Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/119151
|
| Title: | 虛擬化身影響自我？探討虛擬實境遊戲中，置入廣告與虛擬化身一致性之廣告效果
Virtual avatar influence me? Virtual reality in-game advertising effect: The congruity between in-games avatar and advertising |
| Authors: | 王睿
Wang, Jui |
| Contributors: | 林日璇
Lin, Jih-Hsuan
王睿
Wang, Jui |
| Keywords: | 廣告與虛擬化身一致性
虛擬實境
虛擬實境廣告
廣告一致性
廣告位置
自我概念
虛擬化身
遊戲置入廣告
廣告置入
AD-avatar congruity
Virtual reality
VR advertising
Congruity
Proximity
Self-concept
Avatar
In-game advertising
Product placement |
| Date: | 2018 |
| Issue Date: | 2018-08-01 17:01:55 (UTC+8) |
| Abstract: | 虛擬實境技術在近年來越趨成熟，且相關應用和遊戲體驗也逐漸豐富多元，讓虛擬實境成為了遊戲置入廣告（in-game advertising）的新興媒介。
本研究依據過去廣告遊戲（advergame）、遊戲置入廣告（in-game advertising）中的廣告與遊戲一致性（ad/game congruity）概念為理論基礎，開創性的將此概念延伸，探討虛擬實境媒介脈絡中，虛擬化身（avatar）與廣告的一致性，定義為廣告與虛擬化身一致性（ad/avatar congruity），探討廣告與虛擬化身一致性高低，是否會對於參與者的廣告效果有所影響。另外，本研究也探討在虛擬環境中，廣告置入的位置，如位於中央視覺位置，與邊陲視覺位置，是否也會如過去遊戲置入廣告般，對於閱聽人之廣告效果有顯著影響。本研究以2（廣告與虛擬化身一致性：一致性高；一致性低）× 2（廣告位置：中央視覺；邊陲視覺）的二因子之受試者間實驗設計，探討操弄變項對於應變項廣告效果（廣告注意力、廣告記憶力、廣告態度、購買意願）之影響。
研究結果顯示，在廣告與虛擬化身一致性方面，一致性高低對於參與者之廣告效果沒有顯著性影響。然而，在廣告位置方面，位於中央視覺位置之置入廣告，參與者之廣告注意力、廣告記憶力與購買意願顯著高於位於邊陲位置之置入廣告的組別。此外，本研究也發現，廣告位置會調節廣告與虛擬化身一致性對於購買意願的廣告效果。當廣告與虛擬化身一致性低時，廣告位置對於購買意願有顯著差異影響，即是中央視覺位置組別之購買意願，顯著高於邊陲視覺位置。然而，當廣告與虛擬化身一致性高時，則沒有太大的影響差異。另外，本研究探討參與者對於虛擬化身的自我概念是否能夠中介廣告與虛擬化身一致性和廣告效果。然而，研究結果顯示自我概念沒有其中介效果作用。本研究針對研究結果討論廣告與虛擬化身一致性之廣告效果無顯著差異之原因，並提供未來研究虛擬實境廣告效果之研究理論上與實務上研究建議。
Virtual reality (VR) is an emerging technology with a variety of potential benefits for many aspects of gaming and advertising effect. Nowadays, many technology companies like HTC VIVE and Facebook Oculus announce their brand new all in one VR devices. It makes more people can buy a VR device with an affordable price. That is to say, VR will be a unique media for the in-game advertising.
This article based on the past researches of advergame and in-game advertising, using the concept of "ad-game congruity" to establish the new concept of the avatar in VR. "Ad-avatar congruity" is defined in this article as the congruity between the advertising in the VR game and the avatar. This article wants to comprehend whether the congruity of avatar and advertising will influence the attention, recall, attitude toward the advertising and the purchase intention of the product. Besides, the proximity of the product placement will also be an independent variable, and the self-concept of the avatar will be a mediator variable.
