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題名：手機遊戲內影音廣告類型與廣告內容之影響
書刊名：臺大管理論叢
作者：周軒逸／楊彩甄
作者(外文)：Chou, Hsuan-yi／Yang, Tsai-chen
出版日期：2020
卷期：30:3
頁次：頁111-143
主題關鍵詞：手機遊戲；遊戲內置廣告；獎勵型廣告；好奇心；資訊缺口；Mobile games；In-game advertisements；Reward-based advertisements；Curiosity；Information gap
原始連結：連回原系統網址new window
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  • 排除自我引用排除自我引用:0
  • 共同引用共同引用:6
  • 點閱點閱:9
期刊論文
1.Jun, J. W.、Lee, S.(2007)。Mobile Media Use and Its Impact on Consumer Attitudes toward Mobile Advertising。International Journal of Mobile Marketing，2(1)，50-58。  new window
2.Wang, A.(2007)。How Consumers Perceive Free Offers: Implications for Mobile Marketing。International Journal of Mobile Marketing，2(2)，35-41。  new window
3.Hebb, D. O.(1955)。Drives and the CNS (conceptual nervous system)。Psychological Review，62(4)，243-254。  new window
4.Barwise, P.、Strong, C.(2002)。Permission-based mobile advertising。Journal of Interactive Marketing，16(1)，14-24。  new window
5.Berlyne, Daniel E.(1954)。A Theory of Human Curiosity。British Journal of Psychology，45(3)，180-191。  new window
6.Loewenstein, George(1994)。The psychology of curiosity: A review and reinterpretation。Psychological Bulletin，116(1)，75-98。  new window
7.Carroll, A.、Barnes, S. J.、Scornavacca, E.、Fletcher, K.(2007)。Consumer Perceptions and Attitudes towards SMS Advertising: Recent Evidence from New Zealand。International Journal of Advertising，26(1)，79-98。  new window
8.Drossos, D.、Giaglis, G. M.、Lekakos, G.、Kokkinaki, F.、Stavraki, M. G.(2007)。Determinants of Effective SMS Advertising: An Experimental Study。Journal of Interactive Advertising，7(2)，16-27。  new window
9.Menon, Satya、Soman, Dilip(2002)。Managing the Power of Curiosity for Effective Web Advertising Strategies。Journal of Advertising，31(3)，1-14。  new window
10.周軒逸、練乃華(20121200)。當簡訊遇上前導：品牌熟悉度、互動性、個人化、誘因之好奇效果。臺大管理論叢，23(1)，239-267。new window  延伸查詢new window
11.Chou, Hsuan-Yi、Lien, Nai-Hwa(2014)。Effects of SMS Teaser Ads on Product Curiosity。International Journal of Mobile Communications，12(4)，328-345。  new window
12.Herrewijn, L.、Poels, K.(2013)。Putting Brands into Play: How Game Difficulty and Player Experiences Influence the Effectiveness of In-game Advertising。International Journal of Advertising，32(1)，17-44。  new window
13.Lin, H. F.(2014)。The Effect of Product Placement on Persuasion for Mobile Phone Games。International Journal of Advertising，33(1)，37-60。  new window
14.鄭尹惠、高登第、莊世杰、陳淑惠(20131200)。The Effect of Regulatory Focus on Conformity Behavior。臺大管理論叢，24(1)，207-232。new window  延伸查詢new window
15.Vermeir, I.、Kazakova, S.、Tessitore, T.、Cauberghe, V.、Slabbinck, H.(2014)。Impact of flow on recognition of and attitudes towards in-game brand placements: Brand congruence and placement prominence as moderators。International Journal of Advertising，33(4)，785-810。  new window
16.Chou, H. Y.、Wang, S. S.(2016)。The effects of happiness types and happiness congruity on game app advertising and environments。Electronic Commerce Research and Applications，20，1-14。  new window
17.周軒逸、練乃華(20161000)。品牌、代言人熟悉度於前導廣告效果之探討。管理評論，35(4)，1-29+111-129。new window  延伸查詢new window
18.梁直青、陳柏亘、陳建勛、蕭名傑、林雅萍(20141200)。排隊隊形與人數影響消費者等候意願之探究--以虎尾鎮知名路邊攤小吃為例。行銷評論，11(4)，309-339。new window  延伸查詢new window
19.鄧景宜、黃翰忠、陳貞菱(20150600)。Social Networking and Continuance Intention among Online Gamers。臺大管理論叢，25(2)，1-22。new window  延伸查詢new window
20.Chang, Y.、Yan, J.、Zhang, J.、Luo, J.(2010)。Online in-game advertising effect: Examining the influence of a match between games and advertising。Journal of Interactive Advertising，11(1)，63-73。  new window
21.Ghosh, T.(2016)。Winning versus not losing: Exploring the effects of In-Game Advertising outcome on its effectiveness。Journal of Interactive Marketing，36，134-147。  new window
22.Hornikx, J.、Mulder, E.(2015)。The curiosity-evoking capacity of foreign languages in advertising。Dutch Journal of Applied Linguistics，4(1)，59-66。  new window
