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題名：電玩遊戲中之置入行銷手法效果
書刊名：管理與系統
作者：楊亨利 引用關係／王貞淑
作者(外文)：Yang, Heng-li／Wang, Cheng-su
出版日期：2006
卷期：13:4
頁次：頁523-549
主題關鍵詞：電玩遊戲；置入行銷；置入手法；廣告效果；Computer game；Product placement；Brand placement；Advertising effect
原始連結：連回原系統網址new window
相關次數：
  • 被引用次數被引用次數:期刊(3) 博士論文(0) 專書(0) 專書論文(0)
  • 排除自我引用排除自我引用:3
  • 共同引用共同引用:20
  • 點閱點閱:86
以廣告媒體角度來看，由於電玩遊戲的高互動性，使得置入行銷更容易在電玩遊戲裡發揮。本研究由置入行銷的置入手法與產品種類二個構面探討以電玩遊戲做為置入行銷媒介的潛力。研究設計採實驗法，先針對受測者進行前測後並依其產品偏好隨機分組後，進行電玩遊戲施測，再以問卷施測衡量廣告效果。研究結果顯示：(1)在置入手法構面上，回饋式置入手法所能引起的總廣告效果最高，而道具式最能引起廣告的注意。(2)在產品種類構面，工具類產品顯著優於象徴類產品，而比增強類稍高。(3)在置入手法與產品類別的交互廣告效果方面，並無顯著效果。道具式置入手法由曝光率所引起的注意效果均是最高，這不因產品不同而有所差異。而雖不顯著，對增強類產品，回饋式置入手法所能引起的意圖、行動與總廣告效果是最高的。透過本研究，電玩業者能夠了解不同的置入手法對廣告效果的影響。最後，我們並提供遊戲設計業者一廣告置入操作參考模式。
It seems that computer game has been as an emerging media channel. Because of the interactivity of computer games, product placements may become more useful. This research adopted experiment approach to investigate the suitability of the different product placements to computer games. The product placement formats are classified into goal, feedback, and operator. The product types are classified into instrument, enhancement and symbolic. Students were pre-tested for their product preferences, then they were randomly assigned to different groups to play the games, finally they answered the questionnaire. The results are as follows. (1) The feedback placement approach would obtain the highest total advertising effects, but the operator approach would get highest attentions. (2) The advertising effect of the instrument products is significantly higher than the symbolic products, but is only slightly higher than enhancement products. (3) There is no significant cross-effect between placement approach and product type. The operator approach would obtain highest attentions regardless of the product types. To the enhancement products, the feedback approach would have higher effect though the differences are not significant. From this research, the computer game industry could obtain some suggestions about product placement advertisements. A product placement operation reference model is provided.
期刊論文
1.Ko, S.(2002)。An empirical analysis of children’s thinking and learning in a computer game context。Educational Psychology，22(2)，219-233。  new window
2.Morahan, M. J.、Schumacher, P.(2000)。Incidence and Correlate of Pathological Internet Use among College Students。Computers in Human Behavior，16(1)，13-29。  new window
3.Law, S.、Braun, K. A.(2000)。I’ll Have What She’s Having: Gauging the Impact of Product Placement on Viewers。Psychology & Marketing，17(12)，1059-1075。  new window
4.Russell, Cristel Antonia(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。  new window
5.Ha, L.(1996)。Observations: advertising clutter in consumer magazines:dimensions and effects。Journal of Advertising Research，36(4)，76-84。  new window
