臺灣博碩士論文加值系統

網際網路與個人電腦的普及，促成遊戲產業的蓬勃發展，隨著遊戲人口的不斷攀升，促使廣告主開始尋求遊戲廠商合作，在遊戲中置入廣告，使得遊戲成為新興的廣告媒介。除了傳統電腦遊戲外，因應行動科技的進步，手機遊戲市場已成為行動科技發展的重要的領域。目前有關遊戲中置入品牌廣告的研究，大多著眼於電腦遊戲，較少針對手機遊戲探討遊戲中置入廣告的效果。然相較於電腦遊戲，手機遊戲在其平台之螢幕、處理速度、及存取空間上皆有相當差異，因此，針對電腦遊戲的產品置入研究結果，是否能套用至手機遊戲上仍有疑問。
根據注意力有限空間模型，遊戲過程中玩家可能因遊戲情境(手機遊戲或電腦遊戲)及產品置入位置不同影響對遊戲中產品置入訊息的注意程度，從而影響產品置入的廣告效果。本研究目的在探討不同遊戲情境與產品置入位置對廣告效果之影響。研究中採取實驗法，依遊戲情境(手機遊戲與電腦遊戲)與產品置入位置(焦點置入與週邊置入)共分為四個實驗組，各實驗組皆開發對應之遊戲為實驗工具。研究結果證實，遊戲情境與產品置入位置顯著影響玩家的品牌回憶程度，而玩家對手機遊戲中進行產品置入的態度與電腦遊戲情況時不同，並且玩家的產品置入並影響其對置入品牌的態度。

The product placement in online games is small compared to most of the traditional media, but it is growing very rapidly across the advertising markets. Whereas the brand placement in computer games has received much attention in recent reports on the future of in-game advertising, there is an increasing number of product placements in mobile games but it is much less researched.
This study addresses the advertising effects of product-placement types and the online game scenarios (computer games vs. mobile games) based on the perspective of the limited-capacity model of attention with the gamer’s brand involvement as a covariate. The study employed experiments with four scenarios consisting of combinations of two product placement positions (focal/ peripheral area)and two game scenarios (computer/mobile games). Results show that the gamer’s brand recall is affected significantly by the position of product placement in a game and the scenarios of the game. The gamer has a more positive attitude to product placement in mobile games than that in computer games. Finally, the brand attitude of the gamer is notably influenced by his attitude toward product placement in online games.

第一章、 緒論 1
第二章、 文獻探討 4
第一節 電子遊戲 4
第二節 產品置入 6
第三節 注意力有限空間模型 10
第四節 廣告干擾 11
第五節 廣告效果 12
第六節 品牌涉入 14
第三章、 研究設計與假說 16
第一節 研究模型 16
第二節 研究假說 16
第三節 操作型定義 19
第四節 問卷設計 21
第五節 研究設計 21
第六節 正式實驗 24
第四章、 資料分析 26
第一節 問卷樣本結構、同質性檢定與操弄檢定 26
第二節 信、效度分析 27
第三節 多變量共變數分析 29
第四節 線性迴歸分析 32
第五章、 結論與建議 33
第一節 研究結果與討論 33
第二節 研究限制與建議 35
參考文獻 36
中文部份 36
英文部分 36
附錄一 實驗問卷 43

中文部份
1. 李咏吟，民87，認知教學－理論與策略，台北：心理。
2. 許晉龍，民93，線上遊戲使用者行為研究，國立臺灣科技大學資訊管理系博士論文。
3. 張智超與虞孝成，民 90，網咖、連線遊戲e軍突起，台北：聯經。
4. 鄭昭明，民 85，認知心理學：理論與實踐，台北：桂冠圖書公司。
5. 張春興，民 80，現代心理學，台北：東華書局。
6. 王馨逸，民97，『置入式廣告-線上遊戲產業的另一個春天?』，尼爾森媒體新知，1~3頁。
7. 劉楚慧，民95，『2006-2007台灣網路娛樂行為分析』，資策會。
8. 張舒婷，民96，手機遊戲潛力大 「無聊」成金，電子商務時報，10月22日，available at:http://www.ectimes.org.tw/shownews.aspx?id=9918 (accessed 民97年11月16日)
9. 潘明君，民92，線上遊戲用戶特性分析，Find網際網路資訊情報中心，7月6日，available at: http://www.find.org.tw/focus_disp.asp?focus_id=241 (accessed 民98年4月15)

英文部分
1. Aaker, D.A. Managing Brand Equity: Capitalizing on the Value of A Brand Name, The Free Press, New York, 1991
2. Acar, A. “Testing the Effects of Incidental Advertising Exposure in Online Gaming Environments,” Journal of Interactive Advertising (8:1) 2007, pp:1-36
3. Alessi, S.M. and Trollip, S.R. Computer-Based Instruction: Methods and Development (3rd ED), Prentice Hall and Englewood Cliffs, N.J., 1991
4. Badcoe, I. “The Computer Game Industry: Current State of Play,” Virtual Reality (5:4) 2000, pp:204-214
5. Balasubramanian, S.K. “Beyond Advertising and Publicity: Hybrid Messages and Public Policy Issues,” Journal of Advertising (23:4) 1994, pp:29-46
6. Batra, R. and Stayman, D.M. “The Role of Mood in Advertising Effectiveness,” Journal of Consumer Research (17:2) 1990, pp:203-214
