高低涉入性產品之網路遊戲式廣告設計元素探討

Abstract

本研究透過內容分析法，採用便利抽樣，蒐集市面上可見的遊戲式廣告230則，企圖了解設計元素、遊戲類型和設計變項出現之時間點，在遊戲式廣告上是否有不同的表現。 經文獻整理，一共歸納出訊息、圖片、音樂、動畫、尺寸、娛樂互動性、廣告訴求、誘因、資料蒐集、轉寄、遊戲類型等十一個遊戲式廣告設計變項，經過統計分析之後，發現十一個變項之中，僅有產品圖片、動畫、誘因和資料蒐集和遊戲是呈現顯著性的：其中高涉入產品較常使用動畫、商品性誘因、基本資料蒐集、冒險遊戲和運動遊戲；低涉入產品則較常使用產品圖片、動作遊戲和冒險遊戲。

This study investigated total 230 advergamings gathering from the Top 5 portal sites in Taiwan to examine the relationship between high / low involvement products and design elements with method of content analysis. It collated total 11 main design elements after reviewing literature, including the message, picture, sound, animation, size, ability of interaction and entertainment, appeal, incentive, data gathering, mail forward and game type. Result suggested that high involvement products are more likely to present animation, product-related incentives, adventure and sport-related game, as well as gather consumer data；Low involvement products are more likely to present product-related picture, as well as action and adventure-related game.