网络广告是一种新兴的广告形式,新时代在网络营销兴起的情况下应运而生,是学术领域和企业关注的重点。眼动仪兴起以来,学术界通过利用眼动仪对影响广告效果的成分,例如广告材料的比例、其位置散布、颜色运用、文字材料等进行研究,获得了一些建设性的成果。 Internet advertising is a new form of advertising, a new era emerged in the context of network marketing came into being, the academic field and business focus. Since the rise of the eye tracker, academics have made some constructive achievements by using the eye tracker to study the components that affect the advertising effectiveness, such as the proportion of advertising materials, their location, color distribution, text materials and so on.