網路遊戲式廣告對廣告態度與廣告溝通效果之影響

Abstract

網際網路兼具娛樂、互動、超鏈結的功能，成為一個新興的行銷媒體，網路的使用率比起其他媒體有明顯的成長，網際網路已成為第二大媒體；在訊息的呈現方面也增加多媒體的設計型態，其中「遊戲式廣告」更是增加了上網人口的感官刺激。從全球遊戲產值蒸蒸日上的景況看來，透過遊戲式廣告行銷，達成品牌、產品與消費者的互動、溝通，會形成行銷的必然趨勢。但許多廣告主對線上消費者感到陌生，甚至懷疑網路廣告的效果，因此如何消除廣告主因為不熟悉而卻步，並協助他們認識新媒體的消費群與廣告效益，才是目前網路廣告產業所面臨的最大挑戰。

本研究欲了解遊戲式廣告的優勢，回顧國內外廣告表現方式的文獻，來整理歸納出網路遊戲式廣告必須具備的元素，試圖發展遊戲式廣告的設計原則；並實際運用個案分析與質性的焦點團體座談，進一步歸納出遊戲式廣告的類型，以及何種類型的產品適合何種廣告設計；了解遊戲式廣告必備元素與設計原則在對於網路使用者及消費者的廣告態度和廣告效果所產生的影響。結果發現遊戲式廣告符合相互中介說的模式，廣告態度和品牌態度是相互影響的因果關係，而關係的強弱視消費者和情境而定；而消費者在使用過遊戲式廣告後其品牌態度都有喜好程度上正向的改變；而設計精美、有質感或是受測者本身就喜歡的產品，遊戲式廣告使用後對於產品喜好程度的增加愈明顯，但對於直接的銷售則要看產品類型以及是否有直接的優惠；對於低關心度的商品，遊戲式廣告也是增加產品印象，進而達到銷售目的的一個好的行銷手法。

Because the utility rate of the network is so obvious as to grow up, the internet network has already become the second leading media ; Information presents the design that the way increases the multimedia too, among them 'Advergaming' has increased the stimulus to the sense organ of the network user especially. By the look of situation of the global game with more and more prosperous output value, pass game type advertising marketing, reach the brand , products with consumers' interaction , communicate , will form the inexorable trend of marketing.

This research wants to understand the advantage of 'Advergaming', review documents that the domestic and international advertisement displays the way, to put in order and sum up the element which must possess in 'Advergaming', attempt to develop the design principle of it; And use the case to analyses that have an informal discussion with quality focus group actually, sum up the type of the 'Advergaming', and what kind of products are suitable for any advertisement designs. The conclusion that 'Advergaming' accorded with the hypothesis that the mutual intermediary spoke, advertising attitude and brand attitude were the causality of influencing each other, and the power of the relation depends on consumer and situation; Design exquisitely, have products liked of the feel or the persons who are examined, the more obvious the increase fond of the degree to the products after used the 'Advergaming', type of the products that but depend on to direct sale and having direct preference.