7. Bezjian-Avery, A., Calder, A. and Iacobucci, D. “New Media Interactive Advertising vs. Traditional Advertising,” Journal of Advertising Research (38:4) 1998, pp:23-32
8. Brown, S.P. and Stayman, D. M., “Antecedents and Consequences of Attitude Toward the Ad: A Meta-Analysis,” Journal of Consumer Research, (19), 1992, pp:34-51
9. Cashman, B. and Carland, M. (2009), " Get in the game: Using advertising to reach and keep the diverse audience of gamers?", Deloitte, 17 March, available at: www.businessweek.com/magazine/content/05_09/b3922094.htm (accessed June 2009)
10. Cole, C.A. and Houston, M.J. “Encoding and Media Effects on Consumer Learning Deficiencies in the Elderly,” Journal of Marketing Research (24:1) 1987, pp:55-63
11. Constantin, C. and Grigorovici, D.M. “Experiencing Interactive Advertising beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments,” Journal of Interactive Advertising (5:1) 2004, pp:31-53
12. Crawford, C. The Art of Computer Game Design, Osborne/McGraw-Hill, Berkeley, 1984
13. Demaria, R. and Wilson, J.I. High Score! The Illustrated History of Electronic Games, McGraw-Hill Osborne Media, Boston, 2002
14. D’Astous, A. and Seguin, N. “Consumer Reactions to Product Placement Strategies in Television Sponsorship,” European Journal of Marketing (33:9/10) 1999, pp:896-910
15. Elliott, M.T., and Speck, P.S. “Consumer Perceptions of Advertising Clutter and Its Impact Across Various Media,” Journal of Advertising Research (38:1), 1998, pp. 29-41
16. Eriksen, B.A., and Eriksen, C.W. “Effects of Noise Letters Upon the Identification of a Target Letter in A Nonsearch Task,” Perception & Psychophysics (16:1), 1974, pp:143-149
17. Edwards, S.M., Li, H. and Lee, J.H. “Forced Exposure and Psychological Reactance: Antecedents and Consequences of the Perceived Intrusiveness of Pop-Up Ads,” Journal of Advertising (31:3), 2002, pp:83-95
18. Fornell, C., and Larcker, D. F., “Evaluating Structural Equation Models with Unobservable Variables and Measurement Error,” Journal of Marketing Research (18:1), 1981, pp. 39-50
19. Fishbein, M. and Ajzen, I. Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, Addison-Wesley Publishing Company, London, 1975
20. Gould, S.J., Pola, B.G. and Sonja, G.K. “Product Placements in Movies: A Crocess-cultural Analysis of Austrian, French and American Consumers’ Attitudes toward this Emerging,” Journal of Advertising (29:4) 2000, pp:41-58
21. Grover, R. (2005), "Game wars who will win your entertainment dollar, Hollywood or Silicon Valley?", Business Week, 28 February, available at: www.businessweek.com/magazine/content/05_09/b3922094.htm (accessed November 2008)
22. Gupta, P.B. and Lord, K.R. “Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall,” Journal of Current Issues and Research in Advertising (20:1) 1998, pp:48-59
23. Ha, I., Yoon, Y. and Choi, M. “Determinants of Adoption of Mobile Games under Mobile Broadband Wireless Access Environment,” Information & Management (44:3) 2007, pp:276-286
24. Hernandez, M.D. Chapa, S. Minor, M.S. Maldonado, C. and Barranzuela, F. “Hispanic Attitudes toward Advergames: A Proposed Model of their Antecedents,” Journal of Interactive Advertising (4:3) 2004, pp:116-130
25. Hirschman, E.C. “Humanistic Inquiry in Marketing Research: Philosophy, Method, and Criteria” Journal of Marketing Research (23:Aguest) 1986, pp:237-249
26. Hitchon, J.C. and Thorson, E. “Effects of Emotion and Product Involvement on the Experience of Repeated Conmmercial Viewing” Journal of Broadcasting & Electronic Media (39:3) 1995, pp:376-389