A 2 (congruity) × 2 (proximity) between-subjects design experiment was used. And the result shows that there is no significant difference in advertising effect between high and low ad-avatar congruity. However, when the advertising at the focal placement (high proximity) will have the better attention, recall and purchase intention then the peripheral placement (low proximity). In addition, the proximity of the ad placement is the moderator between congruity and purchase intention. But, self-concept doesn`t be the mediator between congruity and any ad effect.
This study is aimed at discussing the reasons why there is no significant difference between the ad-avatar congruity and the advertising effect and provides theoretical and practical suggestions for the future research of virtual reality advertising effects. |
| Reference: | Ahn, S. J. (2015). Incorporating immersive virtual environments in health promotion campaigns: A construal level theory approach. Health communication, 30(6), 545-556. doi:10.1080/10410236.2013.869650
Ahn, S. J., & Bailenson, J. N. (2011). Self-Endorsing Versus Other-Endorsing in Virtual Environments. Journal of Advertising, 40(2), 93-106. doi:10.2753/joa0091-3367400207
Ahn, S. J. G., Bostick, J., Ogle, E., Nowak, K. L., McGillicuddy, K. T., & Bailenson, J. N. (2016). Experiencing Nature: Embodying Animals in Immersive Virtual Environments Increases Inclusion of Nature in Self and Involvement With Nature. Journal of Computer-Mediated Communication, 21(6), 399-419. doi:10.1111/jcc4.12173
Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behaviour. doi:10.1037/a0019275
Alais, D., & Cass, J. (2010). Multisensory perceptual learning of temporal order: audiovisual learning transfers to vision but not audition. PLoS One, 5(6), e11283. doi: 10.1371/journal.pone.0011283
Alais, D., Newell, F. N., & Mamassian, P. (2010). Multisensory processing in review: from physiology to behaviour. Seeing and perceiving, 23(1), 3-38. doi:10.1371/journal.pone.0011283
Bailenson, J. N., Beall, A. C., Loomis, J., Blascovich, J., & Turk, M. (2005). Transformed social interaction, augmented gaze, and social influence in immersive virtual environments. Human Communication Research, 31(4), 511-537. doi:10.1371/journal.pone.0011283
Bailey, J. O., Bailenson, J. N., & Casasanto, D. (2016). When does virtual embodiment change our minds? Presence: Teleoperators and virtual environments, 25(3), 222-233. doi:10.1162/PRES_a_00263
Balasubramanian, S. K., Karrh, J. A., & Patwardhan, H. (2006). Audience response to product placements: An integrative framework and future research agenda. Journal of Advertising, 35(3), 115-141. doi:10.2753/JOA0091-3367350308
Banakou, D., Groten, R., & Slater, M. (2013). Illusory ownership of a virtual child body causes overestimation of object sizes and implicit attitude changes. Proc Natl Acad Sci U S A, 110(31), 12846-12851. doi:10.1073/pnas.1306779110
Banks, J., & Bowman, N. D. (2016). Avatars are (sometimes) people too: Linguistic indicators of parasocial and social ties in player–avatar relationships. New Media & Society, 18(7), 1257-1276. doi:10.1177/1461444814554898
Belch, G. E. (1978). Belief systems and the differential role of the self-concept. ACR North American Advances. doi:10.1037//0003-066X.33.1.89
Bellenger, D. N., Steinberg, E., & Stanton, W. W. (1976). Congruence of store image and self image-as it relates to store loyalty. Journal of retailing, 52(1), 17-32. doi:10.1037//0003-066X.33.1.89
Bergstrom, I., Kilteni, K., & Slater, M. (2016). First-Person Perspective Virtual Body Posture Influences Stress: A Virtual Reality Body Ownership Study. PLoS One, 11(2), e0148060. doi:10.1371/journal.pone.0148060
Berkowitz, L. (1990). On the formation and regulation of anger and aggression: A cognitive-neoassociationistic analysis. American Psychologist, 45(4), 494. doi:10.1037//0003-066X.33.1.89
