的关系,更加科学、有效地评估赞助商广告的投放效果.

By analyzing the relationship between visual attention and sponsorship recall,this paper provides a new perspective for researchers to evaluate the effect of sponsorship of sports events.Using the eye movement experiment method,the eye movement indicators of 33 college students majoring in physical education watching sports video clips were recorded as visual attention factors.Combined with advertising exposure factors and brand involvement factors,the influence of various factors on sponsorship memories was analyzed.The results showed that the exposure time had a very significant effect on sponsorship recall(OR=1.058,p<0.01).Each unit of exposure time increased the probability of correct sponsorship recall by 5.8%.However,after the exposure time reaches the upper limit,the additional exposure will not enhance the visual attention and sponsorship memories of the audience.The effect of fixation time on sponsorship recall was significant(OR=1.097,p<0.05).The correct probability of sponsorship recall increased by 9.7%with each unit of fixation time increased.Exposure times(OR=0.817,p>0.05),number of fixation(OR=1.003,p>0.05),brand familiarity(OR=0.945,p>0.05)and brand usage(OR=1.278,p>0.05)had no significant effect on sponsorship recall.This study believes that it is limited to explore the effect of advertising sponsorship only from the relationship between exposure factors,brand involvement factors and sponsorship memories.Researchers can more scientifically and effectively evaluate the effectiveness of sponsorship advertising by analyzing the relationship between visual attention factors and sponsorship memories.