English  |  正體中文  |  简体中文  |  Post-Print筆數 : 27 |  Items with full text/Total items : 113656/144643 (79%)
Visitors : 51716219      Online Users : 613
RC Version 6.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Tips:
  • please add "double quotation mark" for query phrases to get precise results
  • please goto advance search for comprehansive author search
  • Adv. Search
    HomeLoginUploadHelpAboutAdminister Goto mobile version
    政大機構典藏 > 商學院 > 資訊管理學系 > 期刊論文 >  Item 140.119/27280
    Please use this identifier to cite or link to this item: https://nccur.lib.nccu.edu.tw/handle/140.119/27280


    Title: 電玩遊戲中之置入行銷手法效果
    Other Titles: Effects of Product Placement in Computer Game
    Authors: 楊亨利;王貞淑
    Yang, Heng-Li
    Keywords: 電玩遊戲;置入行銷;置入手法;廣告效果;Computer Game;Product Placement;Brand Placement;Advertising Effect
    Date: 2006-10
    Issue Date: 2009-01-17 16:27:31 (UTC+8)
    Abstract: 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.
    Relation: 管理與系統, 13(4), 523-549
    Data Type: article
    Appears in Collections:[資訊管理學系] 期刊論文

    Files in This Item:

    File Description SizeFormat
    523549.pdf492KbAdobe PDF21110View/Open


    All items in 政大典藏 are protected by copyright, with all rights reserved.


    社群 sharing

    著作權政策宣告 Copyright Announcement
    1.本網站之數位內容為國立政治大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,惟仍請適度,合理使用本網站之內容,以尊重著作權人之權益。商業上之利用,則請先取得著作權人之授權。
    The digital content of this website is part of National Chengchi University Institutional Repository. It provides free access to academic research and public education for non-commercial use. Please utilize it in a proper and reasonable manner and respect the rights of copyright owners. For commercial use, please obtain authorization from the copyright owner in advance.

    2.本網站之製作,已盡力防止侵害著作權人之權益,如仍發現本網站之數位內容有侵害著作權人權益情事者,請權利人通知本網站維護人員(nccur@nccu.edu.tw),維護人員將立即採取移除該數位著作等補救措施。
    NCCU Institutional Repository is made to protect the interests of copyright owners. If you believe that any material on the website infringes copyright, please contact our staff(nccur@nccu.edu.tw). We will remove the work from the repository and investigate your claim.
    DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback