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研究生:賴姿穎
研究生(外文):Tzu-Ying Lai
論文名稱:聯結強度、產品置入位置與品牌知名度對廣告聯結效果之影響
論文名稱(外文):The Study of Engagement Strength, Product Placement and Brand Awareness on Online Game Advertisement
指導教授:留淑芳留淑芳引用關係
指導教授(外文):Shu - Fang Liu
學位類別:碩士
校院名稱:國立高雄應用科技大學
系所名稱:國際企業系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2010
畢業學年度:98
語文別:中文
論文頁數:132
中文關鍵詞:線上遊戲產品置入廣告聯結效果
外文關鍵詞:online gameproduct placementadvertising engagement effect
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廣告的快速成長令人咋舌,多元的呈現方式更令消費者目不暇給,大量廣告充斥各種媒體後,使得消費者對商業廣告的注意力逐漸降低甚至心生厭惡,廣告愈來愈難引起消費者興趣,因此,藉由互動式的廣告情境聯結吸引消費者的目光是近來廣告創意的新趨勢。近期流行的網路遊戲當推由社群網站Facebook所推出的「開心農場」,廠商將產品廣告聯結於線上遊戲,本研究延伸此例以探討廣告聯結效果之影響。
本研究透過實驗設計,虛擬一個封閉性的網路遊戲,操弄遊戲情境的聯結強度 (強聯結/弱聯結)、產品置入位置 (主要任務空間/次要任務空間)與品牌知名程度 (高品牌知名度/低品牌知名度),並加入干擾變數-聯結次數 (次數少/次數多),採用實驗設計方式,共分為16個實驗組,探討消費者面對遊戲中產品置入位置與產品類型的適配度,是否會因聯結強度造成消費者對廣告態度、品牌態度、廣告回憶率及購買意願之影響。研究方法使用多因子變異數分析 (MANOVA)檢驗假說。
本研究結果顯示:互動性媒體與置入產品間聯結程度愈強,以及將高品牌知名度的產品置入於主要任務空間皆能產生顯著正向廣告聯結效果 (advertising engagement effect);同時,聯結次數對廣告聯結效果皆存在顯著的干擾作用,本研究結果能有效的解釋實務上廣告聯結對消費者訊息處理的影響,同時提供學術界相關的研究建議。
The rapidly growth of advertisements is amazed, and the different show-ings has attracted consumers confusedly. There are so many advertisements showing on the different media causing that consumers pay little and little at-tention on them. Thus, by the link of interactive advertising context to attract consumers is becoming a new trend. Recently, the online game which is called “Happy Farm” proposed by a social networking website named Facebook be-longs to the most popular one. Firms could have advertisements of products link with the online game. This study extends the trend to examine the effect on the link of interactive advertising context.
Engagement plays a contingent role in the effectiveness of advertising processing that corresponds to the advertising effects created during the process. This study addresses incidental placement advertising exposure effects in on-line games by manipulating all of engagement strength (strong/weak), product placement (capacity of primary task/ capacity of spare task) and brand aware-ness (high/low). Research hypotheses will be tested in experiment design me-thod, one moderator variable is tested in studies respectively, and the engage-ment frequency (once / six times) was mapulated as the moderator. This study focus on the dependent effect on advertising engagement effect, four sub-variables are analyzed, which are the attitude toward advertising, attitude toward brand, purchase intension and advertising recall, The MANOVA will be conducted to test research hypotheses.
The results have revealed that strength engagement, capacity of primary task and higher brand awareness increases attitude toward advertising, attitude toward brand, purchase intension and advertising recall. Moreover, engagement frequency has obvious interactions with advertising engagement effect. Management implications for the advertising vehicles decision making and strategies plans are discussed.
