广告是企业的一种重要营销手段，电视广告和网络视频广告因其具有形声兼备、感染力强、到达率高和一定的强制性等优点受到广告主的追捧。但是，随着广告逐渐泛滥、时间长、不精准等问题出现，使得观众产生强烈的广告回避（Ad Avoidance）情绪和行为。因此，如何提升电视广告及网络视频广告效果逐渐得到研究人员的关注。目前，国内传统电视媒体以及视频网站最为常见的一种策略就是使用广告倒计时。然而，目前各电视台和视频网站的倒计时格式设定大部分是没有理论依据的经验设定。本文以网络综艺视频广告为研究对象，采用行为实验与眼动实验结合的实证方法，探讨倒计时策略对广告效果的影响以及其相关的作用机制。

本文从倒计时自身特点出发，通过3个实验，研究探索视频播放中倒计时信息对广告效果的影响。首先，通过线上问卷进行预实验，为后续实验室实验筛选出合适的广告刺激材料。实验一通过实验室实验模拟在网络综艺视频中插播广告的方式，观测有无倒计时信息对广告记忆、广告态度和购买意愿的影响，结果发现有倒计时的广告效果更好，主要体现在增强广告记忆上。同时，该实验对广告时长因素进行了检验，发现倒计时效应不受到广告时长的影响。实验二在实验一的基础上引入眼动技术，探索倒计时信息影响广告效果的内在机制，结果发现倒计时信息通过增强广告注意提升了广告记忆，证明了广告注意因素的中介作用。该效应在不同属性的广告即搜索和体验广告中没有显著差异，并且在实验后的一周内稳定存在。实验三通过改变倒计时的呈现方式，对倒计时的时间精度进行操控，进一步探讨如何通过倒计时信息提升广告效果。研究结果发现，高时间精度倒计时使观众的时间感知和广告价值产生了变化，进而增强了广告记忆，该效应在实验后的一周内也稳定存在。通过上述实验，本研究证明倒计时信息能够通过增强广告注意从而增强广告效果，该效应在一周内不会消退，并且提高倒计时的精度能够使得该效应增强。

本研究在已有广告倒计时研究基础上，通过行为实验结合眼动测量技术，揭示了广告倒计时对广告效果的影响及其机制。本文在一定程度上丰富了广告倒计时和广告效果领域的研究成果，为倒计时策略的使用提供切实可行的指导建议，并提供了增强倒计时效应的方法，提升了广告本身的传播效率，从而为电视台和视频网站提供实践启示。

Advertising is an important marketing tool for enterprises. TV ads and online video ads are popular with advertisers because of their advantages of both shape and sound, strong appeal, high arrival rate and certain mandatory. However, with the gradually flooding of advertisements, long time and inaccuracy and other characteristics, the audience has a strong emotion and behavior of ad avoidance. Therefore, how to improve the effectiveness of TV ads and online video ads has gradually attracted the attention of researchers. At present, the most common strategy of traditional TV media and Video website is to use advertising countdown. However, most of the countdown format settings of TV stations and Video websites are empirical settings without theoretical basis. Taking online variety video advertisement as the research object, this paper adopts the empirical method of combining behavioral experiment and eye movement experiment to discuss the influence of countdown strategy on advertising effect and its related mechanism.

Based on the characteristics of countdown, this paper explores the influence of countdown information on advertising effect in video playback through three experiments. First of all, pre-experiments were conducted through online questionnaires to select suitable advertising stimulus materials for subsequent laboratory experiments.

In Study 1, we simulated the way of inserting advertisements in the online variety video through laboratory experiments, and observed whether the countdown information had an impact on advertisement memory, advertisement attitude and purchase intention. The results showed that ads with a countdown worked better, mainly in terms of advertising memory. At the same time, the experiment examined the factors of advertising duration and found that the countdown effect was not affected by advertising duration. Study 2 introduced eye movement technology on the basis of study 1 to explore the internal mechanism of the countdown information influencing the advertising effect. The results showed that the countdown information improves the memory of advertisement by enhancing the attention of advertisement, which proved the mediating effect of the attention factor of advertisement. This effect was not significantly different in ads with different attributes, i.e. search and experience ads, and the effect was stable within one week after the experiment. Study 3 manipulated the time accuracy of the countdown by changing the presentation mode of the countdown, and further explored how to improve the advertising effect through the countdown information. The results show that the countdown with high time accuracy changes the audience's time perception and advertising value, which in turn enhances the advertising memory. This effect also existed stably within one week after the experiment.

Through the above experiments, this study proved that the countdown information can enhance the advertising effect by enhancing the attention of advertisements, the effect will not weaken within a week, and the effect can be enhanced by improving the countdown accuracy.

Based on the existing research on advertising countdown, this study revealed the influence of advertising countdown on advertising effect and its mechanism through behavioral experiments and eye movement measurement technology. This article enriched the research results in the field of ad countdown and advertising effects to a certain extent, provided practical guidance and suggestions for the use of countdown strategies, and provided methods to enhance the countdown effect, which improved the efficiency of advertising itself. Thus this paper provided practical enlightenment for the TV station and the Video websites.