Bhatnagar, N., Aksoy, L., & Malkoc, S. A. (2004). Embedding brands within media content: The impact of message, media, and consumer characteristics on placement efficacy. The psychology of entertainment media: Blurring the lines between entertainment and persuasion, 99-116. doi: 10.1037//0003-066X.33.1.89
Botvinick, M., & Cohen, J. (1998). Rubber hands ‘feel’touch that eyes see. Nature, 391(6669), 756. doi:10.1037//0003-066X.33.1.89
Campbell, M. C., & Kirmani, A. (2000). Consumers` use of persuasion knowledge: The effects of accessibility and cognitive capacity on perceptions of an influence agent. Journal of Consumer Research, 27(1), 69-83. doi:10.1037//0003-066X.33.1.89
Cauberghe, V., & De Pelsmacker, P. (2010). Advergames. Journal of Advertising, 39(1), 5-18. doi:10.2753/joa0091-3367390101 doi:10.1037//0003-066X.33.1.89
Chang, Y., & Thorson, E. (2004). Television and web advertising synergies. Journal of Advertising, 33(2), 75-84. doi:10.1037//0003-066X.33.1.89
Coates, G. (1992). Program from Invisible Site—a virtual sho, a multimedia performance work presented by George Coates Performance Works, San Francisco, CA, March, 1992, http. coates. g. jackdaw/study/edu., downloaded, 14(9), 03. doi:10.1037//0003-066X.33.1.89
Cohen, J. (2001). Defining identification: A theoretical look at the identification of audiences with media characters. Mass communication & society, 4(3), 245-264. doi:10.1037//0003-066X.33.1.89
Cooley, C. H. (1902). The looking-glass self. The production of reality: Essays and readings on social interaction. doi:10.1037//0003-066X.33.1.89
Dahlén, M., Rosengren, S., Törn, F., & Öhman, N. (2008). Could Placing ADS Wrong be Right?: Advertising Effects of Thematic Incongruence. Journal of Advertising, 37(3), 57-67. doi:10.2753/joa0091-3367370305
De la Peña, N., Weil, P., Llobera, J., Giannopoulos, E., Pomés, A., Spanlang, B., . . . Slater, M. (2010). Immersive journalism: immersive virtual reality for the first-person experience of news. Presence: Teleoperators and virtual environments, 19(4), 291-301. doi:10.1162/PRES_a_00005
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of Price, Brand, and Store Information on Buyers` Product Evaluations. Journal Of Marketing Research, 28(3), 307-319. doi:10.1162/PRES_a_00005
Ferraro, R., Bettman, J. R., & Chartrand, T. L. (2008). The power of strangers: The effect of incidental consumer brand encounters on brand choice. Journal of Consumer Research, 35(5), 729-741. doi:10.1162/PRES_a_00005
Franck, N., Farrer, C., Georgieff, N., Marie-Cardine, M., Daléry, J., d’Amato, T., & Jeannerod, M. (2001). Defective recognition of one’s own actions in patients with schizophrenia. American Journal of Psychiatry, 158(3), 454-459. doi:10.1162/PRES_a_00005
Friestad, M., & Wright, P. (1994). The persuasion knowledge model: How people cope with persuasion attempts. Journal of Consumer Research, 21(1), 1-31. doi:10.1086/209380
Garretson, J. A., & Niedrich, R. W. (2004). Spokes-characters: Creating character trust and positive brand attitudes. Journal of Advertising, 33(2), 25-36. doi:10.1080/00913367.2004.10639159
Gibson, J. J. (1978). The ecological approach to the visual perception of pictures. Leonardo, 11(3), 227-235. doi:10.2307/1574154
Greenbaum, P. (1992). The lawnmower man. Film and video, 9(3), 58-62. doi:10.1353/jfv.2010.0014
Greenwald, A. G., & Banaji, M. R. (1989). The self as a memory system: Powerful, but ordinary. Journal of Personality and Social Psychology, 57(1), 41. doi:10.1037/0022-3514.57.1.41
Greenwald, A. G., McGhee, D. E., & Schwartz, J. L. (1998). Measuring individual differences in implicit cognition: the implicit association test. Journal of Personality and Social Psychology, 74(6), 1464. doi:10.1037//0022-3514.74.6.1464
