2017年上半年台灣遊戲人口有80%是手機遊戲玩家，遊戲類型應用程式是消費者最願意付費的類別。2017年遊戲內廣告調查指出，免費遊玩的手遊中有58%出現的遊戲內廣告為獎勵型影音廣告(其為現今最受歡迎的廣告形式)、38%為非獎勵型的影音廣告，獨立一則影音廣告置入於手機遊戲內已是趨勢，且置入廣告的收入佔總遊戲收入的三分之一。對手遊開發商而言，使用何種廣告類型能在賺取廣告費的同時，降低對遊戲態度(媒體主)的傷害；對廣告商而言何種手遊廣告類型與內容能喚起玩家好奇、進而下載遊戲，成為業者置入、製作廣告時的重要課題。
本研究以實地實驗法進行兩項實驗，與手機遊戲製作商《海參鮑魚獨立遊戲工作室》合作，實際設計兩款新手機遊戲並上架至Google Play商店，檢視新型態的廣告類型(獎勵型/允許型)對於玩家觀看決策、遊戲態度之影響，及遊戲結果的干擾作用；其次，檢視當玩家觀看廣告後，廣告類型(獎勵型/允許型/插播型)和廣告內容(劇情版/真實版/混合版)對於廣告遊戲之產品態度和下載意願的影響，並釐清是否透過好奇心機制，影響產品態度、下載意願，廣告類型與內容是否存有互動效果。實驗結果證實：獎勵型廣告可提升觀看決策和遊戲態度，且效果會被失敗的遊戲結果強化；另外，好奇心會中介廣告類型和廣告內容對於產品態度、下載意願的效果，且廣告類型與廣告內容對於好奇心的互動效果顯著。
本研究以廣告類型為主軸，提出一個觀看前、後兩階段提升廣告效果的完整架構，更清楚釐清玩家廣告觀看決策與反應的過程，同時加入遊戲態度作為應變數，釐清置入對置入媒介的影響，並補足遊戲結果的情境干擾作用。另外，增加資訊缺口理論在手遊廣告的應用，創新地以遊戲廣告內容的不同呈現手法，操弄「已知道資訊量」的程度，加上獎勵誘因之有無對「想知道資訊量」之影響，有助於填補影響資訊缺口大小之因素及好奇心效果的了解。研究結果可供相關業者製作廣告內容、選擇廣告類型、及不同時機置入不同訊息量廣告之重要參考。

In the first half of 2017, 80% of Taiwan’s gamer population comprised mobile gamers, and game-based applications were the category that consumers were most willing to pay for. According to the report of the “In-Game Advertising Survey 2017,” rewarded video advertisements are now the most popular advertising technique, used by 58% of free-to-play games, compared to non-rewarded video advertisements and banners. It is a trend wherein video advertisements whose occurrence is independent of the game content are placed in mobile games. The revenue from placing advertisements accounted for one-third of the total game revenue. Therefore, for application developers, the type of advertisements which can be used to reduce the damage to the player’s gaming attitude, while also earning advertising fees, has become an important issue. For advertisers, how different types of advertising strategies and content to promote the advertised products (usually other mobile games) during gameplay can successfully attract consumers, generate curiosity, and thereby lead to game downloads, is an important issue when designing advertisements.
This study conducted two field experiments; it collaborated with a mobile game developer, HandsomeBoy Indie Game studio, to develop two new mobile games and publish them on the Google Play store. The impact of different types of video advertisements (reward-based advertisements vs. permission-based advertisements) on players’ viewing decisions and attitudes toward the game (i.e., the media host) and whether this effect was moderated by the game outcome were investigated. Additionally, it investigated the effects of advertisement types (reward-based vs. permission-based vs. interstitial advertisements) and advertisement content (dramatic vs. game-scene vs. mixed version) after the players viewed the advertisement. Specifically, it explored the impact of advertisement types and advertisement content on the attitudes and download intentions toward the advertised game, examined the internal mechanism of eliciting curiosity, and tested whether advertisement types interacted with advertisement content to affect curiosity. The results of the experiments showed that reward-based advertisements improved players’ viewing decisions and attitudes toward the game, and this effect was strengthened under the condition of failed (vs. successful) game outcomes. Additionally, player curiosity mediated how advertisement types and content affect the attitudes and download intentions toward the advertised game. The interaction effect between advertisement types and advertisement content on curiosity was significant.
