Usability evaluation of comprehension performance and subjective assessment on mobile text advertising

Abstract

The effects of text presentation applied to mobile advertisings were examined in the context of the explosion of small-screen devices. Presentation mode of text advertising visual structure, position of layout, moving speed, format of segmented presentation, and luminance contrast of text/background window are used as design factors. Ad comprehension, user interface satisfaction, and overall workload would be collected using an orthogonal array experiment. The results indicate the interaction effects of presentation mode and position as well as presentation mode and speed on Ad comprehension are statistically significant. In addition, the interaction effects of presentation mode and format as well as presentation mode and position are statistically significant on user interface satisfaction. It also indicates the interaction effects of presentation mode and format as well as presentation mode and luminous contrast are statistically significant on overall workload. In summary, the interaction effects between text advertising visual structures have to be taken into account for the user-centered usability of mobile text advertising presentation. © 2013 Springer-Verlag Berlin Heidelberg.