Gross, M. L. (2010). Advergames and the effects of game-product congruity. Computers in Human Behavior, 26(6), 1259-1265. doi:10.1016/j.chb.2010.03.0
Grubb, E. L., & Grathwohl, H. L. (1967). Consumer self-concept, symbolism and market behavior: A theoretical approach. The Journal of Marketing, 22-27. doi:10.2307/1249461
Gupta, P. B., & Lord, K. R. (1998). Product placement in movies: The effect of prominence and mode on audience recall. Journal of Current Issues & Research in Advertising, 20(1), 47-59. doi:10.1080/10641734.1998.10505076
Gwinner, K. (1997). A model of image creation and image transfer in event sponsorship. International marketing review, 14(3), 145-158. doi:10.1108/02651339710170221
Gwinner, K. P., & Eaton, J. (1999). Building brand image through event sponsorship: The role of image transfer. Journal of Advertising, 28(4), 47-57. doi:10.1108/02651339710170221
Harkins, S. G., & Petty, R. E. (1981a). Effects of source magnification of cognitive effort on attitudes: An information-processing view. Journal of Personality and Social Psychology, 40(3), 401. doi:10.1037//0022-3514.40.3.401
Harkins, S. G., & Petty, R. E. (1981b). The multiple source effect in persuasion: The effects of distraction. Personality and Social Psychology Bulletin, 7(4), 627-635. doi:10.1080/00913367.1999.10673595
Hayes, A. F. (2012). PROCESS: A versatile computational tool for observed variable mediation, moderation, and conditional process modeling. doi:10.5585/remark.v13i4.2739
Hayes, Andrew F.(2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression‐Based Approach. New York, NY: The Guilford Press. Journal of Educational Measurement, 51(3), 335-337. doi:10.1111/jedm.12050
Hernandez, M. D., Chapa, S., Minor, M. S., Maldonado, C., & Barranzuela, F. (2004). Hispanic attitudes toward advergames: A proposed model of their antecedents. Journal of Interactive Advertising, 5(1), 74-83. doi:10.1080/15252019.2004.10722095
Hong, J. W., & Zinkhan, G. M. (1995). Self‐concept and advertising effectiveness: The influence of congruency, conspicuousness, and response mode. Psychology & Marketing, 12(1), 53-77. doi:10.1002/mar.4220120105
Huang, J.-H., & Yang, T.-K. (2012). The effectiveness of in-game advertising: the impacts of ad type and game/ad relevance. International journal of electronic business management, 10(1), 61. doi:10.3846/bm.2012.106
Jung, S., Sandor, C., Wisniewski, P. J., & Hughes, C. E. (2017). RealME. Paper presented at the Proceedings of the 5th Symposium on Spatial User Interaction - SUI `17. doi:10.1145/2983310.2996295
Kilteni, K., Maselli, A., Kording, K. P., & Slater, M. (2015). Over my fake body: body ownership illusions for studying the multisensory basis of own-body perception. Frontiers in human neuroscience, 9, 141. doi:10.3389/fnhum.2015.00141
Lang, A. (2000). The limited capacity model of mediated message processing. Journal of Communication, 50(1), 46-70. doi: 10.1111/j.1460-2466.2006.00283.x
Le, K. (2018, March 1). Why the Matrix Will Make You Buy New Shoes. Web blog message Retrieved from https://virtualrealitypop.com/why-the-matrix-will-make-you-buy-new-shoes-dadcacae739b
Lee, M., & Faber, R. J. (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. doi:10.2753/joa0091-3367360406
Levy, S. (1959). Symbols for Sale. Harvard Business Review, 37(4), 117-124. doi:10.4135/9781452231372.n18
Lewis, B., & Porter, L. (2010). In-Game Advertising Effects. Journal of Interactive Advertising, 10(2), 46-60. doi:10.1080/15252019.2010.10722169
Lewis, M. L., Weber, R., & Bowman, N. D. (2008). “They may be pixels, but they`re MY pixels:” Developing a metric of character attachment in role-playing video games. CyberPsychology & Behavior, 11(4), 515-518. doi:10.1089/cpb.2007.0137