This study examined the impact of different types of in-game video advertisements. It proposes a complete framework to improve the advertising effectiveness before and after players view the advertisement, which clarifies the process of players’ advertisement viewing decisions and reactions. At the same time, the attitude towards the game was considered as the dependent variable, which helped to clarify the impact of placements on the media host. This study contributes to our understanding of the situational moderating effect of the game outcome. In addition, it expands the application of the information gap theory to mobile game advertisements. It innovatively demonstrates that different presentations of the advertisement content affect “what people already know,” and incentives provided by the specific advertisement type affect “what people want to know.” It adds to the understanding of the factors that affect the level of information gap and curiosity. The results of this study also provide important suggestions to practitioners about designing in-game advertisements, selecting the advertisement type, and placing advertisements with different amounts of information at the appropriate timing.

論文審定書　i
誌謝　ii
摘要　iii
Abstract　iv
目錄　vi
圖次　viii
表次　ix
第壹章 緒論 1
第一節 研究背景 1
第二節 研究動機 6
第三節 研究問題 10
第四節 研究目的 11
第貳章 文獻探討 13
第一節 遊戲內廣告 13
第二節 允許型及獎勵型手機廣告 16
第三節 遊戲結果之於遊戲內廣告 20
第四節 好奇心與資訊缺口理論 22
第參章 研究架構與假說推論 28
第一節 研究架構 28
第二節 研究假說 29
第肆章 實驗一 37
第一節 研究方法 37
第二節 分析結果 42
第三節 討論 55
第伍章 實驗二 58
第一節 研究方法 58
第二節 分析結果 64
第三節 討論 84
第陸章 結論與建議 89
第一節 研究發現與討論 90
第二節 理論意涵 95
第三節 實務建議 100
第四節 研究限制與未來研究方向 103
參考文獻 107
中文文獻 107
英文文獻 109
附錄一 前測問卷 116
前測一問卷 116
前測二問卷 118
附錄二 正式實驗問卷 121
實驗ㄧ問卷 121
實驗二問卷 124
附錄三 實驗ㄧ遊戲APP及遊戲APP內廣告 128
附錄四 實驗二遊戲APP及遊戲APP內廣告 132

一、中文文獻
Mia (2017年4月18日)。什麼樣的廣告讓手機 APP 用戶欲罷不能？獎勵型影音廣告崛起的秘密。INSIDE。取自https://www.inside.com.tw
Yahoo!奇摩(2017)。2017年Yahoo奇摩電玩大調查。2017電玩白皮書完整報告。取自http://yahoo-emarketing.tumblr.com/tagged/研究報告。
李易鴻(2015)。2015台灣數位遊戲市場大調查-春季版。資策會MIC之產業報告。資策會產業情報研究所。
李易鴻(2016)。2016 台灣遊戲市場白皮書。資策會MIC之ITIS專題研究報告。資策會產業情報研究所。
周軒逸(2010)。口袋中的最佳銷售員：簡訊前導廣告之效果(博士論文)。取自https://hdl.handle.net/11296/2rhsd7
周軒逸、練乃華(2012)。當簡訊遇上前導:品牌熟悉度、互動性、個人化、誘因之好奇效果。臺大管理論叢，23(1)，239-267。
周軒逸、練乃華(2016)。品牌、代言人熟悉度於前導廣告效果之探討。管理評論，35(4)，1-29。
林慧斐(2014)。聽覺與視覺置入一致性對行動廣告回憶與態度效果之探討。資訊社會研究，27，58-89。
胡克祖(2005)。好奇心的理論述評。遼寧師範大學學報(社會科學版)，28(6)，49-52。
范慧宜(2016)。2016台灣遊戲產業發展趨勢及商機。財團法人商業發展研究院之研究報告。財團法人商業發展研究院。
梁直青、陳柏亘、陳建勛、蕭名傑、林雅萍(2014)。排隊隊形與人數影響消費者等候意願之探究-以虎尾鎮知名路邊攤小吃為例。行銷評論，11(4)，309-339。
黃世民(2011)。以行動通訊做為廣告媒體的創新經營模式－以獎勵式行動廣告及適地性行動廣告為例(碩士論文)。取自https://hdl.handle.net/11296/c63z3s。
楊美雪、朱家瑩(2016)。使用者風險認知對遊戲類 In-App 廣告點擊意願影響之研究。人文社會科學研究，10(2)，1-20。
臺北市數位行銷經營協會(2018)。2017年台灣台灣數位廣告量統計報告。臺北市數位行銷經營協會之研究報告。台北市：臺北市數位行銷經營協會。
謝沛儒(2017)。誰說女生不會打電動？女性手遊市場興起。EOLembrain東方快線研究部之研究報告。EOLembrain東方快線。
 
二、英文文獻
Agarwal, R., & Karahanna, E. (2000). Time Flies When You're Having Fun: Cognitive Absorption and Beliefs about Information Technology Usage. MIS Quarterly, 24(4), 665-694.