6.Williams, D.、Skoric, M.(2005)。Internet Fantasy Violence: A Test of Aggression in an Online Game。Communication Monographs，72(2)，217-233。  new window
7.陳怡安(20020700)。線上遊戲的魅力。資訊社會研究，3，183-214。new window  延伸查詢new window
8.Russell, Cristel Antonia(1998)。Toward a Framework of Product Placement: Theoretical Propositions。Advances in Consumer Research，25(1)，357-362。  new window
9.Stewart, David W.、Pavlou, Paul A.(2002)。From consumer response to active consumer: Measuring the effectiveness of interactive media。Journal of the Academy of Marketing Science，30(4)，376-396。  new window
10.Balasubramanian, S. K.(1994)。Beyond Advertising and Publicity : Hybrid Messages and Public Policy Issues。Journal of Advertising，23(4)，29-46。  new window
11.Choi, Dongseong、Kim, Jinwoo(2004)。Why People Continue to Play Online Games: In Search of Critical Design Factors to Increase Customer Loyalty to Online Contents。CyberPsychology & Behavior，7(1)，11-24。  new window
12.D'Astous, A.、Séguin, N.(1999)。Consumer Reactions to Product Placement Strategies in Television Sponsorship。European Journal of Marketing，33(9/10)，896-910。  new window
13.Gupta, Pola B.、Lord, Kenneth R.(1998)。Product Placement in movies: The Effect of Prominence and Mode on Audience Recall。Journal of Current Issues and Research in Advertising，20(1)，47-59。  new window
14.Hsu, Chin-Lung、Lu, Hsi-Peng(2004)。Why do people play on-line games? An extended TAM with social influences and flow experience。Information & Management，41(7)，853-868。  new window
15.蔡明達、鍾志明、陳慶峰(20010700)。從心流（flow）理論探討線上遊戲參與者之網路使用行為。資訊管理研究. 南華大學，1，99-111。  延伸查詢new window
16.Lutz, Richard J.、MacKenzie, Scott B.、Belch, George E.(1986)。The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations。Journal of Marketing Research，23(2)，130-143。  new window
17.Charles, F.、Mead, S. F.、Cavazza, M.(2002)。From Computer Game to Interactive Stories: Interactive Storytelling。The Electronic Library，20(2)，103-112。  new window
18.Cheng, M. S.、Kao, L. Y.(2004)。An Investigation of the Diffusion of Online Games in Taiwan: An Application of Roger's Diffusion of Innovation Theory。The Journal of American Academy of Business, Cambridge，5(1/ 2)，439-445。  new window
19.Dave, T.(1998)。The Attack of the Autistic Peripherals。ACM SIGGRAPH，32(2)，58-59。  new window
20.Dixon, G.、Karboulonis, P.(2001)。SMEs in European Computer Games and Interactive Entertainment Software Markets。International Journal of Entrepreneurship and Innovation Management，1(3/ 4)，483-492。  new window
21.Gao, Y.(2004)。Appeal of Online Computer Games: A User Perspective。The Electronic Library，22(1)，74-78。  new window
22.Gould, S. J.、Gupta, P. B.、Sonja, G. K.(2004)。Product Placements in Movies: A Cross-cultural Analysis of Austrian, French and American Consumers' Attitudes toward This Emerging, International Promotional Medium。Journal of Advertising，29(4)，41-58。  new window
23.Fattah, H.、Paul, P.(2002)。Gaming Gets Serious。American Demographics，24(5)，38-43。  new window
