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    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/145893


    Title: 元宇宙中的廣告:享受、預期和體驗幸福對消費者下載和購買新遊戲意向的中介效應研究
    Advertising in the Metaverse: Mediating Roles of Enjoyment, Expected and Experienced Happiness on Consumer Intention to Download and Purchase a New Game
    Authors: 陳典楨
    CHEN, TIEN-CHEN
    Contributors: 朴星俊
    Park, Sung-Jun
    陳典楨
    CHEN, TIEN-CHEN
    Keywords: 元宇宙遊戲
    享受
    預期幸福
    體驗幸福
    下載意圖
    購買意圖
    吸引力
    Metaverse gaming
    Enjoyment
    Expected happiness
    Experienced happiness
    Download intention
    Purchase intention
    Attractiveness
    Date: 2023
    Issue Date: 2023-07-06 16:53:57 (UTC+8)
    Abstract: 本研究以元宇宙遊戲 Roblox 為背景,透過分析 251 份問卷以探討消費者對於元宇宙廣告 的情緒反應。本研究採用享受、預期和體驗幸福作為中介變數,分析其對消費者下載及購 買新遊戲意圖之影響。研究結果顯示享受 (enjoyment) 對於消費者下載意圖 (download intention)有顯著正向影響,體驗幸福 (experienced happiness) 對於購買意圖 (purchase intention)有顯著正向影響,而預期幸福 (expected happiness) 對於下載及購買意圖都有顯著 正向影響。本研究結果為行銷及從業人員提供實證見解,為元宇宙遊戲行業的銷售策略設 計和顧客參與度提供可行方案。
    This thesis examines consumers’ emotional responses to promotional activity in the context of the metaverse platform Roblox by analyzing a survey (n = 251). This paper examines the mediating roles of enjoyment, expected happiness, and experienced happiness on consumer download and purchase intention. The findings show that enjoyment leads to consumer intention to download a new game in Roblox, that experienced happiness leads to purchase intention, and that expected happiness leads to both download and purchase intention. The results provide empirical insights for marketers and practitioners, offering actionable suggestions for designing promotional strategies and refining customer engagement in the metaverse gaming industry.
    Reference: References Research Journal
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    28
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    29

    Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140-1150.
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    30

    News
    Abrol, A. (2023, March 20). Decentraland: A Journey into the Metaverse. Blockchain Council. Retrieved from https://www.blockchain-council.org/metaverse/decentraland-metaverse/
    Ball, M. (2022, July 18). The Metaverse is the Future: Matthew Ball on the Potential of a New Virtual Reality. Time. Retrieved from https://time.com/6197849/metaverse-future- matthew-ball/
    Baszucki, D. (2022, March–April). The CEO of Roblox on Scaling Community-Sourced Innovation. Harvard Business Review. Retrieved from https://hbr.org/2022/03/the-ceo-of- roblox-on-scaling-community-sourced-innovation
    Browning, K. (2021, October 31). Roblox, a Popular Videogame, Struggles to Police Music Piracy. The New York Times. Retrieved from https://www.nytimes.com/2020/08/16/technology/roblox-tweens-videogame- coronavirus.html
    Carlson, K. (2022, March 16). SXSW: Facebook`s Mark Zuckerberg Says Metaverse is the Future of the Internet. Austin American-Statesman. Retrieved from https://www.statesman.com/story/business/2022/03/16/sxsw-facebooks-mark- zuckerberg-says-metaverse-future-internet/7051230001/
    Lee, A. (2023, January 12). Why Gamers Are Flocking from Premium Titles to Free-to-Play, Ad-Supported Games in This Unstable Economy. Digiday. Retrieved from https://digiday.com/marketing/why-gamers-are-flocking-from-premium-titles-to-free-to- play-ad-supported-games-in-this-unstable-economy/
    Takahashi, D. (2023, March 29). How Epic Games Views the Metaverse and the State of Unreal: Tim Sweeney. VentureBeat. Retrieved from https://venturebeat.com/games/how-epic- games-views-the-metaverse-and-the-state-of-unreal-tim-sweeney/
    Description: 碩士
    國立政治大學
    企業管理研究所(MBA學位學程)
    110363009
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0110363009
    Data Type: thesis
    Appears in Collections:[企業管理研究所(MBA學位學程)] 學位論文

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