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研究生:康耕輔
研究生(外文):Gengfu Kang
論文名稱:不同點選目標與動畫節奏對於遊戲式廣告傳播效果的影響
論文名稱(外文):Communication Effects of Advergame Under Different Goals and Pacing of Animation
指導教授:張郁敏張郁敏引用關係
指導教授(外文):Yuhmiin Chang
學位類別:碩士
校院名稱:輔仁大學
系所名稱:大眾傳播學研究所
學門:傳播學門
學類:一般大眾傳播學類
論文種類:學術論文
論文出版年:2006
畢業學年度:94
語文別:中文
論文頁數:84
中文關鍵詞:遊戲式廣告網路廣告置入式行銷目標動畫資訊處理
外文關鍵詞:advergameinternet advertisingproduct placementgoalanimationinformation processing
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本研究採用2 × 2受測者組間設計的多因子實驗法,檢驗當暴露於不同節奏的動畫時,不同點選目標的玩家,如何注意和處理遊戲式廣告內的產品訊息和動畫,及形成廣告態度和品牌態度的強弱。研究結果顯示,有別於玩家在線上電玩遊戲中,採取如情感轉移機制等經驗處理策略,遊戲式廣告的玩家,反而傾向經由認知處理的過程,形成對於置入產品的態度。因此,本研究發現,遊戲式廣告的傳播效果,不應以置入式行銷的觀點來說明。
其次,玩家處理遊戲式廣告的過程,可從基於獲得新產品資訊並滿足娛樂的目標,和出於單純娛樂的目標兩種論點進行討論。當玩家出於單純娛樂的目標點選遊戲,傾向經由簡單處理路徑形成態度。當玩家基於獲得新產品資訊並滿足娛樂的目標點選遊戲,傾向經由雙重中介假設預測的處理路徑形成態度。因此,有別於過去學者的建議,本研究發現,傳統雙重路徑的資訊處理模式,可能仍適合解釋網路媒體廣告的傳播效果。
最後,節奏愈緊湊的動畫,傾向影響玩家注意遊戲式廣告的方向和強度,但較不影響處理遊戲內產品訊息或動畫等執行元素的深度。節奏較適中的動畫,可能提高玩家處理產品訊息或動畫的機會,但較不影響分配注意力的焦點。由此可知,除了點選目標和動機因素之外,動畫的呈現節奏,也可能增加玩家處理產品訊息的機會,影響遊戲的傳播效果。
第壹章、研究動機 .................................................... 1
第一節 遊戲式廣告有別於置入式行銷 .................................... 1
第二節 問題陳述與研究目的 ........................................... 3

第貳章、理論回顧 .................................................... 5
第一節 玩家涉入遊戲式廣告的類型和程度 ................................. 5
第二節 點選目標對於資訊處理和傳播效果的影響 ........................... 7
第三節 動畫和產品訊息整合對於資訊處理過程的影響 ...................... 10
第四節 動畫節奏對於資訊處理和傳播效果的影響 .......................... 11

第参章、研究方法 ................................................... 15
第一節 研究架構 ................................................... 15
第二節 前測 ....................................................... 16
第三節 正式實驗 ................................................... 22
第四節 實驗施測物 .................................................. 26
第五節 實驗樣本 ................................................... 29

第肆章、研究結果 ................................................... 31
第一節 受訪者輪廓 ................................................. 31
第二節 效度檢驗 .................................................. 32
第三節 信度檢驗 .................................................. 33
第四節 操弄檢定 .................................................. 35
第五節 研究假設檢驗 ............................................... 37

第伍章、結論 ....................................................... 43
第一節 研究發現與解釋 .............................................. 43
第二節 實務應用 .................................................. 47
第三節 研究限制與未來建議 ......................................... 48

附錄一、前測問卷 ................................................... 49
附錄二、正式實驗問卷 ................................................ 56
附錄三、遊戲式廣告畫面擷錄 ........................................... 67

參考書目 .......................................................... 78
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姚志隆、許志嘉(2004),Flash動畫中產品置入效果之研究。銘傳大學傳播學院數位媒體的發展與再造學術研討會。
許建隆(2000),線上遊戲作為一種廣告形式的效果研究。國立政治大學廣告研究所碩士學位論文。

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