互動廣告之體驗效益評估

科技環境的快速成長下，傳統廣告行銷模式隨著市場的變動日漸式微，近幾年在體驗行銷思維下，廣告商也開始發展各式各樣的行銷手法，為了促進消費者主動參與廣告，達到行銷溝通的目的，遊戲化元素成為開發時的考量因素之一；遊戲化應用範圍不只侷限於廣告和產品中，更擴及於服務和教育等，也為生活、思考、行銷等層面帶來了更多吸引人參與的樂趣與魅力。本研究目的以遊戲經驗及體驗行銷理論來評估互動廣告，首先利用案例分析及文獻探討針對互動廣告和遊戲化的策略與方法進行探究，並定義互動廣告與遊戲化概念和範疇，接著蒐集全球最大趨勢創新網站《Trend Hunter》上45支互動廣告樣本，使用多元尺度法、集群分析及K平均數集群進行互動廣告樣本分群與專家深度訪談為互動廣告分類作命名並加以篩選出互動廣告代表性樣本，用以設計遊戲經驗問卷及體驗行銷策略模組問卷進行量測互動廣告遊戲經驗及體驗行銷評價，探討六種不同形式的互動廣告對參與者之遊戲經驗程度差異及評鑑各互動廣告的體驗層面。研究結果獲得互動廣告的六大分類(公共議題型、贈品回饋型、行動裝置型、意外衝擊型、生活日常型、裝置藝術型)以及針對每項分類的互動廣告進行體驗效益的評估；研究發現，贈品回饋型與公共議題型互動廣告為參與者最喜愛的廣告類型，從中檢視不同的脈絡與意義，並進一步瞭解互動廣告遊戲經驗與遊戲化設計的關聯與發展及其相關設計概念在互動廣告領域中的應用。

關鍵字

互動設計；互動廣告；遊戲經驗問卷；遊戲化；體驗行銷

並列摘要

The continuous progress of information technology caused traditional mode of advertising had been at a disadvantage. In recent years, to achieve the purpose of experiential marketing, advertisers have started to develop a wide range of marketing techniques to persuade consumers to activly participate in marketing activities. For example, ”Gamification” has been one of marketing techniques. Gamification is not only limited to advertising and products, but also extended to services and education which getting more audiences’ participation and attraction. The purpose of this study is to assess interactive advertising with Game Experience Questionnaire and Experiential Marketing Model. The research methods include Case Analysis Methods and Literature Review. Applying inquiry is to explore the strategies of the interaction and gamification conceptions in interactive advertisings. 45 interactive advertising samples collected from the largest website in the world “Trend Hunter”, are grouped by the methods compring Multidimensional Scaling, Cluster Analysis and K-mean Cluster method. The six groups of interactive advertising was named through the in-depth interview with specialists and the representative samples were choosen from thm. The questionnaires including game experience questionnaire and experiential marketing questionnaires were developed to evaluate participants’ game experience and experience toward interactive advertisings. The results indicated that interactive advertisings could alssified to six categories: public issues, feedback, mobile, accidental impact, daily life and installation art. Participants are most interested in feedback interactive advertisement and public issues interactive advertisement. The concludion yields the connection and meanings between marketing experience and gamification in interactive advertisements.