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| 篇名 |
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
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| 並列篇名 |
The Effects of Self-Construal and Product Involvement on Brand Personality in e-Sport |
| 作者 |
Chia-Wen Lee (Chia-Wen Lee)、Ling Wang (Ling Wang)、Timothy K. Mantz (Timothy K. Mantz) |
| 中文摘要 |
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。 |
| 英文摘要 |
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. |
| 起訖頁 |
1-14 |
| 關鍵詞 |
自我構念、產品涉入、品牌個性、電子遊戲、產品置入、Self-construal、product involvement、brand personality、video game、product placement |
| 刊名 |
休閒與社會研究 |
| 期數 |
201512 (12期) |
| 出版單位 |
一森國際有限公司
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