27. Hoffman, D.L. and Novak, T.P. “Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations,” Journal of Marketing (60:3) 1996, pp:50-68
28. Holbrook, M.B. “Stereographic Visual Displays and the Three-Dimensional Communication of Finding in Marketing Research,” Journal of Marketing Research (34:11) 1997, pp:526-536
29. Howard, J.A. Buyer Behavior in Marketing Strategy, Englewood Cliffs, NJ: Prentice Hall International, 1994
30. Kahneman, D. Attention and Effort, Prentice-Hell, N.J., 1973
31. Karrh, J.A. “Brand placement：A Review,” Journal of Current Issues and Research in Advertising (20:1) 1998, pp:31-49
32. Kerlinger, F.N. (1986), Foundations of Behavior Research. Fort Worth: Holt, Rinehart and Winston.
33. Krugman, D. M. and Barban, A.M. “Cable Television and Advertising: An Assessment,” Journal of Advertising (7:4) 1978, pp:4-8
34. Lang, A. A Limited Capacity Theory of Television. Paper presented to the Information Systems Division of the International Communication Association, 1992, Miami, FL.
35. Lang, A. and Basil, M.D. “Attention, Resource Allocation, and Communication Research: What Do Secondary Task Reaction Times Measure Anyway?,” Communication Yearbook (21:1 ) 1998, pp: 443-473
36. Lang, A. Bolls, P. and Kawahara, K. “The Effects of Production Pacing and Arousing Content on the Information Processing of Television Message,” Journal of Broadcasting & Electronic Media (43:4 )1999, pp: 451-475
37. Lastovicka, J.L. and Gardner, D.M. “Low Involvement Versus High Involvement Cognitive Structures,” Advances in Consumer Research (5:1) 1978, pp:87-92
38. Lavidge, R.J. and Steuner, G.A. “A Model for Predictive Measurement of Advertising Effectiveness,” Journal of Advertising Research (25:October) 1961, pp:59-62
39. Lee, M. and Faber, R.J. “Effects of Product Placement in On-Line Games on Brand Memory,” Journal of Advertising (34:1) 2007, pp:75-90
40. Lindsay, P.H. and Norman, D.A. Human Information Processing: An Introduction to Psychology (2nd ed.), Academic Press. Inc., New York, 1977
41. Lutz, R.J. Affective and Cognitive Antecedents of Attitude towards the AD: A Conceptual Framework, in L.F. Alwitt and A.A. Mitchell (Eds.), Psychological Process and Advertising Effects: Theory, Research, and Application, Hillsdale NJ: Lawrence Erlbaum Associations, 1985
42. Mackenzie, S.B., Lutz, R.J. and Belch, G.E. “The Role of Attitude Toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations,” Journal of Marketing Research (23:2) 1986, pp:130-143
43. MacKenzie, S.B. and Lutz, R.J. “An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context,” Journal of Marketing (53:2/3) 1989, pp:48-65
44. Matlin, M.W. Cognition, Harcourt Brace Jovanovich, Orlando, 1989
45. McGuire, W. J. (1968). Personality and attitude change: An information processing theory. In A. G. Greenwald, T. C. Brock, and T. M. Ostrom (eds.), Psychological foundations of attitudes (pp. 171-196). San Diego, CA: Academic Press
46. Miller, A. “Watching Viewers Watch TV: Processing Live, Breaking and Emotional News in a Naturalistic setting,” Journalism & Mass Communication Quarterly (83:3) 2006, pp: 11-29
47. Mitchell, A.A. and Olson, J.C. “Ate Product Attitude Beliefs the only Mediator of Advertising Effects on the Brand Attitude?,” Journal of Marketing Research (18:3) 1981, pp: 318-332
