政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/33116

政大機構典藏-National Chengchi University Institutional Repository(NCCUR):Item 140.119/33116

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政大典藏 > College of Communication > Department of Advertising > Theses > Item 140.119/33116

Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/33116

Title:	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
Authors:	楊秀敏
Contributors:	張卿卿楊秀敏
Keywords:	線上遊戲置入置入形式遊戲經驗
Date:	2003
Issue Date:	2009-09-17 15:32:34 (UTC+8)
Abstract:	線上遊戲由於具有媒體載具高接觸(reach)與高頻率(frequency)的特性，近年來己成為廣告主進行行銷溝通的工具之一，但目前卻沒有針對線上遊戲媒體置入效果的研究，因此本研究欲從置入形式及遊戲經驗兩方面來分析品牌記憶、品牌再認、品牌態度及購買意願的影響為何。在形式方面，先將台灣目前的線上遊戲個案進行歸納，並從理論角度確認形式的分類原則再進行實驗遊戲製作。在遊戲經驗方面，設定6個月(含)以上為專家，6個月以下為新手。本研究採實驗法進行，結果發現如下:置入形式差異會對品牌記憶產生影響，強置式記憶效果最佳，融合明示式次之，隱含式最弱;在品牌態度方面，強置式最差，隱含式較融合明示略高，但未達顯著差異，新手的品牌態度優於專家;在購買意向上，不論是形式或遊戲經驗均不會對購買意向產生顯著影響。
Reference:	一、中文部份林鴻儒(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Qo果汁飲料為例》，元智大學資訊傳播學系碩士論文吳家洲(2001)。《產品置入之行銷溝通效果研究》，政治大學科技管理研究所碩士論文潘玉華(2003)。《電子遊戲專家與生手之表現差異研究》，交通大學傳播所碩士論文傅豐玲(2001)。〈網站內容型態對網路橫幅廣告的效果之影響〉，《產業管理學報》，第二期，頁291-317 汪宗憲(2003)。〈線上遊戲產業發展概況〉，《產業經濟》，第260期，頁-15 林于勝(2003)。〈線上遊戲引進置入式行銷擴大商機〉，《PCWEEK 電腦周報》，第661期，頁37 《2003電子商務產業年鑑》臺北：資訊工業策進會資訊市場情報中心《電子娛樂軟體市場研究》臺北：資訊工業策進會資訊市場情報中心《我國資訊服務業與熱門軟體應用趨勢分析》臺北：資訊工業策進會資訊市場情報中心 Mulligan, Jessica（2002），《大師談ONLINE GAME 線上遊戲企劃、製作、經營聖經》台北：上奇科技曹明正(2003)，「置入行銷線上遊戲有夠現實」，星報，2003年6月26日，16版陳瀚權(2003)，「奇幻仙境、大富翁7輪番上陣單機版遊戲大走可愛風」，民生報，2003年10月11日，A10版廖敏如(2003)，「仙境傳說可愛風格吸引女性玩家年底開放新職業台北101大樓將成遊戲場景」，聯合報，2003年9月24日， E3版曹明正(2003)，「M2神甲代言找奇兵運動商乖乖加入置入行銷互相捧」，星報，2003年7月17日，16版黃朗倩(2003)，「線上遊戲邊吃邊玩與食品結合披薩、漢堡、便當上場玩家一舉兩得」，聯合晚報，2003年7月6日，9版黃士原(2004)，「星空之門樂壞甜品族，購買77星空專屬包要送玩家香港之旅」，星報，2004年4月2日，18版二、西文部份 Karrh,James (1994), ”Effects of the Brand Placements in Motion Pictures”,in Proceedings of the 1994 Conference of the American Academy of Advertising, Karen Whitehill King,ED.,Athens,Ga:American Academy of Advertising,90-96 Brennan,Ian,Khalid Dubas,and Laurie A.Babin(1999),”The Influence of Product Placement Type and Exposure Time on Product Placement Recogniton,”International Journal of Advertising,18,323-337 Gupta,Pola B. and Kenneth R.Lord(1998),”Product Placement in Movies: The Effect of Prominence and Mode on Audience Recall,”Journal of Current Issues and Research in Advertising,20(Spring),47-59 Karrh,James (1998),”Brand placement: A Review”,Journal of Current Issures and Research in Advertising,20(Fall),31-49 Cynthia R.Morton and Meredith Friedman(2002),”I Saw It in The Movies:Exploring the Link between Product Placement beliefs and Reported usage behavior”,Journal of Current Issues and Research in Advertising,24(Fall),34-40 Michelle R Nelson(2002),”Recall of brand placements in computer/video games”,Journal of Advertising Research ,42,80-93 Alain d’Astous and Francis Chartier(2000),”A Study of Factors Affecting Consumer Evaluatins and Memory of Proudct Placements in Movies” ,Journal of Current Issues and Research in Advertising,22(Fall),32-40 Alain d’Astous and Nathalie Seguin(1999),”Consumer Reactions to Product Placement Strategies in Television Sponsorship,”European Journal of marketing,33(9/10),896-910 Sharmistha Law and Kathryn A.braun(2000),”I’ll Have What She’s Having: Gauging the impact of product Placements on Viewers”,Psychology &Marketing,17(12),1060-1075 Karrh,James.A, Katherine Toland Frith,and Copy Callison(2001),”Audience Attitudes Towards brand(Proudct)Placement:Singapore and the United States”,International Journal of Advertising,20,3-24 Delorme,Denise E. and Leonard N.Reid(1999),”Moviegoers’ Experiences and Interpretations of brands in Films Revisited”,Journal of Advertising,28(summer),71-89 Cristel A.Russell(1998),“Toward A Framwork of Product Placement:Theoretical Propositions”,Advances in Consumer Research,25,357-362 Sally A.McKechnie and Jia Zhou(2003),”Product placement in movies:a comparison of Chinese and American consumers’ attitudes”,International Journal of Advertising,22,349-374 Karrh,James A. ,Kathy Brittain Mckee and Carol J. Pardun(2003)“Practitioners’ Evolving Views on product Placement Effectiveness”Journal of Advertising Research,43,138-149 Vollers,Stacy M. and Richard W.Mizerski(1994),”A Review and Investigation into the Effectiveness of Product Placements in Films”,in the Proceedings of the 1994 Conference of the American Academy of Advertising,Karen Whitehill King,ed.,Athens,Ga: henry W.Grady College of Journalism and mass Communication,University of Georgia,97-102 Naomi Mandel(2002),”When Web Pages Influence Choice:Effects of Visual Primes on Experts and Novices”, Journal of Consumer Research, 29(9), 235-245 Micael Dahlen(2001),” Banner Advertisements through a New Lens”,.Journal of Advertising Research,41(4), 23-30 Gupta,Pola B. and Stephen J. Gould(1997),”Consumers’ Perceptions of the Ethics and Acceptability of Product Placements in Movies: Product Category and Individual Differences”, Journal of Current Issues and Research in Advertising,14(spring),37-50
Description:	碩士國立政治大學廣告研究所 91452014 92
Source URI:	http://thesis.lib.nccu.edu.tw/record/#G0091452014
Data Type:	thesis
Appears in Collections:	[Department of Advertising] Theses

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