摘 要 I
ABSTRACT II
致 謝 IV
表目錄 VIII
圖目錄 X
第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的 5
第二章 文獻探討 6
第一節 廣告聯結效果 6
第二節 聯結強度 10
第三節 產品置入方式 14
第四節 品牌知名度 20
第五節 聯結強度、產品置入位置與品牌知名度之交互作用 21
第六節 聯結次數對廣告聯結效果之干擾作用 24
第三章 研究方法 31
第一節 研究架構與研究假設彙整 31
第二節 實驗架構 37
第三節 變數操作說明 39
第四節 實驗建構及問卷設計 43
第五節 資料分析 49
第四章 資料分析結果 50
第一節 前測結果 50
第二節 正式問卷樣本敘述性統計分析 55
第三節 信度分析 58
第四節 研究假說檢定 64
第五節 研究檢定總整理 104
第五章 結論與建議 106
第一節 研究結論 106
第二節 行銷實務之建議 109
第三節 研究限制 111
第四節 未來研究建議 112
參考文獻 113


表目錄
表 2 - 1 廣告態度之定義彙整表 7
表 2 - 2 品牌態度之定義彙整表 8
表 3 - 1 實驗設計表 37
表 3 - 2 聯結程度操弄方式說明 39
表 3 - 3 產品置入位置操弄方式說明 40
表 3 - 4 品牌知名度操弄方式說明 40
表 3 - 5 聯結次數操弄方式說明 41
表 3 - 6 依變數操弄方式說明 42
表 3 - 7 問卷彙整 47
表 4 - 1 網路使用行為分析 51
表 4 - 2 網路購物產品類型分析表 52
表 4 - 3 果汁品牌知名度主觀認知 53
表 4 - 4 果汁品牌知名度單因子變異數分析 53
表 4 - 5 運動鞋知名度主觀認知 53
表 4 - 6 運動鞋品牌知名度單因子變異數分析 54
表 4 - 7 聯結強度平均數與標準差 54
表 4 - 8 聯結強度單因子變異數分析 54
表 4 - 9 問卷樣本統計 55
表 4 - 10 人口統計之基本資料 56
表 4 - 11 網路使用行為分析 57
表 4 - 12 網路購物常會購買的產品類型 58
表 4 - 13 廣告回憶率問項之信度分析 59
表 4 - 14 廣告回憶率問項之次數分配表 60
表 4 - 15 廣告態度問項之信度分析 61
表 4 - 16 廣告態度問項之平均數與標準差 61
表 4 - 17 品牌態度問項之信度分析 62
表 4 - 18 品牌態度問項之平均數與標準差 62
表 4 - 19 購買意願問項之信度分析 63
表 4 - 20 購買意願問項之平均數與標準差 63
表 4 - 21 聯結強度對廣告聯結效果之多變項變異分析 65
表 4 - 22 聯結強度對廣告聯結效果之平均數與標準差 66
表 4 - 23 產品置入位置對廣告聯結效果之多變項變異分析 67
表 4 - 24 產品置入位置對廣告聯結效果之之平均數與標準差 68
表 4 - 25 品牌知名度對廣告聯結效果之多變項變異分析 69
表 4 - 26 品牌知名度對廣告聯結效果之之平均數與標準差 70
表 4 - 27 聯結強度、產品置入位置與品牌知名度之多變項變異分析 71
表 4 - 28 聯結強度、產品置入位置與品牌知名度之多變項變異分析(續) 72
表 4 - 29 聯結強度、產品置入位置與品牌知名度之平均數與標準差 73
表 4 - 30 聯結強度、產品置入位置與品牌知名度之平均數與標準差(續) 74
表 4 - 31 聯結強度*產品置入位置*品牌知名度對廣告聯結變項之事後多重比較檢定彙整 76
表 4 - 32 聯結次數多時聯結強度對廣告聯結效果之多變項變異分析 81
表 4 - 33 聯結次數少時聯結強度對廣告聯結效果之多變項變異分析 82
表 4 - 34 聯結次數多寡下聯結強度之廣告聯結效果之平均數與標準差 83
表 4 - 35 聯結次數多時產品置入位置對廣告聯結效果之多變項變異分析 85
表 4 - 36 聯結次數少時產品置入位置對廣告聯結效果之多變項變異分析 86
表 4 - 37 聯結次數多寡下產品置入位置之廣告聯結效果之 87
表 4 - 38 聯結次數多時品牌知名度對廣告聯結效果之多變項變異分析 90
表 4 - 39 聯結次數少時品牌知名度對廣告聯結效果之多變項變異分析 91
表 4 - 41 聯結次數多時聯結強度與品牌知名度交互作用之多變項變異分析 95
表 4 - 42 聯結次數少時聯結強度與品牌知名度交互作用之多變項變異分析 96
表 4 - 43 聯結次數、聯結強度與品牌知名度之平均數與標準差 97
表 4 - 44 聯結次數、聯結強度與品牌知名度之平均數與標準差(續) 98
表 4 - 45 聯結次數*產品置入位置*品牌知名度對廣告聯結變項之事後多重比較檢定彙整 100
表 4 - 46 研究檢定總整理 104
表 4 - 47 研究檢定總整理(續) 105

圖目錄
圖3 - 1 研究架構 32
圖3 - 2 實驗設計圖 38
圖3 - 3 實驗目的及流程說明 45
圖3 - 4 實驗流程圖 45
圖3 - 5 第1組遊戲情境設計示意圖 46
圖4 - 1 聯結強度、主要任務空間與高品牌知名度對廣告聯結效果交互作用 78
圖4 - 2 聯結強度、主要任務空間與低品牌知名度對廣告聯結效果交互作用 79
圖4 - 3 聯結強度與聯結次數對廣告聯結效果交互作用 84
圖4 - 4 產品置入位置與聯結次數對廣告聯結效果交互作用 88
圖4 - 5 品牌知名度與聯結次數對廣告聯結效果交互作用 93
圖4 - 6 聯結次數多時聯結強度與品牌知名度對廣告聯結效果交互作用 101
圖4 - 7 聯結次數少時聯結強度與品牌知名度對廣告聯結效果交互作用 102
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三、英文網站資料
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