App Annie. (2017). Top Apps By Revenue - iOS & Google Play Combined. Retrieved from https://www.appannie.com/indexes.
App Annie. (2018). Mobile Gaming Extends Its Lead: Gaming Spotlight 2017 Review. Retrieved from https://www.appannie.com/indexes
Berlyne, D. E. (1954). A Theory of Human Curiosity. British Journal of Psychology, 45(3), 180-191.
Brawise, P., & Strong, C. (2002). Permission-based Mobile Advertising. Journal of interactive Marketing, 16(1), 14-24.
Bruner, G. C., & Kumar, A. (2000). Web Commercials and Advertising Hierarchy-of-Effects. Journal of Advertising Research, 40(1-2), 35-42.
Carroll, A., Barnes, S. J., Scornavacca, E., & Fletcher, K. (2007). Consumer Perceptions and Attitudes towards SMS Advertising: Recent Evidence from New Zealand. International Journal of Advertising, 26(1), 79-98.
Chadha, R. (2017a). The Native App May Be Killing the Mobile Web in Asia-Pacific. Retrieved from https://www.emarketer.com.
Chadha, R. (2017b). Mobile App Users Warm to Rewarded Video, Playable Ads. Retrieved from https://www.emarketer.com.
Chang, Y., Yan, J., Zhang, J., & Luo, J. (2010). Online In-Game Advertising Effect: Examining the Influence of a Match Between Games and Advertising. Journal of Interactive Advertising, 11(1), 63-73.
Chartboost. (2016). How 4 Mobile Game Developers Are Winning at Rewarded Video Ad Placement. Retrieved from https://www.chartboost.com.
Choi, Y. K., Lee, S. M., & Li, H. (2013). Audio and Visual Distractions and Implicit Brand Memory: A Study of Video Game Players. Journal of Advertising, 42(2-3), 219-227.
Chou, H. Y., & Wang, S. S. (2016). The Effects of Happiness Types and Happiness Congruity on Game App Advertising and Environments. Electronic Commerce Research and Applications, 20, 1-14.
Cronbach, L. J. (1951). Coefficient Alpha and Internal Structure of Tests. Psychometrika, 16(3), 297-334.
DeltaDNA. (2016). Ad Survey Results. An In-depth Study of In-Game Advertising. Retrieved from https://deltadna.com.
DeltaDNA. (2018). In-Game Advertising Study 2017: Developers Now See ADs as An Important Monetization Opportunity. Retrieved from https://deltadna.com.
Drossos, D., Giaglis, G. M., Lekakos, G., Kokkinaki, F., & Stavraki, M. G. (2007). Determinants of Effective SMS Advertising: An Experimental Study. Journal of Interactive Advertising, 7(2), 16-27.
Freud, S. (1905). Three Essays on the Theory of Sexuality. Germany.
Gardner, M. P. (1985). Mood States and Consumer Behavior: A Critical Review. Journal of Consumer Research, 12(3), 281-300.
Ghosh, T. (2016). Winning Versus not Losing: Exploring the Effects of In-Game Advertising Outcome on its Effectiveness. Journal of Interactive Marketing, 36, 134-147.
Hayes, A. F. (2017). Introduction to mediation, moderation, and conditional process analysis: A regression-based approach. Guilford Publications.
Hebb, D. O. (1955). Drives and the CNS (conceptual nervous system). Psychological Review, 62(4), 243-254.
Hornikx, J., & Mulder, E. (2015). The curiosity-evoking capacity of foreign languages in advertising. Dutch Journal of Applied Linguistics, 4(1), 59-66.
Hunt, J. McV. (1963). Motivation Inherent in Information Processing and Action. In O. J. Harvey (Ed.), Motivation and social interaction: The cognitive determinants (pp. 35-94). New York, NY: Ronald Press.
James, .W. (1950). The Principles of Psychology. New York, NY.
Jun, J. W., & Lee, Ss. (2007). Mobile Media Use and its Impact on Consumer Attitudes toward Mobile Advertising. International journal of Mobile Marketing, 2(1), 50-58.
Kagan, J. (1972). Motives and development. Journal of Personality and Social Psychology, 22(1), 51-66.