23.Nittala, R.(2011)。Registering for incentivized mobile advertising: Discriminant analysis of mobile users。International Journal of Mobile Marketing，6(1)，42-53。  new window
24.Steffen, C.、Mau, G.、Schramm-Klein, H.(2013)。Who is the loser when I lose the game? Does losing an advergame have a negative impact on the perception of the brand?。Journal of Advertising，42(2/3)，183-195。  new window
25.Agarwal, R.、Karahanna, E.(2000)。Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage。MIS Quarterly，24(4)，665-694。  new window
26.Tsang, Melody M.、Ho, Shu-Chun、Liang, Ting-Peng(2004)。Consumer Attitudes Toward Mobile Advertising: An Empirical Study。International Journal of Electronic Commerce，8(3)，65-78。  new window
27.Pascal, Vincent J.、Sprott, David E.、Muehling, Darrel D.(2002)。The influence of evoked nostalgia on consumers' responses to advertising: An exploratory study。Journal of Current Issues and Research in Advertising，24(1)，39-47。  new window
28.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
學位論文
1.黃世民(2011)。以行動通訊做為廣告媒體的創新經營模式─ 以獎勵式行動廣告及適地性行動廣告為例(碩士論文)。國立政治大學。  延伸查詢new window
圖書
1.McDougall, W.(1908)。An Introduction to Social Psychology。London：Methuen。  new window
2.Csikszentmihalyi, Mihaly(1975)。Beyond Boredom and Anxiety: The Experience of Play in Work and Games。Jossey-Bass。  new window
3.Hayes, Andrew F.(2018)。Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach。Guilford Press。  new window
4.Piaget, J.(1972)。The psychology of intelligence。Totowa, NJ：Littlefield Adams & Company。  new window
其他
1.Mia(2017)。什麼樣的廣告讓手機APP用戶欲罷不能？獎勵型影音廣告崛起的秘密，https://www.inside.com.tw/2017/04/18/viidle-ssp。  延伸查詢new window
2.劉惠琴(2018)。果粉真的變心了？市調數據分析：Android用戶全球市佔增多，http://3c.ltn.com.tw/news/33067。  延伸查詢new window
3.顏理謙(2017)。電玩調查：台灣遊戲市場收入動能強，超過亞洲整體表現，https://www.bnext.com.tw/article/45491/yahoo-research-on-gaming-industry。  延伸查詢new window
4.Chartboost(2016)。Mobile game developers that are winning with video ads，https://www.chartboost.com/blog/how-4-mobile-game-developers-are-winning-at-rewarded-video-ad-placement/。  new window
5.DeltaDNA(2015)。An in-depth study of Free-to-Play (F2P) in-game advertising in mobile games，https://deltadna.com/wp-content/uploads/2015/11/Adsurvey-report.pdf。  new window
6.eMarketer(2017)。The native app may be killing the mobile web in Asia-Pacific: The vast majority of mobile ads in the region are delivered via apps，https://www.emarketer.com/Article/Native-App-May-Killing-Mobile-Web-Asia-Pacific/1016344。  new window
7.IDC(2018)。New joint report from app Annie and IDC finds spending on mobile games topped the combined total on home console, PC/Mac, and handheld console games by more than one third in 2017，https://www.businesswire.com/news/home/20180313005510/en/New-Joint-Report-App-Annie-IDC-Finds。  new window
8.Newzoo(2018)。Top 100 countries/markets by game revenues，https://newzoo.com/insights/rankings/top-100-countries-by-game-revenues/。  new window
9.Robinson, M.(2017)。In-game advertising study 2017: Developers now see ads as an 'important monetization opportunity'，https://deltadna.com/blog/gameadvertising-study-2017-developers-now-see-ads-important-monetization-opportunity/。  new window
10.Unity(2016)。In-game advertising the right way: Monetize, engage, retain，http://response.unity3d.com/in-game-advertising-the-right-way-monetize-engage-retain-whitepaper。  new window
11.Wijman, T.(2018)。Newzoo's 2018 report: Insights into the 137.9 billion global games market，https://newzoo.com/insights/articles/newzoos-2018-report-insights-into-the-137-9-billion-global-games-market/。  new window
圖書論文
1.Freud, Sigmund(1905)。The Three Essays on the Theory of Sexuality。The Standard Edition of the Complete Psychological Works of Sigmund Freud。London：The Hogarth Press。  new window
2.Chou, H. Y.、Wang, S. S.(2017)。Effects of game characteristics and player emotional experiences on in-app ad responses。The Evolution and Social Impact of Video Game Economics。Lanham, MD：Lexington Books。  new window
 
 
 
 
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