探討行動廣告遊戲對玩家品牌購買意圖及再玩意圖之影響

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姓名

葉書瑜(Yeh-Shu Yu) 查詢紙本館藏

畢業系所

資訊管理學系

論文名稱

探討行動廣告遊戲對玩家品牌購買意圖及再玩意圖之影響
(Exploring Mobile Advergame’s Influence on Players’ Brand Purchase Intention and Replay Intention)

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至系統瀏覽論文 (2025-7-1以後開放)

摘要(中)

本研究關注行動廣告遊戲為品牌商所帶來之效益與對玩家產生的影響，探討過程中納入心流理論作為研究主軸，用以說明玩家在進行行動廣告遊戲時所體驗之心境。目的在於了解玩家因遊玩行動廣告遊戲過程中經歷心流，是否影響其對於品牌的態度、購買意圖與再次遊戲的意願。以使品牌商對於行動廣告遊戲之行銷方式有更多的認識。本篇問卷資料分析以偏最小平方法進行分析，以驗證研究模型與假說，經分析後有以下發現：
1. 心流體驗會正向影響玩家對於品牌之態度。
2. 心流體驗會正向影響玩家對於品牌之購買意圖。
3. 心流體驗會正向影響玩家再玩意圖。
4. 正向積極的品牌態度會正向影響品牌購買意願。
根據上述對於行動廣告遊戲之發現，提供品牌商在制定推廣策略時，能考量運用行動廣告遊戲此類具創新且新穎的工具，以將遊戲玩家轉為自身品牌的消費者，進而達營銷效益。

摘要(英)

This study focuses on exploring the benefits of mobile advergames for brand owners and its impact on players. In this study, flow theory is included as a key factor to explain players’ mind during the game. The purpose is to understand whether player’s flow experience during the mobile advergames will influence their purchase intention and game replay intention. The result will make brand owners aware of the advantage of mobile advergame and its benefits.
The questionnaire data is analyzed by partial least squares method to verify the research model and hypothesis. The results have the following finding:
1. Flow experience will positively affect players’ attitude toward the brand.
2. Flow experience will positively affect players’ purchase intention.
3. Flow experience will positively affect players’ replay intention.
4. A positive brand attitude will positively affect brand purchase intention.
Base on the above findings on mobile advergames, providers can take advantage of this kinds of innovative tools to promote their brand. Therefore, they can turn mobile advergames’ gamers into customers, and make brand achieve benefits.

關鍵字(中)

★ 心流體驗
★ 品牌態度
★ 購買意圖
★ 廣告遊戲

關鍵字(英)

★ Flow Experience
★ Brand Attitude
★ Purchase Intention
★ Advergame

論文目次

摘要 i
Abstract ii
圖目錄 iv
表目錄 v
一、緒論 1
1-1. 研究背景與動機 1
1-2. 研究目的 3
1-3. 論文架構 3
1-4. 研究流程 4
二、文獻探討 5
2-1. 廣告遊戲 (Advergame) 5
2-2. 心流體驗 (Flow Experience) 6
2-3. 假說推論 10
2-4. 品牌態度與購買意圖 (Brand Attitude and Purchase Intention) 12
三、研究方法 13
3-1. 研究架構 13
3-2. 研究假說與研究設計 14
3-3. 研究對象與研究工具 16
3-4. 資料分析方法 19
四、資料分析與討論 20
4-1. 前測分析 20
4-2. 問卷資料收集 22
4-3. 檢驗測量模型 24
4-4. 檢驗結構模型與假說檢定 27
五、研究結論與建議 30
5-1. 研究結論 30
5-2. 研究貢獻與實務意涵 31
5-3. 研究限制與未來研究方向之建議 32
六、參考文獻 34
附錄研究問卷 41

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指導教授

周惠文

審核日期

2020-7-6

推文