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題名:置入性廣告對網路社群遊戲玩家行為意向之研究
作者:羅順年 引用關係
作者(外文):Lou, Shun Nane
校院名稱:大葉大學
系所名稱:管理學院博士班
指導教授:林清同
學位類別:博士
出版日期:2013
主題關鍵詞:社群遊戲置入性行銷計劃行為理論抗拒行為意向Social Network GamesProduct PlacementTheory of Planned BehaviorResist Behavioral Intentions
原始連結:連回原系統網址new window
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近年來社群遊戲多以免費方式出現提供玩家使用。遊戲廠商為求生存,廣告收入成為其主要盈利來源。社群遊戲置入廣告有其優勢卻易引起玩家的負面觀感甚至產生抗拒意向。本研究為探討社群遊戲玩家的抗拒行為意向,結合計劃行為理論及抗拒行為模式,發展「知覺不公平」、「負面口碑」及「價值障礙」三者為外生因素的社群遊戲玩家抗拒行為模式,並以實驗法進行道具式、回饋式、目標式及直接置入式四種置入性廣告對社群遊戲玩家之抗拒行為效果差異的驗證。
本研究採用李克特七點尺度量表評量工具招募800位受測者參與實驗並蒐集724份有效問卷,運用結構方程模式分析結果,顯示「知覺不公平」、「負面口碑」及「價值障礙」三項外生因素能有效解釋社群遊戲玩家抗拒行為意向;其中又以「知覺不公平」影響最大。再利用多變量變異數分析四種情境差異也發現:四種廣告置入方式都會對遊戲玩家產生抗拒的意向且程度有明顯差異,其中以目標式置入引起玩家的抗拒行為意向最小,而道具式則最大。因此遊戲引進置入性廣告時,除了廣告效果的考量,本研究建議廠商以目標式置入方式進行,並特別注意避免造成玩家的知覺不公平,以減低廣告帶來的負面效果。
In recent years, social network games (SNG) as the free patterns are available to the players. In order to survive, advertising has become the game suppliers’ main source of profit. SNG placement advertising has its benefits, but also very easily leads the players’ negative perceptions even stop playing. This study combined with the theory of planned behavior and its further study for resistance patterns, and developed "perceived unfair", "negative word-of-mouth" and "value obstacles" as three exogenous factors as SNG gamers’ resist behavior patterns. Then we set four experimentations as tool, feedback, target and directly placement of advertising on SNG players and found out the differences between the four types of resist behavior effect.
In this study, Likert seven-scale assessment was used to collect totally 724 valid questionnaires and we applied Structural Equation modeling to get the results. Analysis shows that "perceived unfair", "negative word-of-mouth" and "value obstacles" are the three exogenous factors which can effectively explain why social network gamers resist behavior. And "perceived unfair" is the greatest impact factor. The study also used MANOVA and found that the four advertising placement will be on gamers’ intention to resist and the degree of significant difference, in which the target placement caused the gamers resist intention the minimum, and the tool placement caused the maximum. So when the game makers to introduce product placement advertising, In addition to advertising effectiveness considerations, we recommend that the game makers had better use the target insertion to reduce the negative effects of advertising.
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