以沉浸經驗探討行動遊戲應用程式廣告呈現形式與社交元素之廣告效果

Abstract

隨著行動裝置與網路科技的日漸普及，行動應用程式廣告逐漸受到學術界與實務界的重視。本研究選擇遊戲類行動應用程式作為研究對象，採取2x2x2因子的組間設計實驗法，以沉浸經驗作為研究架構，將行動遊戲分為沉浸程度高及沉浸程度低兩種，來探討行動遊戲應用程式廣告的廣告呈現型式（彈出式廣告vs橫幅廣告）及廣告社交元素（有社會影響vs無社會影響）對廣告效果之影響。 研究結果發現，行動遊戲應用程式廣告之廣告呈現形式與廣告社交元素分別對廣告記憶、點選意願、廣告態度以及行為意圖有顯著之影響。而廣告呈現形式與廣告社交元素以及廣告社交元素與遊戲沉浸經驗在對廣告記憶、點選意願以及廣告態度的影響中有交互效果影響。最後，本研究提出幾項建議供未來研究者與實務界之參考，作為未來行動遊戲應用程式廣告發展之方向。

With the growing popularity of mobile device and internet technology, mobile application advertisements became highly valued in the theory and practice fields. By using flow experience as the research foundation and 2x2x2 Between-Subject experimental design, the purpose of this research is using both high flow experience and low flow experience to examine the effects between formats (pop-up ads vs. banner ads) and social elements (with social influence or not) of mobile application advertisements with advertising effects. The results indicate that both formats and social elements of mobile game application have significant influence on advertisement memory, click intention, advertisement attitude and behavior intention. Meanwhile, under the influence of advertisement memory, click intention and advertisement attitude, there are all interaction effect between formats and social elements with social elements and game flow experience. At last, the researcher provides some advices to the theory and practice fields as future directions for the development of mobile game application advertisements.