||An Empirical Study of the Influence of Game-Advertisement Cues on Willingness to Pay
||Department of Business Administration (on the job class)
In the last several years with the explosive growth of internet’ the marketing channels have completely changed. More and more companies want a chance to access new markets through the internet. But how can web site design keep customers shopping on this web? This is a primary issue. And, the previous-research always focus the importance of the flow of web. But, they don’t explanatory how to do?
The purpose of this research explains one method that explores multimedia factors that attract and keep customer’s eye. First, author funded the key factors from previous paper research were found. Then, according these factors various multimedia is employed to test the construct. This led to the question：What factors of multimedia can influence a customer’s willingness to pay? A game-advertisement was therefore created to exam the construct and supply scholars and enterprise with a possible means of advertising.
The paper separates two main parts：The first part, reviews previous literature to find a appropriate construct；For example, social content, game-advertisement content and game-advertisement image etc. The second part, a game-advertisement was formulated to empirically measure the end users attitudes and emotion. According to the results, social content, game-advertisement content and game-advertisement image have a positive influence on perceived emotion. Furthermore, the perceived emotion has a positive influence on consumer willingness to pay. Data was collected from one hundred and eighty undergraduate students at National Cheng-kung University, Tainan, Taiwan are used as the sample for this study.
At last, this study explains the appropriate case for future research. Thus, the future researcher can understand easily what leads people to pay (or not pay) for online content. The fact is that the Internet provides a competitive and multiple arenas with low barriers.
Keywords: Emotion Response, Game-Advertisement, Multimedia, and Web Design.
TABLE OF CONTENT
誌 謝 iii
CHAPTER ONE Research Motivation 1
1.1 Research Background and Motivation 1
1.2 Research Objectives 3
1.3 Research Procedure 4
1.4 The Organization of the Paper 6
CHAPTER TWO LITERATURE REVIEW 7
2.1 Advertisement on the Internet 7
2.2 Literature Review 10
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 14
3.1 Research Design 14
3.2 Conceptual Model and Research Hypotheses15
3.3 Data Collection and Sampling Design 18
CHAPTER FOUR RESEARCH ANALYSIS AND RESULTS 24
4.1 Descriptive Statistic Analysis 24
4.1.1 Central Count 24
4.1.2 Variance Count 24
4.1.3 Skewed and Kurtosis 24
4.2 Item Analysis 30
4.3 Reliability and Validity 32
4.3.1 Social Content 33
4.3.2 Game-Advertisement Content 35
4.3.3 Game-Advertisement Image 37
4.3.4 Perceived Emotion 39
4.3.5 Willingness to Pay 41
4.4 Regression Analysis 43
CHAPTER FVIE CONCLUSION AND SUGGESTIONS 46
5.1 Conclusion of Research 46
5.2 Suggestion of Research 48
5.3 Managerial Implications 49
5.4 The Future Research Suggestion 50
Apex-1：Game-Advertisemnet Questionnaire 55
Apex-2：Chinese Game-Advertisement Questionaire 60
Apex-3：Game-Advertisement Fire Boy (Keep Food) 67
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