電玩遊戲中之置入行銷手法效果

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.