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研究生:林家緯
研究生(外文):Jai-Wei Lin
論文名稱:網路遊戲式廣告之效果研究
論文名稱(外文):The effect of online advergames research
指導教授:陳志萍陳志萍引用關係
指導教授(外文):Lola C.P. Chan
學位類別:碩士
校院名稱:元智大學
系所名稱:資訊傳播學系
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:2011
畢業學年度:99
語文別:中文
論文頁數:91
中文關鍵詞:遊戲式廣告廣告品牌印象知覺互動性
外文關鍵詞:AdvergamesAdvertisingBrand ImagePerceived Interactivity
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最近許多產業都受到金融風暴的影響,但遊戲產業卻有著驚人的表現。如此巨大的消費市場,引起國內外產官學界對遊戲式廣告議題關注的焦點。遊戲式廣告是專門為一個品牌/產品所設計的遊戲,且在遊戲中作為主要核心表現運作。目前已成為一種常見的行銷方式。然而,很少有研究針對網路遊戲式廣告之知覺互動性、品牌顯著性與遊戲產品一致性等三個構面進行檢視消費者對於品牌形象產生認知、態度或說服購買。
本研究根據 Gross (2010) 和 Chang, Yan, Zhang, & Luo (2010) 理論/模式建構檢視實驗網路遊戲式廣告之效果研究;研究方法採用實驗研究法以「知覺互動性」、「品牌顯著性」、「遊戲產品一致性」三個構面來檢視不同性別消費者在使用網路遊戲式廣告後,對廣告產生何種廣告態度,及其購買意願。本研究結果顯示廣告態度確實會受到知覺互動性、品牌顯著性、遊戲產品一致性三個構面的影響,其中知覺互動性對於廣告態度最具影響。品牌顯著性、遊戲產品一致性此兩個構面對於購買意願亦有正面影響。本研究更進一步檢視網路遊戲式廣告對性別差異,結果發現男性較重視其品牌顯著性、女性較重視遊戲產品一致性。本研究建議在設計網路遊戲式廣告時可針對目標族群的性別不同,依據研究結果做為設計指標。由於網路遊戲式廣告的類型可分為聯想、說明性、示範三種類型,本研究只選用說明性網路遊戲式廣告單一個類型作為樣本,建議後續研究者可針對另外兩種類型的網路遊戲式廣告作相關的深入探討。


Many industries have been affected by the financial crisis recently, but the games industry has had an amazing performance. The issue of Advergames draws an attention to industry, government and academia owing to its huge consumer market and benefits. Advergames are games specifically designed for a brand/product, which is presented as the main core component in the games to convey advertising messages. Advergames have now become a common marketing strategy; however, few studies have focused on the three dimensions: perceived interactivity of advergames, brand prominence, and game-product congruity, to explore consumers’ perceptions, attitudes, or persuasive purchase behavior toward brands/service images. This article examined related studies and theories as a basis for future research testing.

This study explored the effects of advergame with Gross (2010) & Chang et al. (2010) theory construction. Experimental method was used to investigate in three dimensions (perceived interactivity, brand prominenc, game-product congruity) the attitudes of consumers of different genders toward advertising and their willingness to make purchases after they watched the advertisements through advergames. The results indicated that consumers’ attitudes toward advertising could indeed be swayed by perceived interactivity, brand prominenc and game-product congruity. Among them, perceived interactivity had the highest level of influence on consumers’ attitudes toward advertising. Meanwhile, brand prominenc and game-product congruity also had positive influences on consumers’ willingness to make purchases. This study further investigated the influence of gender difference on advergame. The results revealed that male consumers put more emphasis on brand prominenc, while female consumers on game-product congruity. Therefore, this study suggests that advergame designers keep the gender difference of targeted groups in mind, and use the findings of the study as guidelines. Although the categories of advergame include association, Illustrative and demonstration, only Illustrative advergame was used as a sample in the study. Future researchers are encouraged to study about the other two types of advergame.


第一章 緒論 1
第一節 研究背景與動機 1
第二節 研究目的與問題 4
第二章 文獻探討與理論 7
第一節 遊戲行銷演變 7
第二節 網路廣告 13
第三節 網路遊戲式廣告 19
第四節 網路遊戲式廣告行銷傳播模式 24
第三章 研究方法 34
第一節、研究架構 34
第二節、實驗設計法 36
第三節、研究變數與操作型定義 37
第四節、實驗設計流程 43
第五節、信度與效度檢測 44
第四章 研究結果與資料分析 45
第一節、量表信度分析 45
第二節、樣本描述性分析 50
第三節、相關分析 52
第五節、假設檢定 54
第五章 研究結果與建議 65
第一節、假設驗證結果 65
第二節、研究結論 67
第三節、研究貢獻 71
第四節、研究限制 73
第五節、未來研究建議 74


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