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系統識別號 U0026-0812200914152678
論文名稱(中文) 遊戲式廣告線索對購買意願的影響之實證研究
論文名稱(英文) An Empirical Study of the Influence of Game-Advertisement Cues on Willingness to Pay
校院名稱 成功大學
系所名稱(中) 企業管理學系專班
系所名稱(英) Department of Business Administration (on the job class)
學年度 96
學期 2
出版年 97
研究生(中文) 陳慶福
研究生(英文) Ching-Fu Chen
電子信箱 r4795124@mail.ncku.edu.tw
學號 r4795124
學位類別 碩士
語文別 英文
論文頁數 73頁
口試委員 口試委員-李國瑋
指導教授-蔡明田
口試委員-李勇輝
中文關鍵字 網路設計  多媒體  遊戲式廣告  情感反應 
英文關鍵字 Game-Advertisement  Emotion Response  Multimedia  Web Design 
學科別分類
中文摘要 中文摘要
隨者網路的爆炸性成長,整個行銷通路也有根本性的變動,越來越多的企業想藉由網路這個通路來打開新的市場或新的契機。而網站的設計方法卻有千千百百種如何讓消費者停留在單一網站,並流覽網站上的內容進一步購物,已成為網路行銷的最重要的課題。一般來說企業的首頁網站內容大都會呈現或敘述企業的理念、產品與相關資訊等等,但那只是單方面的對消費者做平面的傳銷,沒有辦法與消費者互動。因此,現在網站的內容在設計時大都會希望有互動式的內容出現。而多媒體動畫是近幾年盛行的作法。
本論文的目的在探討多媒體動畫在設計時所需要的元素,首先,作者先藉由文獻探討中找出相關的關鍵元素再藉由相關的元素來設計一個與企業產品有連結的動畫做實證研究,進一步了解是何種動畫元素會影響消費者對產品的認知進一步購買該產品。以期望提供學界與業界一個往後研究參考的依據。
本論文包含兩個部份:第一部份以文獻探討為基礎,從早前研究者的文獻中找出一個適當的架構。如:社會知覺、動畫內容、動畫影像與知覺反應等。第二部份則是實作一個遊戲式廣告動畫作實證研究,再測量受訪者的感受來驗證先前所設計的架構是否正確。在經過整個研究過程後,可以從結果知道社會線索、廣告遊戲的內容和廣告遊戲的影像對受訪者的知覺反應有正向反應。而受訪者的知覺反應對受訪者的購買意願也有正向的關聯。
最後,這篇論文提出了一個適當的案例給未來的研究。因此未來的研究可以更容易的了解甚麼樣的線上內容會吸引消費者。這也說明了網路提供一個低進入障礙且多樣的競爭環境。








關鍵字:情感反應、遊戲式廣告、多媒體、網路設計。
英文摘要 Abstract
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.
論文目次 TABLE OF CONTENT
Page
中文摘要 i
Abstract i
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
REFERENCE 51
APPENDIXES 55
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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