從選擇性注意力觀點探討產品置入型態與遊戲平台之廣告效果

由於行動遊戲具有目標導向的閱聽行為及易受外界環境干擾的特性，採用突出的產品置入所產生的廣告效果迥異於過往研究。本研究利用注意力控制和注意力負載理論探討玩家的選擇性注意力，並檢視產品置入型態在不同遊戲平台的廣告效果。本研究採三因子設計，並開發「撲克牌九九」遊戲以進行實驗操弄。研究發現，置入型態和遊戲平台對玩家的品牌回憶皆有顯著影響，但僅遊戲平台顯著影響產品置入態度；此外，產品置入態度與品牌回憶皆對品牌態度有正向影響。研究證實，在低知覺負載及高認知負載的遊戲中，突出的產品置入產生的品牌回憶較佳；而在手機遊戲進行產品置入所產生的品牌回憶低於電腦遊戲，但其產生的產品置入態度和品牌態度的效果則較佳。

關鍵字

產品置入；選擇性注意力；注意力控制；注意力負載；廣告效果

並列摘要

Due to goal-oriented attention and vunerability to environmental disturbances, mobile game players exhibit different advertising effects to prominence product placement design. Thus, this research drew on the theory of attentional control and the theory of attentional load to study game player’s selective attentional behaviors by examining the advertising effects of product placement strategies and gaming platform. This study adopted three-factors experimental design, and the treatments were manipulated through a customized card game. The analysis showed that both product placement strategies and gaming platform had significant impacts on brand recall. Yet, only gaming platform significantly affected attitude toward product placement. This study also found that both attitude toward product placement and brand recall positively influenced brand attitude. These findings corroberated our conjections that, in the digital game with low perceptual load and high cognitive load, (1) prominent product placement produces higher brand recall, (2) product placement produces inferior brand recall in mobile games than in computer games, and (3) product placement produces superior attitude toward product placement and brand attitude in mobile games than in computer games.