48. Moreou, A. Sanchez, J.C. and Niu, H. “Mobile Gaming: Excitement on the Move,” Revista de telecommunications de Alcatel (4:1) 2004, pp:35-53
49. NetValue, (June 6th, 2002). NetValue 2002年4月份台灣網際網路研究報告。Available: http://www.find.org.tw/0105/cooperate/cooperate_disp.asp?id=78 (accessed April 2009)
50. Nelson, M.R. “Recall of Brand Placement in Computer/Video Games,” Journal of Advertising Research (42:2) 2002, pp:80-92
51. Nelson, M.R. Yaros, R.A. and Keum, H. “Advertainment or Adcreep Game Players’ Attitudes toward Advertising and Product Placement in Computer Games,” Journal of Interactive Advertising (5:1) 2004, pp:3-30
52. Nelson, M.R., Yaros, R.A. and Keum, H. “Examining The Influence of Telepresence on Spectator and Player Processing of Real and Fictitious Brands in A Computer Game,” Journal of Advertising (34:4) 2006, pp:87-99
53. Norris, C.E. and Colman, A.M. “Context Effects on Recall and Recognition of Magazine Advertisements,” Journal of Advertising (21:3) 1992, pp:37-46
54. Nunnally, J. (1978), Psychometric theory. New York, McGraw-Hill.
55. Petty, R.E. and Cacioppo, J.T. “Issue Involvement as a Moderator of the Effects on Attitude of Advertising Content and Context,” Advances in Consumer Research (8:1) 1981, pp:20-24
56. Posner, M.I. “Orienting of Attention,” Quarterly Journal of Experimental Psychology (32:1) 1980, pp:3-25
57. Rajala, R. Rossi, M. Tuunainen, V.K. and Vihinen, J. “Revenue Logics of Mobile Entertainment Software – Observations from Companies Producing Mobile Games,” Journal of Theoretical and Applied Electronic Commerce Research (2:2) 2007, pp:34-47
58. Reed, J.D. “Plugging Away in Hollywood,” Time (January 2) 1989, pp:103
59. Russell, C.A. “Toward A Framework of Product Placement: Theory Propositions,” Advances in Consumer Research (25) 1998, pp:357-362
60. Russell, C.A. “Investigating the Effectiveness of Product Placements in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude,” Journal of Consumer Research (29:3) 2002, pp:306-318
61. Sawyer, B. The ultimate game developer’s sourcebook, Coriolis Group Books, Arizona, 1996
62. Schacter, D.L. “Implicit Memory: History and Current Status,” Journal of Experimental Psychology: Learning, Memory and Cognition (13:3) 1987, pp:501-518
63. Schneider, L.P. and Cornwell, T.B. “Cashing in on Crashes via Brand Placement in Computer Games,” International Journal of Advertising (24:3) 2005, pp:321-343
64. Smith, R.A. “The Effects of Visual and Verbal Advertising Information on Consumers’ Inferences,” Journal of Advertising (20:12) 1991, pp:13-25
65. Speck, P.S. and Elliott, M.T. “Predictors of advertising avoidance in print and broadcast media,” Journal of Advertising (26:3) 1997, pp: 61-76
66. Vakratsas, D. and Ambler, T. “How advertising works: What do we really know,” Journal of Marketing (63:1) 1999, pp: 26-43
67. Winkler, T. and Buckner, K. “Receptiveness of Gamers to Embedded Brand Messages in Advergames: Attitudes towards Product Placement,” Journal of Interactive Advertising (7:3) 2006, pp:37-46
68. Yang, M. Roskos-Ewoldsen, D.R. Dinu, L. and Arpan, L.M. “The Effectiveness of “In-Game” Advertising,” Journal of Advertising (35:4) 2006, pp:143-152
69. Zaichkowsky, J.L., “Measuring the Involvement Construct,” Journal of Consumer Research (12:3) 1985, pp: 341-352
70. Zaichkowsky, J.L., “Research Notes: The Personal Involvement Inventory: Reduction, Revision, and Application to Advertising,” Journal of Advertising (23:4) 1994, pp: 59-70