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    政大機構典藏 > 傳播學院 > 廣告學系 > 學位論文 >  Item 140.119/85213
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/85213


    Title: 線上遊戲作為一種廣告形式的效果研究
    Authors: 許建隆
    Hsu, Chien-Lung
    Contributors: 郭貞
    Kuo, Chen
    許建隆
    Hsu, Chien-Lung
    Keywords: 網路行銷
    線上遊戲
    廣告效果
    internet marketing
    web games
    advertising effects
    Date: 2000
    Issue Date: 2016-04-18 16:21:06 (UTC+8)
    Abstract: 本研究為一初探性研究,研究題目為「線上遊戲作為一種廣告形式之效果研究」,研究的構想來自於對網路現況的觀察。目前網路上有許多網站,包括了遊戲網站與企業網站,提供多種結合了廣告訊息之「線上遊戲」,供網路使用者遊玩以達成行銷之實,本研究即以此為主題,對此新興的手法之效果加以探討。
    Reference: 中文部份
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    劉一賜,非橫幅廣告大行其道,動腦雜誌281,1999,9月號
    田中洋、丸岡吉人著,蔡焜霖譯,新廣告心理,民82,朝陽堂
    郭昕周,(民86),建構取向的遊戲式MUD學習環境研究,國立交通大學傳播研究所碩士論文
    周榮,(民87),電腦角色扮演遊戲中的神話原型之研究,國立交通大學傳播研究所碩士論文
    黃建銘,(民87),線上多人互動遊戲(MUD)之設計與製作,國立交通大學資訊科學研究所碩士論文
    沈吉育,(民86),全球資訊網上的多人情境學習遊戲,國立中央大學資訊工程研究所碩士論文
    楊鎮豪,(民87),個人電腦遊戲軟體消費者購買涉入與消費行為之研究,國立交通大學管理科學研究所碩士論文
    陳姿伶,(民87),資訊策略對網路行銷廣告效果之影響─WWW購物網站之實驗室研究,國立中央大學資訊管理研究所碩士論文
    黃論語,(民86),WWW超媒體特性對網路行銷廣告效果之研究,長庚醫學暨工程學院碩士論文
    楊書成,(民87),全球資訊網廣告內容對廣告效果影響之探討─網路雜誌之實驗室研究,國立中央大學資訊管理研究所碩士論文
    陳名璋,(民87),網站廣告呈現方式對廣告效果之影響,國立中央大學資訊管理研究所碩士論文
    李忠義,(民國八十八年四月二十日),資訊周報─八成的人上網為了瀏灠資料,中國時報四十三版
    陳雅君,(民國八十九年一月二十日),上宏□戲谷飆GAME8888元給你壓歲,勁報三十九版
    王文泰,Internet上無限商機─網路行銷時代的來臨,網路通訊雜誌,民國八十五年三月號
    林朝賢,(民84),資訊高速公路在企業經營顧客服務上之應用研究,中山大學資訊管理研究所碩士論文
    黃俊英著,行銷研究─管理與技術,民85,華泰出版社
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    Robbin Zeff & Brad Aronson著,羅家德企劃,周怜利譯,廣告Any Time網際網路廣告,民87年,和碩科技文化有限公司
    西文部份
    Alessi, S. M.& Troll)oip , S. R.(1985). “Computer –based instruction : Methods and development.”,New Jersey: Prentice-Hall
    Amy Frazier , “Movies offer info and action on Web Games vary widely in sophistication “, The Atlanta Journal-Constitution ,Jan 27 , 1997
    Boehlefeld, S . (1996), “P.,Doing the Right Thing : Ethical Cyberspace Research ‘,The Information Society , 12, p.141-152
    Brown, Jerry A.,(1995),“Using An Interactive Multimedia Presentation In Economic Development Marketing”, Economic Development Review ,Winter ,P41-44.
    Daniel S. Janal, (1995).“Online marketing handbook : how to sell, advertise, publicize, and promote your prroducts and services on the Internet and commercial online systems “, Van Nostrand Reinhold, New York
    Frriedman, T.(1996),“Making Sence of Software: Computer games and interactive textually. In S.G. Jones, (ED) ,Cybersociety: Computer-mediated communication and community .(p.57-72) Thousands Oaks, CA:Sage.
    Hetter, C.(1989), “Implication of new interactive technologies for conceptualizing communication” in J.L. Salvaggio &Bryant. Media use in the information age :emerging patterns of adoption and consumer use“ p217-235. Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.
    Hoffman, Donna L. and Novak, Thomas P.(1996),“Marketing in Hypermedia. Computer-Mediated Environments: Conceptual Model,” Journal of Marketing , July, v60, p50-58
    Herschell Gordon Lewis and Jamie Murphy,(1998) ,“Cybertalk that sells : the ultimate source of words, phrases, banners, and buzzwords for selling your products, services, and ideas through the new digital and interactive media “, Lincolnwood, Ill.Contemporary Books
    Jim Sterne, (1997),What makes people click : advertising on the Web, Indianapolis, Ind.
    Joseph Pereira , Hasbro to Start Games Web Site With Go2 Net Inc. , Wall Street Journal ; New York DEC 16 , 1999
    Judith I Brennan , “Hollyhood shares” , Entertainment Weekly ,New York ,SEP 25 ,1998
    Merrill, P. H.(1992).“Problem solving ,simulations, and games .”Computer in educational of communication technology .28(11):8-12
    Mitchell , Andrew A, and Jerry C.Olson (1981),“Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude?” , Journal of Marketing Research ,18 (August),318-332
    Murry-JP Lastovicka-JL Singh-SN ,”Feeling and Liking Responses to Television Programs - An Examination of 2 Explanations for Media-Context Effects” , Journal Of Consumer Research 1992, Vol 18, Iss 4, pp 441-451
    Neil Barratt,(1997).“Advertising on the Internet : how to get your message across on the World Wide Web”, Kogan Page, London
    Norris-CE Colman-AM ,”Context Effects on Recall and Recognition of Magazine Advertisements “,Journal Of Advertising 1992, Vol 21, Iss 3, pp 37-46
    Rieber, L. P.(1996). “Seriously considering play: Designing interactive learning environments based on the blending of microworlds, simulations, and games.”Educational technology research and development,44(2):43-48
    Robert H.Ducoffe,(1996),“Advertising and Afvertising on the web”,Journal of Advertising Research
    Robert McGough and Dean Takahashi , “Investors Place Bets on Success of Web Games” , Wall Street Journal ; New York DEC 1 ,1999
    Susan Kuchinsakas , “What’s in a game?”, Brandweek ;New York ;May 10 ,1999
    Swinyard -WR,” The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions”, Journal Of Consumer Research 1993, Vol 20, Iss 2, pp 271-280
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    Zeff, Robbin Lee, Brad Aronson,“Advertising on the Internet”, John Wiley, Wiley Computer Publishing, New York,1997
    Description: 碩士
    國立政治大學
    廣告學系
    Source URI: http://thesis.lib.nccu.edu.tw/record/#A2002001728
    Data Type: thesis
    Appears in Collections:[廣告學系] 學位論文

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