中文摘要：

采用E—Prime呈现视觉刺激材料，利用ASL收集相应的眼动数据，把网页广告内容作为控制变量，在屏幕不同位置分别呈现12毫秒和48毫秒的网页广告“靶”，对30名中国移动音乐门户网站（www．12530．com）的目标顾客进行被试内眼动重复实验。研究结果表明．在网页广告中，人们的视觉搜索同样存在明显的空间不对称性；网页广告屏位置对顾客视觉搜索反应正确率是以屏幕中央区域向四个角方向延伸，识别效率递减；广告“靶”呈现速度不是决定用户识别效率高低的关键因素，不会影响顾客的兴趣中心。在此基础上，建议网页广告的定价应采取非线性的定价策略，弹出式广告在网页上停留的时间在3—5秒钟之间为宜。

英文摘要：

Using the E-prime program to present visual stimulus material and ASL to collect the corresponding eye movement data, considering the web advertising content as the control variable, and showing different position on the screen with 12 ms and 48 ms web advertisements＂target＂respectively, we take a series of within-subjects eye movements test experiments to 30 target customers of China Mobile Wireless Music Portal （www.12530.com）. The results show that in web advertising, people＇s visual search is also characterized by a clear spatial asymmetry and web advertising screen location to the customer＇s visual search response accuracy descends from the central region to the four corners direction of the screen. Advertising target rendering speed is not the key factors that determine the users＇ identify efficiency and it does not affect the customer＇s AOI. On this basis, the proposed pricing of web advertising should take non-linear pricing strategies and pop-up ads on the web page stay preferably between 3-5 seconds.