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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/52707
    Please use this identifier to cite or link to this item: http://nccur.lib.nccu.edu.tw/handle/140.119/52707


    Title: 遊戲式廣告效果的探討:遊戲娛樂性高低與一致性(遊戲內容─產品特性)對廣告記憶與態度的影響
    The effects of advergames: an exploration of entertainment and the congruity between game features and product attributes.
    Authors: 欒雯婷
    Luan, Wen Ting
    Contributors: 張卿卿
    Chang, Ching Ching
    欒雯婷
    Luan, Wen Ting
    Keywords: 遊戲式廣告
    娛樂性
    一致性
    認知專注
    Advergame
    Entertainment
    Cognitive Absorption
    Congruity
    Date: 2010
    Issue Date: 2012-04-17 09:07:21 (UTC+8)
    Abstract: 近年來遊戲與廣告結合的方式逐漸成為熱門的廣告行銷手法。遊戲式廣告(Advergaming)顧名思義就是廣告與遊戲的結合,利用消費者尋求娛樂的目的,企業主將品牌相關訊息整合成遊戲形式出現,希望消費者透過遊戲達到娛樂效果的同時,也能夠達到產品資訊或品牌認知的說服效果。

    本研究檢視國內外對於遊戲式廣告的相關研究以及實務業者概況,試圖探討遊戲式廣告中的娛樂性、遊戲內容─產品特性的一致性、首尾頁品牌與產品資訊的有無對於記憶與態度的效果,以及認知專注(Cognitive Absorption)是否中介影響廣告溝通效果。

    研究結果指出,娛樂性高低確實會影響產品特性記憶、遊戲態度與廣告態度。娛樂性亦會透過認知專注影響廣告態度,當娛樂性越高時,遊戲者會有越高的認知專注,也就越投入在遊戲之中,因而造成越佳的廣告態度效果。另一方面,娛樂性與遊戲內容─產品特性的一致性交互作用則未顯著。

    另外,研究者發現首尾頁是否有品牌及產品資訊會影響受測者的記憶效果,當首尾頁有資訊的狀況下,受測者會有較佳的產品特性記憶與品牌記憶。而且在娛樂性與首尾頁品牌與產品資訊的交互作用下,當遊戲式廣告為高娛樂性,首尾頁有品牌與產品資訊可以顯著提升受測者的產品特性記憶效果。因此,研究者建議實務業者未來在操作遊戲式廣告時,若是能在遊戲的首尾頁放上品牌與產品資訊,就不必擔心遊戲的高娛樂會消彌消費者對於品牌與產品的記憶效果。
    Reference: 一、 英文部分
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    3. Andrew J. Wefald & Ronald G. Downey (2009). Construct Dimensionality of Engagement and its Relation With Satisfaction. The Journal of Psychology, 143(1), 91–111
    4. Annie Lang , Kevin Wise, Lee Seungwhan, Xiaomei Cai (2003). The Effects of Sexual Appeals on Physiological, Cognitive, Emotional, and Attitudinal Responses for product and Alcohol Billboard Advertising. Sex in Advertising.
    5. Bosshart, L. & Macconi, I. (1998). Defining "entertainment". Communication Research Trends, 18(3), 3-6.
    6. Chaney, I. M., Ku-Ho Lin, & Chaney, a. J. (2004). The Effect of Billboards Within the Gaming Environment. Journal of Interactive Advertising, 5(1)
    7. Csikszentmihalyi, Mihaly. (1990) Flow: The Psychology of Optimal Experience New York: HarperPerennial
    8. Dimofte, Claudiu V., Mark R. Forehand, and Rohit Deshpande (2003), “Ad Schema Incongruity as Elicitor of Ethnic Self-Awareness and Differential Advertising Response,” Journal of Advertising, 32 (4), 7–17
    9. Gwinner, Kevin P., and John Eaton (1999), “Building Brand Image Through Event Sponsorship: The Role of Image Transfer,” Journal of Advertising, 28 (4), 47–57.
