產品廣告置入於遊戲中對品牌記憶影響之研究

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Title:	產品廣告置入於遊戲中對品牌記憶影響之研究 The Effect of Advertisement Placement Type in Games on Brand Recall
Authors:	康柔筌
Contributors:	行銷碩士學位學程碩士班
Keywords:	產品置入產品置入位置代言人遊戲-產品一致性 product placement product placement proximity advertising spokesperson game-product congruity
Date:	2017
Issue Date:	2017-08-29 14:22:27 (UTC+8)
Abstract:	過去研究主要針對在遊戲中產品置入位置、置入型態、產品類型與遊戲內容一致的品牌記憶，但未考慮代言人類型之考量，實際上不同的代言人類型可能會使玩家品牌記憶產生差異。此外，遊戲本身是屬於數位環境下運作，本研究欲探討玩家過去遊戲經驗對品牌記憶之影響，故透過文獻整理與邏輯推理，建立相關假設。本研究是透過實驗法，利用自行製作之遊戲及廣告圖，操弄產品廣告置入位置為顯性或隱性、遊戲與置入之產品一致性程度之高、中、低與代言人類型為真人代言人或虛擬代言人，總共分成12組，邀請360位大學生為受試者，模擬真實玩遊戲之狀況，將受試者隨機分配至12組中進行實驗。結果發現當產品廣告置入位置為顯性、遊戲與產品一致性程度高或代言人為真人代言人時，玩家的品牌記憶較佳，且三者皆受到過去遊戲經驗干擾，有經驗的專家玩家的品牌記憶程度較高。 In the past of the research mainly about product placement proximity, placement type and game-product congruity with the brand recall, but not considered about the type of advertising spokesperson. In addition, the game is in a digital environment op-eration, this study to explore the player's prior game-playing experience on the impact of the brand recall, so through literature review and logical reasoning to establish as-sumptions.This study is the experiment survey, its uses of self-produced games and ads. It’s manipulate product placement proximity (prominent placement / subtle placement), game-product congruity (high / medium / low) and advertising spokes-person (reality spokes-characters / Animated spokes-characters). Volunteer partici-pants from 360 college students, and divided into 12 groups, then randomly assigned to 12 groups for experimentation.The results show that when the ad is prominent placement, high game-product congruity or reality spokes-characters, the player's brand recall is better, and the three are affected by the prior game-playing experience interference, have prior game-playing experience’s player brand recall is better.
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