臺灣博碩士論文加值系統

目前免費遊戲主要營收分為遊戲內購商品雨和廣告來源。部分廣告強迫玩家觀看並干擾遊戲流程，玩家可能因此放棄繼續遊玩該遊戲。使不同的遊戲會讓玩家產生不同的認知負荷，而當認知負荷過載，則不能額外處理非主要任務資訊，使得玩家可能不會看到廣告或是記住廣告。因此遊戲廣告干擾和不同遊戲認知負荷，對於遊戲意圖和廣告回想之間的關係是一個值得探討的問題，本研究將以眼動儀來取得眼動指標，並以眼動指標探討與廣告回想之間的關係。
本研究以實驗設計2種遊戲廣告干擾(高干擾、低干擾)X2種遊戲認知負荷(高認知負荷、低認知負荷)共4種情境。實驗結果回收121份有效問卷，透過統計分析的結果可以發現：(1)手機遊戲涉入度對手機遊戲態度有顯著影響；(2)手機遊戲涉入度對手機廣告態度影響不顯著；(3)手機遊戲干擾度對手機遊戲態度影響不顯著；(4)手機遊戲干擾度對手機廣告態度有顯著影響；(5)手機遊戲態度與遊戲廣告態度對遊戲意圖有顯著影響；(6)高廣告干擾度的AOI眼動指標越高，其廣告回想也較好；(7)不同遊戲認知負荷對AOI眼動指標影響不顯著；(8)手機遊戲廣告態度對手機遊戲回想則為負向影響。

The main revenue of free-game comes from advertisement and In-App purchase. Sometimes players are forced to see the whole advertisement while they are playing the game. Different games will lead to different cognitive load, and players may not watch or remember any detail of that advertisement when their cognitive is overload. Therefore, the purpose of this study is to investigate the relationship between the advertisement, different level of game cognitive load and the intention of playing games and advertisement recall. An eye tracker is also used in this study as well, inorder to discuss the relation between the data collected by eye tracker and advertisement recall.
An experiment is conducted in this study, we have 4 situation by using two different level of advertisement disturbing (High and Low), and two level of cognitive load (High cognitive load and Low cognitive load). 121 valid questionnaires were returned. Our findings shows that (1) The degree of involving in the mobile game has significant positive impact on the attitude toward the mobile game. (2) The degree of involving in themobile game has no significant positive impact on the attitude toward the advertisement. (3) The disturbance of advertisement has no significan positive impact on the attitude toward the mobile game. (4) The disturbance has notable impact on the attitude toward the advertisement. (5) The attitude toward the mobile game has notable impact on the intention of playing games. (6) The higher the degree of advertisement disturbing is, the higher the eye movement indicator is, and the advertisement recall will do better as well. (7) Cognitive load toward different mobile games has no significan positive impact on AOI eye movement indicators. (8) The attitude toward the advertisement has negative impact on recalling the mobile game.

摘要 I
ABSTRACT II
目錄 III
表次 V
圖次 VI
第一章、 緒論 1
第一節、 研究背景與動機 1
第二節、 研究目的 2
第三節、 研究流程 3
第二章、 文獻探討 4
第一節、 網路廣告 4
第二節、 行動廣告 5
第三節、 廣告干擾 7
第四節、 認知負荷理論 7
第五節、 態度 9
第六節、 理性行為理論 9
第七節、 廣告態度之研究 10
第八節、 涉入度 12
第九節、 電子遊戲類型 12
第十節、 視覺認知與注意力 13
第三章、 研究方法 16
第一節、 研究架構 16
第二節、 研究假說 16
第三節、 操作型定義 18
第四節、 實驗設計 20
第五節、 衡量問項 23
第六節、 問卷設計 25
第七節、 資料分析方法 26
第四章、 數據分析 27
第一節、 樣本結構分析 27
第二節、 因素分析 28
第三節、 假說驗證 30
第四節、 眼動數據分析 34
第五章、 結論 37
第一節、 研究結果與討論 37
第二節、 研究限制與未來建議 40
參考文獻 41

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