手機遊戲內影音廣告類型與廣告內容之影響

Effects of the Types and Contents of Video Advertisements in Mobile Games

手機遊戲現為廣告商投放廣告的重要媒介，且獨立一則影音廣告的置入已是趨勢。本研究以實地實驗法，與獨立遊戲開發業者合作設計兩款新手機遊戲並上架至Google Play 商店，檢視遊戲內影音廣告的類型、廣告內容對廣告效果之影響。結果發現：在玩家觀看廣告之前，獎勵型廣告（相較於允許型）有效促成觀看決策和遊戲態度，且效果在失敗（相較於勝利）的遊戲結果時更強烈；在觀看廣告之後，廣告類型（獎勵型／允許型／插播型）與廣告內容（劇情版／真實版／混合版）會透過好奇心的機制，進而影響產品態度和下載意願。本研究提出一個觀看前、後兩階段提升廣告效果的完整架構，豐富資訊缺口理論的內涵，並凸顯好奇心在手遊廣告的重要；結果可供業者製作遊戲內廣告及選擇置入時機時之參考。

Mobile games are now important media on which advertisers or brands will place advertisements. Placing an independent in-game video advertisement which covers the interface without being incorporated into the game has become a trend. This study conducts two field experiments to examine the effects of different types and contents of in-game video advertisements. We collaborate with a local mobile game developer and release two experimental games on Google Play Store. The results show that before players view the advertisements, the appearing of reward-based advertisements affect players more than permission-based ones, and effectively facilitate players’ viewing decisions and attitudes toward the game (i.e., the media host). This effect is stronger under the condition of failed (vs. successful) game outcomes. After players view the advertisements, different advertisement types (reward-based advertisements vs. permission-based advertisements vs. interstitial advertisements) and advertisement contents (dramatized versions vs. real game scenes vs. mixed versions) will evoke different levels of curiosity and affect players’ attitudes and download intentions toward the advertised games. This study proposes a holistic framework for improving the advertising effects before and after players view the commercials; enriches the information gap theory; and emphasizes the importance of curiosity in the context of mobile game advertisements. The results provide important suggestions for practitioners about designing in-game advertisements and selecting the appropriate timing to place them.