Lin, J.-H. (2013). Identification Matters: A Moderated Mediation Model of Media Interactivity, Character Identification, and Video Game Violence on Aggression. Journal of Communication, 63(4), 682-702. doi:10.1111/jcom.12044
Lombard, M., & Snyder-Duch, J. (2001). Interactive advertising and presence: A framework. Journal of Interactive Advertising, 1(2), 56-65. doi:10.1080/15252019.2001.10722051
Maheshwari, A. K. (1973). Self-Product Image Congruence: A Micro-Level Analysis. Graduate School of Arts and Sciences, University of Pennsylvania. doi:10.9783/9781512817263-003
Maister, L., Slater, M., Sanchez-Vives, M. V., & Tsakiris, M. (2015). Changing bodies changes minds: owning another body affects social cognition. Trends in cognitive sciences, 19(1), 6-12. doi:10.1016/j.tics.2014.11.001
Mandler, G. (1982). The structure of value: Accounting for taste. Center for Human Information Processing Report, 101. doi:10.1108/eb016884
Markus, H. (1977). Self-schemata and processing information about the self. Journal of Personality and Social Psychology, 35(2), 63. doi:10.1037//0022-3514.35.2.63
McDonald, C. (1991). Sponsorship and the image of the sponsor. European Journal of marketing, 25(11), 31-38. doi:10.1108/EUM0000000000630
Meadows, M. S. (2007). I, avatar: The culture and consequences of having a second life: New Riders. doi:10.1111/j.1467-8535.2009.00969_4.x
Moenaert, R. K., & Souder, W. E. (1996). Context and antecedents of information utility at the R&D/marketing interface. Management science, 42(11), 1592-1610. doi:10.1287/mnsc.42.11.1592
Montgomery, K. C., & Chester, J. (2009). Interactive food and beverage marketing: targeting adolescents in the digital age. Journal of Adolescent Health, 45(3), S18-S29. doi:10.1016/j.jadohealth.2009.04.006
Moore, R. S., Stammerjohan, C. A., & Coulter, R. A. (2005). Banner advertiser-web site context congruity and color effects on attention and attitudes. Journal of Advertising, 34(2), 71-84. doi:10.1080/00913367.2005.10639189
Moorman, M., Neijens, P. C., & Smit, E. G. (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. doi:10.1080/00913367.2002.10673683
Moorman, M., Willemsen, L. M., Neijens, P. C., & Smit, E. G. (2012). Program-involvement effects on commercial attention and recall of successive and embedded advertising. Journal of Advertising, 41(2), 25-38. doi:10.2753/JOA0091-3367410202
Nelson, M. R., Keum, H., & Yaros, R. A. (2004). Advertainment or adcreep game players’ attitudes toward advertising and product placements in computer games. Journal of Interactive Advertising, 5(1), 3-21. doi:10.1080/15252019.2004.10722090
Nicholls, J., Laskey, H. A., & Roslow, S. (1992). A comparison of audiences at selected hallmark events in the United States. International Journal of Advertising, 11(3), 215-225. doi:10.1080/02650487.1992.11104496
Nicholls, J., Roslow, S., & Laskey, H. A. (1994). Sports event sponsorship for brand promotion. Journal of Applied Business Research, 10(4), 35. doi:10.19030/jabr.v10i4.5905
Niehorster, D. C., Li, L., & Lappe, M. (2017). The accuracy and precision of position and orientation tracking in the HTC vive virtual reality system for scientific research. i-Perception, 8(3). doi:10.1177/2041669517708205
Ogawa, N., Narumi, T., & Hirose, M. (2017, July). Factors and Influences of Body Ownership Over Virtual Hands. In International Conference on Human Interface and the Management of Information (pp. 589-597). Springer, Cham. doi:10.1007/978-3-319-58521-5_46
Osimo, S. A., Pizarro, R., Spanlang, B., & Slater, M. (2015). Conversations between self and self as Sigmund Freud—A virtual body ownership paradigm for self counselling. Scientific reports, 5, 13899.doi:10.1038/srep13899
Peña, J., & Blackburn, K. (2013). The priming effects of virtual environments on interpersonal perceptions and behaviors. Journal of Communication, 63(4), 703-720. doi:10.1111/jcom.12043