    10. John L. Sherry(2004) “Flow and Media Enjoyment”, Communication Theory, 14(4) p.328-347
    11. John p. Steele& Clive J. Fullagar (2009). Facilitators and Outcomes of Student Engagement in a College Setting. The Journal of Psychology, 143(1), 5–27
    12. Kevin Wise, Paul D. Bolls, Hyo Kim, Arun Venkataraman, Ryan Meyer(2008)Enjoyment of Advergames and Brand Attitudes: The Impact of Thematic Relevance. Journal of Interactive Advertising. Vol. 9 No.1 Fall
    13. Lambert, David R. (1980), “Transactional Analysis as a Congruity Paradigm for Advertising Recall,” Journal of Advertising, 9 (2), 37–45
    14. Lang, A. (2006). Using the limited capacity model of motivated mediated message processing to design effective cancer communication messages. Journal of Communication, 56, 557-580
    15. Lee, Mira and Ronald J. Faber (2007), "Effects of Product Placement in On-Line Games on Brand Memory: A Perspective of the Limited Capacity Model of Attention," Journal of Advertising, 36 (4), 75-90.
    16. Mallinckrodt, Victoria; Mizerski, Dick (2007) “The effects of playing an advergame on young children's perceptions, preferences, and requests,” Journal of Advertising, Volume 36, Number 2, P.87-100
    17. Michael A. Wiles & Anna Danielova (2009). “The Worth of Product Placement in Successful Films: An Event Study Analysis.” Journal of Marketing, Vol. 73 (July 2009), 44–63
    18. Michael D. Slater & Donna Rouner(2002). Entertainment-Education and Elaboration Likelihood- Understanding the processing of Narrative Persuasion. Communication Theory.12(2), 173-191
    19. Michelle L. Gross (2010) “Advergames and the effects of game-product congruity”, Computers in Human Behavior, (26) pp.1259–1265.
    20. Monica D. Hernandez (2008) “Determinations of children’s attitude toward advergames: the case of Mexico, ” Young Consumers: Insight and Ideas for Responsible Marketers. 9 (2) p112-120.
    21. Monica D. Hernandez, Sindy Chapa, Michael S. Minor, Cecilia Maldonado (2004).”Hispanic Attitudes toward Advergames: A Proposed Model of their Antecedents.” Journal of Interactive advertising, Vol 5 No 1.
    22. Moorman, Marjolein, Peter C. Neijens, and Edith G. Smit (2002), “The Effects of Magazine-Induced Psychological Responses and Thematic Congruence on Memory and Attitude Toward the Ad in a Real-Life Setting,” Journal of Advertising, 31 (4), 27–40.
    23. Peter Vorderer, Christoph Klimmt, Ute Ritterfeld(2004).” Enjoyment: At the Heart of Media Entertainment”, Communication Theory, 14(4) p.388-408
    24. Prabu David, Brian Horton , Tom German(2008). “Dynamics of Entertainment and Affect in a Super Bowl Audience: A Multilevel Approach” Communication Research, Volume 35 Number 3, 398-420
    25. Raafat Saade´, Bouchaib Bahli (2005). “The impact of cognitive absorption on perceived usefulness and perceived ease of use in on-line learning: an extension of the technology acceptance model” Information & Management 42, 317–327
    26. Raney, A. A., L. M. Arpan, K. Pashupati, and D. A. Brill(2003). “At the Movies, on the Web: An Investigation of the Effects of Entertaining and Interactive Web Content on Site and Brand Evaluations.” Journal of Interactive Marketing 17(4) 38–53.
    27. Robin L. Nabi Marina Krcmar. (2004). “Conceptualizing Media Enjoyment as Attitude: Implications for Mass Media Effects Research.” Communication Theory, 14(4) p.288-310
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    29. Rodgers, Shelly (2003), “The Effects of Sponsor Relevance on Consumer Reactions to Internet Sponsorships,” Journal of Advertising, 32 (4), 67–76.
    30. Russell, Antonia Cristel (2002). “Investigating the Effectiveness of Product Placement in Television Shows: The Role of Modality and Plot Connection Congruence on Brand Memory and Attitude,” Journal of Consumer Research, Vol.29, No.3, pp.306-318.
    31. Sanjay Putrevu (2008). Consumer responses toward sexual and nonsexual appeals-the influence of Involvement, Need for Cognition (NFC), and Gender. Journal of Advertising
    32. Sara Peters (2008) “Get in the game. The effects of game-product congruity and product placement proximity on game players' processing of brands embedded in advergames”, University of Missouri, Master of Arts.
    33. Schaufeli, W. B., Salanova, M., González-Roma, V., & Bakker, A. B. (2002). The measurement of engagement and burnout: A two-sample confirmatory factor analytic approach. Journal of Happiness Studies, Vol. 3 Issue 1, 71–92.