Klotzbach, C., & Kesiraju, L. (2018, Jan 10). Flurry State of Mobile 2017: With Captive Mobile Audiences, New App Growth Stagnates. Flurry analytics blog. Retrieved from http://flurrymobile.tumblr.com/
Lee, A. Y., & Sternthal, B. (1999). The Effects of Positive Mood on Memory. Journal of Consumer Research, 26(2), 115-127.
Lehrer, J. (2010, Aug). The Itch of Curiosity. Wired. Retrieved from https://www.wired.com/2010/08/the-itch-of-curiosity/
Lin, H. F. (2014). The Effect of Product Placement on Persuasion for Mobile Phone Games. International Journal of Advertising, 33(1), 37-60.
Loewenstein, G. (1994). The Psychology of Curiosity: A Review and Reinterpretation. Psychological Bulletin, 116(1), 75-98.
Lorenzon, K., & Russell, C. A. (2012). From Apathy to Ambivalence: How is Persuasion Knowledge Reflected in Consumers' Comments about In-Game Advertising?. Journal of Marketing Communications, 18(1), 55-67.
Maloney, J. C. (2000). Curiosity versus Disbelief in Advertising. Journal of Advertising Research, 40(6), 7-13.
McDougall, W. (1908). An Introduction to Social Psychology. London, England.
Menon, S., & Soman, D. (2002). Managing the Power of Curiosity for Effective Web Advertising Strategies. Journal of Advertising, 31(3), 1-14.
Mitra, G. (2015). The Impacts of Curiosity and Money Attitudes on the Advertising Appeals Effectiveness among Consumers in Kolkata. ACADEMICIA: An International Multidisciplinary Research Journal, 5(1), 6-11.
Needleman, S. E. (2017, August 20). Mobile Games Rethink Ads: Roadblock or Reward. The Wall Street Journal. Retrieved from https://www.wsj.com.
Newzoo. (2017). 2017 Global Games Market Report_Light. Retrieved from https://newzoo.com.
Nittala, R. (2011). Registering for Incentivized Mobile Advertising: Discriminant Analysis of Mobile Users. International Journal of Mobile Marketing, 6(1), 42-53.
Owolabi, A. B. (2009). Effect of Consumers Mood on Advertising Effectiveness. Europe's Journal of Psychology, 5(4), 118-127.
PageFair & Adobe. (2016). The cost of ad blocking. Retrieved from https://pagefair.com.
Pascal, V. J., Sprott, D. E., & Muehling, D. D. (2002). The Influence of Evoked Nostalgia on Consumers' Responses to Advertising: An Exploratory Study. Journal of Current Issues & Research in Advertising, 24(1), 39-47.
Piaget, J. (1969). The Psychology of Intelligence. New York, NY: Littlefield Adams.
MacKenzie, S.C., Lutz, R. J., & Belch, G. E. (1986). The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations. Journal of Marketing Research, 23(2), 130-143.
Smith, A. A., Malmo, R. B., & Shagass, C. (1954). An Electromyographic Study of Listening and Talking. Canadian Journal of Psychology/Revue canadienne de psychologie, 8(4), 219-227.
Spielberger, C. D., & Starr, L. M. (1994). Curiosity and Exploratory Behavior. Motivation: Theory and Research, 221-243.
Steffen, C., Mau, G., & Schramm-Klein, H. (2013). Who Is the Loser When I Lose the Game? Does Losing an Advergame Have a Negative Impact on the Perception of the Brand?. Journal of Advertising, 42(2-3), 183-195.
Tsang, M. M., Ho, S. C., & Liang, T. P. (2004). Consumer Attitudes Toward Mobile Advertising: An Empirical Study. International Journal of Electronic Commerce, 8(3), 65-78.
Unity. (2016). In-game advertising the right way. Retrieved from https://unity3d.com.
Van den Driessche, L., Vermeir, I., & Pandelaere, M. (2013). The curious case of curiosity: unpleasant advertising and curiosity. In European Marketing Academy (EMAC-2013) (pp. 1-7).
Vermeir, I., Kazakova, S., Tessitore, T., Cauberghe, V., & Slabbinck, H. (2014). Impact of Flow on Recognition of and Attitudes towards In-Game Brand Placements. International Journal of Advertising, 33(4), 785-810.
Wallerstein, H. (1954). An Electromyographic Study of Attentive Listening. Canadian Journal of Psychology/Revue canadienne de psychologie, 8(4), 228-238.
Wang, A. (2007). How Consumers Perceive Free Offers: Implications For Mobile Marketing. International Journal of Mobile Marketing, 2(2), 35-41.