24.Jayakanthan, K.(2002)。Application of Computer Games in the Field of Education。The Electronic Library，20(2)，98-102。  new window
25.Kirriemuir, J.(2001)。Accessing Electronic Information Sources through Computer Games Consoles。Aslib Proceedings，53(1)，23-31。  new window
26.Laird, J. E.(2002)。Research in Human-level AI Using Computer Games。Communications of the ACM，45(1)，32-35。  new window
27.Messerly, J. G.(2004)。How Computer Games Affect CS Students' School Performance。Communications of the ACM，47(3)，29-31。  new window
28.Nelson, N. R.(2002)。Recall of Brand Placement in Computer/Video Games。Journal of Advertising Research，42(2)，80-92。  new window
29.Noah, F.(1998)。Portrait of the Artists in a Young Industry。ACM SIGGRAPH，32(2)，52-54。  new window
30.Pastina, A. C.(2001)。Product Placement in Brazilian Prime Time Television: The Case of the Reception of a Telenovela。Journal of Broadcasting & Electronic Media，45(4)，541-557。  new window
31.Rouse, R.(1998)。Do Computer Games Need to be 3D。ACM SIGGRAPH，32(2)，64-66。  new window
32.Williamson, B.、Facer, K.(2004)。More Than Just a Game: the Implications for Schools of Children's Computer Game Communities。Education, Communication & Information，4(2/3)，255-270。  new window
會議論文
1.Grigg, C.(2000)。Moving Beyond the Monolithic Audio API。0。229-252。  new window
2.Hays, T.(1998)。Sounds Like Chicken: PC Game Audio Quality。0。303-309。  new window
學位論文
1.張蜀永(2003)。置入式行銷應用於線上遊戲之研究(碩士論文)。台北科技大學，台北市。  延伸查詢new window
2.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(碩士論文)。元智大學。  延伸查詢new window
3.李廷妍(2003)。探討產品置入對消費者態度與購買意願之影響--以韓國手機置入韓劇為例(碩士論文)。國立政治大學。  延伸查詢new window
4.丘新華(2002)。廣告訴求及產品類型對廣告效果影響之研究(碩士論文)。義守大學。  延伸查詢new window
5.許建隆(2000)。線上遊戲作為一種廣告形式的效果研究，0。  延伸查詢new window
6.胡嘉彬(2002)。線上遊戲之顧客忠誠度行為(碩士論文)。國立清華大學。  延伸查詢new window
7.黃齡嬌(2003)。整合行銷傳播工具之應用與效果評估研究--以線上遊戲為例(碩士論文)。國立臺灣師範大學，台北。  延伸查詢new window
8.林棨旺(2003)。廣告訊息、產品類型與先前品牌態度對廣告效果交互影響之研究(碩士論文)。義守大學。  延伸查詢new window
9.許晉龍(2003)。線上遊戲使用者行為研究(博士論文)。國立台灣科技大學。  延伸查詢new window
10.陳軼辰(2003)。線上遊戲參與行為--消費者性別角色認同之探討(碩士論文)。長庚大學。  延伸查詢new window
11.張武成(2002)。線上遊戲軟體設計因素與使用者滿意度關聯之研究(碩士論文)。淡江大學，台北縣。  延伸查詢new window
12.謝宥慧(2003)。產品置入電子媒介對消費者品牌態度之影響(碩士論文)。東吳大學。  延伸查詢new window
13.張意珮(2002)。線上遊戲使用者轉換因素之研究(碩士論文)。元智大學。  延伸查詢new window
14.吳家州(2002)。產品置入之行銷溝通效果研究(碩士論文)。國立政治大學。  延伸查詢new window
15.何佩青(2002)。以國內電子遊戲業者現況探討線上遊戲營運模式及發展策略之先期研究(碩士論文)。國立臺灣大學。  延伸查詢new window
16.吳婉汝(2001)。臺灣遊戲軟體產業分析，0。  延伸查詢new window
17.林鴻儒(2002)。電子遊戲置入產品廣告之研究－以冒險遊戲創作「奇異島」與Qoo果汁飲料為例，0。  延伸查詢new window
18.許美惠(2000)。電影中產品置入之廣告，0。  延伸查詢new window
19.楊秀敏(2003)。線上遊戲產品置入傳播效果研究：以線上遊戲創作「kuso世代為例」，0。  延伸查詢new window
圖書
1.Howard, John A.(1977)。Consumer Behavior: Application of Theory。McGraw-Hall。  new window
2.Hovland, C.(1982)。Communication and Persuasion。Communication and Persuasion。New Haven, CT。  new window
3.Vorderer, P.(2000)。Interactive Entertainment and Beyond。Media Entertainment: The Psychology of Its Appeal。New Jersey。  new window
 
 
 
 
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