The Effects of Self-Construal and Product Involvement on Brand Personality in e-Sport Advergames

自我構念、品牌涉入對於品牌個性的影響－以e-Sport遊戲置入為例

李嘉文(Chia-Wen Lee) ； 王泠(Ling Wang) ； Timothy K. Mantz

《休閒與社會研究》 12期 (2015/12) Pp. 1-14

摘要

本研究主要目的是探討在e-Sport遊戲置入品牌時，自我構念與產品涉入對於品牌個性所造成的影響。針對美國與台灣大學生實施前後的問卷測驗，回收的有效問卷141份。本研究結果顯示，自我構念對於品牌個性在e-Sport遊戲置入中達顯著差異，互動型自我構念玩家呈現正面較多的品牌個性變化，相較於獨立型自我構念玩家。

關鍵字

自我構念 ； 產品涉入 ； 品牌個性 ； 電子遊戲 ； 產品置入

並列摘要

This study explores the effect of advergames on brand personality and investigates the role of self-construal and product involvement in the effect of racing advergames on brand personality. A total of 141 participants from the United States and Taiwan completed pre- and post-test questionnaires relating their game feeling and attitude toward brand before and after playing the racing game. The results revealed that self-construal on brand personality in advergames. Gamers with interdependent self-construal reported a greater influence on brand personality than gamers with independent self-construal.

並列關鍵字

Self-construal ； product involvement ； brand personality ； video game ； product placement