行動裝置普及，以智慧型手機觀看新聞已為民眾日常生活習慣。再者，行動廣告蓬勃發展，廣告作為新聞業重要收入來源，為新聞業者與廣告商共同關注的焦點。廣告如何有效引起觀者注意，過往研究雖已進行許多討論，但少有研究專注於時間因素，且針對觀看新聞情境的討論較為缺乏。因此，本研究欲探討瀏覽新聞網頁時，行動廣告的露出時機與時長，對讀者廣告注意力的影響。本研究採準實驗法，2因子組間設計，自變數為時機：觀看新聞前、觀看新聞中，以及時長:2秒、6秒、10秒，共六組實驗組合，依變數為讀者注意力，以自我評估注意力問卷及識別測驗衡量，包含識別廣告類型、名稱、圖片，三項目。研究結果顯示，廣告露出時機與時長對讀者注意力具有明顯影響，然而二因素之間未產生交互作用。本研究發現，雖然讀者自我評估的廣告注意力明顯低落，但總識別率仍達到56.3%。廣告露出時機部分，新聞觀看前露出所達到的讀者注意力明顯高於觀看新聞中，尤其於識別廣告圖片表現較佳。廣告時長方面，廣告露出時長為10秒所達到的注意力明顯高於2秒及6秒，尤其識別廣告圖片方面表現優於2秒及6秒。讀者識別廣告類型方面，10秒的表現優於2秒，但與6秒並無差異。本研究認為，於瀏覽短新聞的情境下，廣告露出時機為新聞觀看前，露出時長較長時，對於吸引讀者的注意力能達最佳效果。本研究從過往較少討論的廣告露出時間面向切入，並發現時機與時長會對讀者注意力產生影響，為後續研究進行一開創性之初探。

Mobile news websites have become the main platform for people to receive information as people have become heavily dependent on mobile devices. Similarly, advertisers also aim to reach audiences through mobile platforms. Therefore, how to attract audiences’ attention to advertisements on news websites has become an important issue. However, few studies focus on the time-related factor, and there is still a lack of discussion in the context of reading the news on mobile news websites. Therefore, in this study, the exposure timing and time duration of mobile advertisements are chosen to be the main two factors, and the quasi-experimental method is used. The two factors of the 2-factor inter-group design are: 2 （timing: before watching the news, watching the news）×3 （duration: 2 seconds, 6 seconds, 10 seconds）, and the dependent variable is reader’s attention to the advertisement. The results of this research show that the timing and exposure duration of the advertisement do have a significant impact on the reader’s attention to the advertisement. However, there are also no interactions between these two factors. In terms of timing, this study found that the advertisements exposed before viewing have better attention-grabbing effects and the best results in recognizing the picture of advertisement. In the duration part, the advertisement is exposed for 10 seconds, which can achieve the best attention and have the best results in recognizing the type of advertisement and the picture. This study found that in the context of browsing mobile news webpage, the advertisement appears before the news, and the exposure time is 10 seconds, the reader's attention to the advertisement is best. Also, the advertisement can be recognized even after browsing the short news. This study explores the less-discussed aspect of advertising related researches, and finds that the timing and duration will affect reader’s attention, which is a groundbreaking preliminary exploration for follow-up research.

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