電玩遊戲的置入行銷對玩家記憶效果之研究

電玩已是年輕一代的主要休閒娛樂，本研究主要探討電玩遊戲中的產品置入或品牌置入是否會影響玩家對產品或品牌的記憶效果。將電玩遊戲置入型態分成兩大類：明顯式置入與隱含式置入，並使用記憶效果衡量置入行銷的效果。記憶效果亦分成兩部份探討：外顯記憶與內隱記憶。研究結果顯示：（1）在外顯記憶上，明顯式置入行銷比隱含式置入行銷有較顯著的影響效果；（2）在內隱記憶部份，隱含式置入行銷比明顯式置入有較顯著的影響效果。本研究探討新手玩家對電玩的置入行銷的記憶效果，所以實驗物件對於實驗中的遊戲皆爲初次體驗。實驗結果的結論：明顯式置入行銷可有效地增加產品的識別度；隱含式置入行銷可增強消費者的內隱記憶，進一步影響消費者的購買意圖。

關鍵字

置入行銷；外顯記憶；內隱記憶；電玩遊戲

並列摘要

Video game has become major entertainment activity to young generation. Product placement is a fast-growing practice in games. This study investigated the effectiveness of product placement in game by testing participants' brand memory along with two types of product presentation (prominent and subtle placement). Memory measures are composed with explicit and implicit memory. The results indicated that the subtle placement had lower level of explicit memory than prominent placement. On the other hand, it has greater effect on players' implicit memory than the prominent placement. The results showed that the prominent placement effectively increases brand awareness and the subtle placement has positive effects on the participants' implicit memory and may further influence consumers' purchase decision.

並列關鍵字

Product placement ； Explicit memory ； Implicit memory ； Video games

參考文獻

Balasubramanian, Siva K.,Karrh, James A.,Patwardhan, Hemant(2006).Audience Response to Produce Placements: An Integrative Framework and Future Research Agenda.Journal of Advertising.35,115-141.

Google Scholar

Brennan, Stacey,Rosenberger III,Philip J.,Hementera, Veronica(2004).Product Placement in Movies: An Australian Consumer Perspective on their Ethicality and Acceptability.Marketing Bulletin.15,1-16.

Google Scholar

Chaney, Isabella M.,Lin, Ku-Ho,Chaney, James(2004).The Effect of Billboards within the Gaming Environment.Journal of Interactive Advertising.5(1),54-69.

Google Scholar

d''Astous, A.,Séguin, N.(1999).Consumer Reactions to Product Placement Strategies in Television Sponsorship.European Journal of Marketing.33,896-910.

Google Scholar

d''Astous, A.,Chartier, F.(2000).A Study of Factors Affecting Consumer Evaluations and Memory of Produce Placements in Movies.Journal of Current Issues and Research in Advertising.22(2),31-40.