Peña, J., Hancock, J. T., & Merola, N. A. (2009). The priming effects of avatars in virtual settings. Communication Research, 36(6), 838-856. doi:10.1177/0093650209346802
Peters, S., & Leshner, G. (2013). Get in the game: The effects of game-product congruity and product placement proximity on game players’ processing of brands embedded in advergames. Journal of Advertising, 42(2-3), 113-130. doi:10.1080/00913367.2013.774584
Reed, A. (2002). Social identity as a useful perspective for self‐concept–based consumer research. Psychology & Marketing, 19(3), 235-266. doi:10.1002/mar.10011
Riva, G., Davide, F., & Ijsselsteijn, W. (2003). Persuasive effects of presence in immersive virtual environments. doi:10.2478/9783110409697.11
Rogers, E. M. (2010). Diffusion of innovations: Simon and Schuster. doi:10.14361/9783839413272-060
Rogers, T. B., Kuiper, N. A., & Kirker, W. S. (1977). Self-reference and the encoding of personal information. Journal of Personality and Social Psychology, 35(9), 677. doi:10.1037//0022-3514.35.9.677
Russell, C. A. (2002). Investigating the effectiveness of product placements in television shows: The role of modality and plot connection congruence on brand memory and attitude. Journal of Consumer Research, 29(3), 306-318. doi:10.1086/344432
Schneider, W., & Shiffrin, R. M. (1977). Controlled and automatic human information processing: I. Detection, search, and attention. Psychological review, 84(1), 1. doi:10.1037//0033-295X.84.1.1
Segovia, K. Y., & Bailenson, J. N. (2009). Virtually true: Children`s acquisition of false memories in virtual reality. Media Psychology, 12(4), 371-393. doi:10.1080/15213260903287267
Shimada, S., Fukuda, K., & Hiraki, K. (2009). Rubber hand illusion under delayed visual feedback. PLoS One, 4(7), e6185. doi:10.1371/journal.pone.0006185
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of Consumer Research, 9(3), 287-300. doi:10.1086/208924
Sirgy, M. J. (2015). Self-image/product-image congruity and advertising strategy. Paper presented at the Proceedings of the 1982 Academy of Marketing Science (AMS) annual conference. doi:10.1007/978-3-319-16946-0_31
Slater, M. (2009). Place illusion and plausibility can lead to realistic behaviour in immersive virtual environments. Philosophical Transactions of the Royal Society of London B: Biological Sciences, 364(1535), 3549-3557. doi:10.1098/rstb.2009.0138
Slater, M. D. (2004). Operationalizing and analyzing exposure: The foundation of media effects research. Journalism & Mass Communication Quarterly, 81(1), 168-183. doi:10.1177/107769900408100112
Smith, D. A., & Graesser, A. C. (1981). Memory for actions in scripted activities as a function of typicality, retention interval, and retrieval task. Memory & Cognition, 9(6), 550-559. doi:10.3758/BF03202349
Srull, T. K., & Wyer, R. S. (1989). Person memory and judgment. Psychological review, 96(1), 58. doi:10.1037/0033-295X.96.1.58
Steuer, J. (1992). Defining virtual reality: Dimensions determining telepresence. Journal of Communication, 42(4), 73-93. doi:10.1111/j.1460-2466.1992.tb00812.x
Strick, M., Holland, R. W., Van Baaren, R., & Van Knippenberg, A. (2009). Humor in the eye tracker: Attention capture and distraction from context cues. The Journal of General Psychology: Experimental, Psychological, and Comparative Psychology, 137(1), 37-48. doi:10.1080/00221300903293055
Tajadura-Jimenez, A., Banakou, D., Bianchi-Berthouze, N., & Slater, M. (2017). Embodiment in a Child-Like Talking Virtual Body Influences Object Size Perception, Self-Identification, and Subsequent Real Speaking. Sci Rep, 7(1), 9637. doi:10.1038/s41598-017-09497-3
Tam, K. Y., & Ho, S. Y. (2006). Understanding the impact of web personalization on user information processing and decision outcomes. MIS quarterly, 865-890.
