- 期刊
廣告代言人吸引力、廣告情感訴求與玩家參與線上遊戲公測意圖
A Study of Intentions to Participating Online Game Open Beta Tests
摘要
在軟體開發過程中，測試具有整合設計和商業化的功能，一方面測試系統錯誤，進行遊戲發行前的修正，另一方面藉由玩家的參與，達成行銷遊戲的目的。綜觀國內線上遊戲市場，經常可見業者投入高額的廣告費用，設計廣告影片，聘請代言人大舉宣傳，招攬玩家參與遊戲公開測試。針對上述遊戲公測廣告之目的，本研究探討廣告代言人吸引力及廣告情感訴求對遊戲態度及參與遊戲公測行為意圖的影響。本研究採兩因子受試者間設計進行實驗室實驗，以線上遊戲「RO仙境傳說」為標的，製作不同代言人吸引力及情感訴求的遊戲公測廣告，並進行受試者線上遊戲涉入的操弄，共蒐集163個有效樣本。研究結果顯示：廣告代言人吸引力與廣告情感訴求會正向影響遊戲態度，遊戲態度對遊戲試玩意圖及回饋意見意圖具有正向影響，但廣告代言人吸引力與廣告情感訴求對公測遊戲態度的影響並不因線上遊戲涉入程度的不同而有顯著差異。
並列摘要
Purpose - This study examines the effects of endorser attractiveness and emotional appeal of advertisement on consumers' attitude toward advertised game and their intentions to participating the game's open beta test. Design/methodology/approach-This study adopts the two-factorial between-subjects approach to design a laboratory experiment that utilized RO as the advertised game. Differentiated traits of endorser attractiveness and emotional appeal are created by asking subjects to watch different advertisements, while the conditions of consumer involvement are manipulated by pretesting subjects and then randomly assigning them to appropriate groups. One hundred and sixty-three effective samples were obtained in our experiment. advertised game. Research limitations/implications-Future research may replicate our research with different online games and non-student informants in order to increase the external validity of our findings. Practical implications-Online game providers are suggested to adopt attractive endorsers and emotionally appealing advertisements to promote their products. By so doing, consumers' attitude toward advertised game will be enhanced, increasing their intentions to participating the game's open beta test. Originality/value-This research explores consumers' intentions of participating online game's open beta test, which has yet been extensively examined previously.