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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/53726


    Title: 線上遊戲廣告訊息置入效果之研究---置入形式、置入地點暨玩家回憶度、偏好度為例
    Other Titles: The Study on the Effectiveness of Advertising Placement in the Online Game
    Authors: 賴建都;黎佩芬
    Contributors: 國立政治大學廣告學系
    行政院國家科學委員會
    Keywords: 線上遊戲;廣告
    Date: 2009
    Issue Date: 2012-10-18 09:20:48 (UTC+8)
    Abstract: 隨著線上遊戲人口的激增，讓廣告主注意到遊戲置入廣告訊息的效果。由於傳統媒體(例如:電視、廣播、報紙、雜誌及戶外)廣告的操作與效果的測量，無論是理論的基礎或實務的應用都已臻成熟；但反觀線上遊戲的廣告置入與廣告效果的研究卻亟待研究探索。由於線上遊戲的使用者伴隨著寬頻網路及網路人口持續激增，使得遊戲人口一路成長，線上遊戲玩家的年齡層也從青少年人口擴增到其他年齡層，因此，綜合以上原因，讓廣告主更有意願投入線上遊戲的廣告置入。但由於線上遊戲種類相當多元，再加上操作模式與效果測量的缺乏，使得線上遊戲的廣告置入，成功的案例仍不多見。本研究試圖從廣告效果的角度去評估線上遊戲廣告的置入形式、遊戲玩家的回憶度及偏好度。 第一年主要針對線上遊戲置入的型態，包括:in-game advertising與 around game advertising 的效果測量，從玩家的瀏覽廣告視覺軌跡動線到廣告的回憶測試調查。研究團隊預定採用實驗法，並使用眼球追蹤儀(Eye-tracking System )，觀察玩家在進行遊戲時的眼球凝視點及視覺動線，研究團隊預計要測試一百位線上遊戲的使用者，以歸納出何種模式的廣告置入方式較容易被玩家看見。第二年的重點則在於實際驗證第一年的結論。研究團隊預計將與線上遊戲業者合作，規劃不同的廣告置入方式，並結合調查法進行，調查玩家對廣告的回憶度及品牌的偏好度，預計蒐集線上遊戲玩家一千名以上的樣本，探討實驗室的測量與實際線上調查的研究結果間的差異，從而建構線上遊戲廣告置入模式的理論基礎及實務應用方式。 隨著線上遊戲玩家數的增長，線上遊戲置入廣告為不可避免的趨勢。遊戲廠商對廣告置入皆抱持正面態度，甚至積極推動異業合作，讓廣告主和遊戲廠商達到雙嬴局面。由於多數廣告主對線上遊戲置入廣告的型態與模式，仍不甚熟悉，多數仰賴廣告代理商或遊戲廠商建議及提案。各線上遊戲依遊戲屬性，有不同的玩家族群，與行銷、廣告分眾的概念不謀而合，廣告主可依商品屬性，選擇不同的線上遊戲置入。除玩家貢獻外，廣告收益未來也可以成為遊戲廠商獲益來源之一。 本研究將與線上遊戲廠商紅心辣椒以及統一數網合作，於<<全民打棒球>>遊戲中置入一知名品牌以及一新奇(虛擬)品牌廣告，並同時置入in-game以及around game兩類型廣告，藉以量測不同形式的廣告效益以及品牌差異度。除以眼動儀記錄並量測玩家實際操作情況外，也將於紅心辣椒官方網站置入問卷，並配合官方舉辦活動，讓玩家在進入指定球場(置入廣告之球場)進行遊戲後，填寫研究問卷。目前實驗刺激物由紅心辣椒協調韓國原廠製作中，預計於99年度7月正式上線施測。
    As the increasing of online game players, advertisers are aware of the possibilities as well as the opportunities of advertising and brand placement in the online games. Unlike the operation and evaluation of traditional media advertising, such as television, radio, newspaper, magazine and outdoor, have been firmly constructed both in theoretical and practical applications , the effectiveness of in-game advertising and its evaluation are still ambiguous . It needs further study and investigation. Owing to the increasing of internet users and the families have connected to the internet. The ages of online game players have sprayed from young, teenager to other ages, thus make the advertisers willing to invest more budgets on the in-game advertising. On the other hand, the categories of the online games are complexity, and their formats of advertising placement are also difficult to measure, therefore, very few of successful cases were found in the advertising industry. The study will be conducted in two years. In the first year, the author will investigate the effectiveness both in-game and around game advertising placement, the fixations, visual paths of the samples, and the recall of advertising placement. Experiment methodology will be adopted to observe the samples’ visual perception by using eye-tracking system. More than a hundred samples will be investigated to conclude which way of advertising placement will be easy to attract the samples. In the second year, the author will focus on verifying the results from previous study. The author intends to cooperate with online game industry and design different advertising placements. Survey method will be used to gather at least a thousand samples data to understand their recall of advertising and brand preference. The result of the investigation will be compared with the previous lab experiment. From the outcomes of the study, the author intends to supplement the theory of in-game advertising placement and their application on the online game.
    Relation: 基礎研究
    學術補助
    研究期間:9808~ 9907
    研究經費:517仟元
    Data Type: report
    Appears in Collections:[Department of Advertising] NSC Projects

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