作为互联网媒体催生的新型广告形式，原生广告在广告业界的发展势头迅猛，已成为主流网络广告模式之一，然而，理论界对原生广告的实质性探索刚刚起步，对原生广告的理解还停留在认知层面。以往研究基于同化效应视角，使用单独展示情境，检验原生广告及关联要素的影响和作用关系，致使研究结论外部效度有限。同时，原生广告“隐蔽性”价值与失效的核心问题，还停留在理论假设和推测层面，缺乏客观准确的实证数据支撑。本项目基于广告位置竞争现实常态情境，使用眼动实验和问卷调查的混合实验设计，构建广告类型对消费者视觉注意及后续广告效果影响的研究模型，整合生物观测数据和问卷测量数据，测量广告类型对消费者视觉注意和广告效果影响的主效应、中介效应和调节效应。本研究有助于从对比效应视角弥补现有研究分析原生广告作用的缺陷，为广告商和媒体平台洞察消费者响应原生广告的心理机制提供指引，以及为企业原生广告战略决策提供有价值的实践建议。

As a new form of advertising spawned by Internet media, native advertising has developed rapidly in the advertising industry, and has become one of the mainstream online advertising models. However, the theoretical exploration of native advertising has just begun, and the understanding of native advertising remains at Cognitive level. The past studies always based on the perspective of assimilation effect and use separate display contexts to test the influence and role of native ads and related factors, and resulted in the limited external validity of the research conclusions. Meanwhile, the core issue of the value and failure of "secrecy" on native advertising is still at the level of theoretical assumptions and speculation, lacking objective and accurate empirical data support. This study is based on the actual normal situation of advertising position competition and uses a mixed experimental design of eye movement experiments and questionnaire surveys to build a research model of the impact of advertising types on consumer's visual attention and subsequent advertising effects. It integrates biological observation data and questionnaire measurement data to measure the main effect, mediation effect and moderation effect of the type on consumers' visual attention and advertising effect.This study helps to make up for the shortcomings of existing research and analysis of the role of native advertising from the perspective of comparative effects, provides guidance for advertisers and media platforms to understand consumers’ psychological mechanisms for responding to native advertising, and provides valuable practice advice for enterprises’ strategic decision-making on native advertising.