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Examining the Impacts of Exaggerated Notification Texts on Smartphone Application Users
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Shinnosuke DATE1) Wenzhen XU2) Masato TAYA2,3) Takeshi IWAMOTO11)
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1) Toyama Prefectural University, Imizu, Toyama 939-0398, Japan. s-date@puc.pu-toyama.ac.jp
2) KDDI Research Inc., Fujimino, Saitama, 356-8502, Japan
3) KDDI CORPORATION, Chiyoda, Tokyo 102-8460, Japan
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Received: Oct. 8 2021; Revised: Jan. 09 2022; Accepted: Feb. 14 2022
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Keywords: notification, application, exaggeration, CTR, engagement
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| Abstract | |
| Exaggerations are widely used in creating attractive notifications, while overly exaggerated contexts may cause negative effects on users' engagements. To re-duce the issues arising between the Click Through Rate (CTR) and user engage-ment with notifications, it is necessary to clarify the impacts of exaggeration on CTRs and user engagements. Since no comprehensive indicators have been suc-cessfully created yet, our first step is to propose an indicator to define and meas-ure the strength of exaggeration of notification text. In addition, we created exag-gerated notification text using these indicators and experimented with the applica-tion. In this paper, we have shown that exaggerated notifications may temporarily increase the CTR but not continuously. Although the results of the engagement study did not show any significant difference, the subjects who opened the exag-gerated notifications showed a tendency to exit the application without perform-ing any screen operations, indicating that exaggeration may reduce engagement.
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| Copyright © 2019 The Academy of Human Informatics |
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