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系統識別號 U0026-2201201815333000
論文名稱(中文) The influence of Brand Placements in the online role-playing games: Levels of Placements, Explicit and Implicit Memory and Brand - Choice Behavior
論文名稱(英文) The influence of Brand Placements in the online role-playing games: Levels of Placements, Explicit and Implicit Memory and Brand - Choice Behavior
校院名稱 成功大學
系所名稱(中) 國際經營管理研究所
系所名稱(英) Institute of International Management
學年度 106
學期 1
出版年 107
研究生(中文) 范日玲
研究生(英文) Nhat Linh Pham
學號 RA6057159
學位類別 碩士
語文別 英文
論文頁數 84頁
口試委員 指導教授-陳正忠
召集委員-王鈿
口試委員-張巍勳
中文關鍵字 none 
英文關鍵字 Brand Placements  Congruence  Modality  Proximity  Explicit Memory  Implicit Memory  Brand Choice Behavior  Brand Feeling  Online- Role Playing Game. 
學科別分類
中文摘要 none
英文摘要 Nowadays, with the development of technology, advertising industry are in the golden era of making revenue and benefit, especially for on-line game. This research tries to investigate the effectiveness of brand placements put inside the game, followed by explicit and implicit memory test. Two studies are set up and carried out, study I focus on the modality (audio vs visual) and study II focus on brand proximity (focal vs peripheral) and brand congruence ( congruent vs incongruent). The results show that audiovisual >audio>visual in term of better memory for both explicit and implicit. Surprisingly, explicit memory will be better for incongruent brand and implicit memory, conversely, better for congruent brand. And brand feeling will be more positive if those brands which participants remembered belong to implicit memory and more negative if those brands related to explicit memory.
論文目次 TABLE OF CONTENTS
ABSTRACT I
ACKKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES VI
LIST OF FIGURES VIII
CHAPTER ONE INTRODUCTION 1
1.1 Advertising and Game Industry. 1
1.2 Research Objective. 4
1.3 Research Flow. 4
1.4 Research Question. 5
CHAPTER TWO LITERATURE REVIEW 6
2.1 Brand placements. 6
2.1.1 Definition. 6
2.1.2 Classification. 8
2.2 The Limited - Capacity Theory. 10
2.3 Explicit Memory. 14
2.4 Implicit Memory. 15
2.5 Product Placement Proximity. 16
2.6 Game Product Congruity. 19
2.7 Modality. 23
2.8 Moderating Role of Gamer Experience. 27
2.9 Brand Choice Behavior. 30
CHAPTER THREE RESEARCH DESIGN AND METHODOLOGY 34
3.1 Research Model. 34
3.2 Study I. 37
3.2.1 Stimulus Materials. 39
3.2.2 Pretest. 39
3.3 Study II. 43
3.3.1 Dependent Measures (for both Study 1 and 2). 46
3.3.2 Stimulus Materials. 47
3.3.3 Pretest. 47
3.3.4 Procedure. 48
3.3.5 Main Experiment. 49
CHAPTER FOUR RESEARCH RESULTS 50
4.1 Pretest Results. 50
4.1.1 Respondents’ Characteristics. 50
4.1.2 Manipulation Check. 51
4.2 Main Effect and Finding. 55
4.2.1 Respondent’s Descriptive. 55
4.2.2 Manipulation Check. 56
4.2.3 Descriptive Statistics Results. 57
CHAPTER 5 67
5.1 Conclusion 67
5.2 Theoretical Contributions. 69
5.3 Managerial Implications. 70
5.4 Research Limitation and Suggestion for Future Research. 71
REFERENCES 73
APPENDIX 79
Appendix 1: Study I: Scenario 1 Audio Visual. 79
Appendix 2: Study II: Scenario 4 Peripheral_ Incongruent. 81

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