doi:10.2307/25148757
Tanner, R. J., Ferraro, R., Chartrand, T. L., Bettman, J. R., & Baaren, R. V. (2007). Of chameleons and consumption: The impact of mimicry on choice and preferences. Journal of Consumer Research, 34(6), 754-766. doi:10.1086/522322
Terlutter, R., & Capella, M. L. (2013). The Gamification of Advertising: Analysis and Research Directions of In-Game Advertising, Advergames, and Advertising in Social Network Games. Journal of Advertising, 42(2-3), 95-112. doi:10.1080/00913367.2013.774610
Tsakiris, M., & Haggard, P. (2005). The rubber hand illusion revisited: visuotactile integration and self-attribution. Journal of Experimental Psychology: Human Perception and Performance, 31(1), 80. doi:10.1037/0096-1523.31.1.80
Uhlmann, E., & Swanson, J. (2004). Exposure to violent video games increases automatic aggressiveness. Journal of adolescence, 27(1), 41-52. doi:10.1016/j.adolescence.2003.10.004
Wise, K., Bolls, P. D., Kim, H., Venkataraman, A., & Meyer, R. (2008). Enjoyment of Advergames and Brand Attitudes. Journal of Interactive Advertising, 9(1), 27-36. doi:10.1080/15252019.2008.10722145
Wyer, R. S., Srull, T. K., Gordon, S. E., & Hartwick, J. (1982). Effects of processing objectives on the recall of prose material. Journal of Personality and Social Psychology, 43(4), 674. doi:10.1037//0022-3514.43.4.674
Yang, M., Roskos-Ewoldsen, D. R., Dinu, L., & Arpan, L. M. (2006). The effectiveness of" in-game" advertising: Comparing college students` explicit and implicit memory for brand names. Journal of Advertising, 35(4), 143-152. doi:10.2753/JOA0091-3367350410
Yee, N. (2006). The demographics, motivations, and derived experiences of users of massively multi-user online graphical environments. Presence: Teleoperators and virtual environments, 15(3), 309-329. doi:10.1162/pres.15.3.309
Yee, N., & Bailenson, J. (2007). The Proteus Effect: The Effect of Transformed Self-Representation on Behavior. Human Communication Research, 33(3), 271-290. doi:10.1111/j.1468-2958.2007.00299.x
Yi, Y. (1990). Cognitive and affective priming effects of the context for print advertisements. Journal of Advertising, 19(2), 40-48. doi:10.1080/00913367.1990.10673186
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. The Journal of marketing, 2-22. doi:10.2307/1251446
|
| Description: | 碩士
國立政治大學
傳播學院傳播碩士學位學程
105464043 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0105464043 |
| Data Type: | thesis |
| DOI: | 10.6814/THE.NCCU.COMM.014.2018.F05 |
| Appears in Collections: | [傳播學院傳播碩士學位學程] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| 404301.pdf | 11406Kb | Adobe PDF2 | 374 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
