尽管视频广告是当下流行的网络营销手段，它的有效性仍然受到在线用户广告回避行为的制约。已有针对视频广告有效性的研究主要集中于探讨广告内容对消费者的影响，却忽视了广告推送方式的作用。本课题基于用户控制力理论，针对不同的视频广告推送方式设计，着重探索用户控制力对用户感知和行为的影响及机理，同时揭示了广告推送时机、商家预提供信息和用户回避广告需求对此影响的调节作用。本课题拟结合统计实证、实验室实验和实地实验等研究方法来交叉验证研究模型，并从多视角深入了解用户在观看视频广告时的视觉行为。同时，为了解决传统度量方式存在的局限性，本课题将使用眼动仪客观地度量用户对视频广告的注意力。本课题的研究成果将为广告有效性研究提供新的探索视角，拓展和完善用户控制力的相关理论，揭示不同用户控制力对用户感知和行为的独立和交互影响。研究成果也将为在线视频广告推送方式的设计以及商家和广告平台的营销策略提供科学指导。

Video advertising is becoming increasingly popular in online product marketing. However, its effectiveness has been impaired by online users’ advertising avoidance behavior. Even though previous studies have progressed significantly in enriching our understanding of how to capture users’ attention to online video advertising, they have predominantly focused on the effects of advertising content on users’ attention. However, the intuitive assumption that advertising with better designed content will have a more positive effect on users’ response may not hold in the online video advertising context because users may not even want to start watching the advertising from the very beginning. .Drawing on the existing theories on user control, this research project investigates how to optimize the delivery approach of online video advertising to improve advertising effectiveness. In particular, we aim to examine the impacts of different types of user control on users’ perception and behavior, and how such impacts are moderated by temporal placement of online video advertising, the amount of revealed advertising information as well as users’ need to avoid advertising. .Both laboratory and field experiments will be conducted to examine the influence of advertising delivery approach on users’ perception and behavior. In order to address the limitation of traditional methods in measuring users’ attention, this project will apply eye-tracking technique to record users’ eye movements and analyze their visual attention on video advertising..The results of this project are expected to provide new perspective for advertising research, expand our current knowledge on user control, and contribute to a better understanding of the underlying cognitive and behavioral mechanisms occurring when online users are provided with different types of user control. Furthermore, by identifying the characteristics of delivery approach design unique to the online video advertising context, this project provides practitioners with insights about the provision of IT tools on video platforms, as well as the effective use of user control for marketing purpose.