考察网络广告创意程度和任务导向对受众注意的影响。研究采用双因素被试间设计。研究表明:无任务导向时网络广告受众注意受创意广告的影响;有任务导向时网络广告受众注意受非创意广告的影响;广告创意程度和任务导向的交互作用对受试注意有显著影响,任务导向主效应显著。 Examine the impact of online advertising creativity and task orientation on audience attention. The study used a two-factor test room design. The research shows that: when there is no task-oriented, online advertising audience pays attention to the impact of creative advertising; when task-oriented, online advertising audience pays attention to the influence of non-creative advertising; the degree of advertising creativeness and task-oriented interaction has a significant impact on the subject’s attention. Leading main effects are significant.