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研究生:張李竹
論文名稱:探討遊戲中置入廣告之廣告效果─ 以「大家來找碴」為例
論文名稱(外文):The advertising effects of in-game advertising:an example of Spot-the-Difference games
指導教授:顏乃欣顏乃欣引用關係
學位類別:碩士
校院名稱:國立政治大學
系所名稱:心理學研究所
學門:社會及行為科學學門
學類:心理學類
論文種類:學術論文
畢業學年度:103
語文別:中文
論文頁數:58
中文關鍵詞:遊戲置入廣告注意力改變盲
外文關鍵詞:in-game advertisingattentionchange blindness
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本研究欲了解「大家來找碴」(Spot the Differences)此類偵測作業的遊戲在設計時應注意的元素為何?兩個實驗皆為參與者內設計,在實驗一中操弄產品置入在遊戲畫面中的聚焦區(area of interest, AOI)與否,以及產品是否為遊戲目標,測量偵測的正確率、反應時間和再認表現,以檢視產品置入在遊戲中是否能吸引注意力?結果發現當產品置入在聚焦區時的反應時間快於在非聚焦區。當產品是遊戲目標時的再認表現,優於不是遊戲目標時;而當產品位在非聚焦區時的再認表現,會優於廣告在聚焦區時。然而,實驗一中的產品並未包含商標,為進一步探討探討廣告效益,在實驗二中加入有商標的廣告商品,並使用眼動儀,測量參與者對商品的眼動處理模式,如凝視時間(fixation duration)與凝視次數(number of fixation),並請參與者評估對商品的喜好程度和購買意圖。結果發現商品置入在聚焦區的反應時間顯著快於非聚焦區,但商品置入在非聚焦區時的再認表現、喜好程度和購買意圖皆優於置入在聚焦區時。眼動的結果發現,商品是遊戲目標時和在聚焦區時有更長的凝視時間和更多的凝視次數。依據實驗一與實驗二的結果顯示,參與者有可能是在無意識受到商品曝光的影響而產生廣告效果,建議未來研究可加入內隱指標探討當商品位在非聚焦區時的廣告效果,以提供更直接的證據驗證。
The purpose of this study is to investigate what elements that we should notice when we design kind of Spot-the-Differences games. Two within-subject-designed experiments were conducted. In experiment 1, we manipulated the location of products(area-of-interest or non-area-of-interest)and the type of products(target or non-target)to examine how products attract our attention in in-game advertising.. The results of experiment 1 showed that when products were in the AOI, the reaction times were shorter than those in non-AOI. However, participants could recognize the products better when they were in non-AOI. Furthermore, participants could recognize the products better when products were the targets than non-targets in the game. In order to investigate the effect of in-game advertising, in experiment 2, we added trade mark and used an eye tracker to examine the role of visual attention in-game advertising. Besides, we used liking and purchase intention as an index of advertising effects. The results of experiment 2 showed that products that were in the AOI attracted participants' attention more quickly. However, products in non-AOI showed better recognition performance, liking and purchase intention than those in AOI. The results of eye movements showed that longer fixation duration and more fixation number was observed for targets than for non-targets. According to the results, the effects of advertisement may be resulted from participants being exposed for products in an unconscious manner. Future studies could add the index of unconscious processing to clarify the implicit effects of in-game advertising.
第一章緒論 1
第一節引言 1
第二節文獻探討 2
壹、遊戲置入廣告 2
貳、注意力與改變盲 6
參、廣告效果的測量 9
第三節 研究議題 12
第二章 實驗一 14
第一節 參與者 14
第二節 實驗設計與流程 14
壹、實驗設計 14
貳、實驗材料 16
參、實驗流程 16
第三節 結果 17
壹、偵測正確率 18
貳、偵測反應時間 18
參、再認記憶測驗 19
第四節 討論 20
第三章 實驗二 22
第一節 參與者 22
第二節 實驗設計與流程 23
貳、實驗材料 23
參、實驗流程 25
第三節 實驗儀器 26
第四節 結果 26
壹、偵測正確率 27
貳、偵測反應時間 27
參、眼動指標 28
肆、再認記憶測驗 32
伍、廣告效果指標 33
第五節 討論 34
第四章 綜合討論 37
參考文獻 42
附錄 47

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