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    35. Tellegen, A., and Atkinson, G (1974), "Openness to Absorbing and Self-Altering Experiences ("Absorption"), a Trait Related to Hypnotic Susceptibility," Journal of Abnormal Psychology (83), 1974, pp. 268-277.
    36. Winkler, T., & Buckner, K. (2006). Receptiveness of Gamers to Embedded Brand Messages in Advergames:Attitudes towards Product Placement. Journal of Interactive Advertising, 7(1)
    37. Xiaowen Fang, Susy Chan, Jacek Brzezinski, Chitra Nair (2008) “Measuring Enjoyment of ComputerGame Play”, AMCIS 2008 Proceedings.
    二、 中文部分
    1. 方昇鴻(2006)。高低涉入性產品之網路遊戲式廣告設計元素探討。交通大學傳播研究所碩士論文。
    2. 何姿蒨(2005)。網路遊戲式廣告對廣告態度與廣告溝通效果之影響。交通大學傳播研究所碩士論文。
    3. 呂振瑋(2008)。贊助商與賽事一致性在賽事認同對贊助效益影響之調節效果。中央大學企業管理研究所碩士論文。
    4. 林煌智(2005)。The Analysis of Advertising Effectiveness in Gaming Interactive Advertisement。東吳大學企業管理系碩士班碩士論文。
    5. 張卿卿、郭貞(2004)。如果被唬弄了你會怎樣?探討唬弄式網路廣告之效果。《管理評論》第二十三卷第二期,頁93-114。
    6. 康耕輔(2006)。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。輔仁大學大眾傳播研究所碩士論文。
    7. 蕭湘文(2005)。《廣告傳播》。台北:威仕曼。
    8. Ya-Shin Huang(2005)。The Application of Learning Theory to The Study of Advergaming. 成功大學企業管理碩士論文。
    9. 黃見雲(2001)。廣告基調與媒體內容基調一致性對廣告效果之影響─媒體內容觀賞涉入及自我概念一致性干擾效果之探討。元智大學管理研究所。
    10. Wimmer & Dominick黃振家、宗靜萍 等譯(2007)。《大眾媒體研究導論》。台北:學富文化。
    11. 陳慶福(2007)。遊戲式廣告線索對購買意願的影響之實證研究。國立成功大學企業管理學系專班。
    12. 葉志輝(2001)線上遊戲作為網路行銷工具之初探--以大安銀行e-guess猜謎網為例。元智大學資訊傳播研究所。
    13. 許建隆(1999)。線上遊戲作為一種廣告形式之效果研究。國立政治大學廣告所碩士班論文。
    14. 李易鴻與陶振超(2008.11)。〈媒介娛樂再定義〉,「第五屆台灣資訊社會學會年會暨學術研討會」論文。
    15. 許孟琪與陶振超(2009.11)。〈「玩」遊戲,或是「看」遊戲?-不同遊戲類型對廣告效果的影響〉,「第六屆台灣資訊社會學會年會暨學術研討會」論文。
    16. 周冠妏(2007)品牌來源國效應、日本文化認同程度與廣告中呈現的國家印象一致性對產品評估的影響 。
    三、 網路資料
    1. 蕃薯藤2004網路使用大調查結果,上網日期:98年6月21日http://tw.myblog.yahoo.com/jw!2WJApjeBHR7bk_wbP7jv_KA-/article?mid=56
    2. 獨家首發:樂天小熊餅乾化身Messenger歡樂小遊戲,讓消費者天天跟品牌膩在一起! 上網日期:99年04月14日http://advertising.microsoft.com/taiwan/LearningCenter/ResearchLibrary.aspx?pageid=2586&Adv_CaseStudyID=2619
    3. 網路行銷還可以玩出什麼名堂?遊戲式廣告你玩過沒?上網日期:99年04月14日http://1758.cc/3_blog/Index_Default.aspx?MPDno=67566&aid=26915
    4. 維基百科。上網日期:99年04月15日http://en.wikipedia.org/wiki/Advergame
    5. PC MAG.COM。上網日期:99年04月15日http://www.pcmag.com/encyclopedia_term/0,2542,t=advergame&i=37572,00.asp
    Description: 碩士
    國立政治大學
    廣告研究所
    97452011
    99
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0097452011
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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