The Influence of Different Timings of Video Advertisements on Users Learning Performance and Degree of Perceived Intrusiveness in Online Learning

Abstract

With the popularization of online education and the development of artificial intelligence, more and more people are choosing to use a faster online method to learn. With a single device, users can learn anytime and anywhere. The survey finds that in the process of online education, there are a lot of interference items for users, among which advertisements, as a common means of communication, often appear on web pages. Previous studies have not reached a definitive conclusion on whether different timings of advertisements will affect users learning performance. This study aims to investigate the impact of different advertisement timings on users online learning performance and perceived intrusiveness of video advertisements. Based on this background, the experimental method is adopted in this study, with 18 young people as the research subjects. The independent variable is the time when video advertisements appear, and the dependent variable is a subjective reporting method to investigate the influence of online learning on users and the degree of perceived intrusiveness of video advertisements for users. The results show that different timings of advertisements have no significant impact on the learning outcomes of users but has a significant effect on the degree of perceived intrusiveness by users. Specifically, when the advertisement appears in the middle of the video, users felt more intrusive than when the advertisement appears at the beginning of the video. Based on the above research, this paper puts forward the following suggestions from the perspective of online video application development: reduce advertisements in the middle of courses or adjust the timing of advertisements so as to avoid causing strong perceived intrusiveness for users, thus minimizing the negative impact of advertisements and improving the focus of online learning users.