近期台灣的社群平台或者手機遊戲中，出現一種新型態的手遊廣告，藉由廣告商操作遊玩簡單的關卡並製成影片，然而操作者卻選擇故意失敗的選項，使原本輕鬆能通過的關卡導致失敗，甚至讓遊戲中的角色發生悲劇。雖然此種廣告的FB貼文下，經常看到負面的回覆，但此種廣告數量卻不減反增，更有其他新進的遊戲廠商以此做為宣傳手法。本研究觀察發現，此種故意失敗遊戲廣告的失敗水準有不同的設計，且廣告中運用的標語可大致分為兩類，一種是質疑消費者是否能夠通關；一種則是向消費者提出求助，究竟不同標語的廣告會產生何種影響，以及此種廣告類型是否有其特別之處，皆是目前產業與學界缺少討論的議題。
本研究透過基模一致性，解釋故意失敗廣告可能成功的因素，以及不同程度的故意失敗可能產生的效果，並搭配廣告媒介與廣告訴求，探討兩者對故意失敗廣告可能產生的干擾效果，另外透過觸發理論，探討不同廣告訴求是否會觸發不同情緒，進而對故意失敗廣告產生調節中介效果。本研究進行兩個實驗並發現：(1)故意失敗程度越高，越會帶來負面的態度與意願效果，卻也可能帶來較好的回想效果、(2)遊戲媒介相對SNS媒介有較強的干擾性，廣告媒介干擾故意失敗程度對品牌記憶的影響、(3)故意失敗程度越高，會減少驚喜與同情但增加生氣、(4)當廣告訴求是反諷時，故意失敗程度越高會降低態度；當訴求是求助時，故意失敗程度越高會增加品牌回想。
本研究結果對基模理論、遊戲結果與遊戲內廣告具有理論貢獻外，也為手機遊戲廣告注入活水，提供相關從業人員作為故意失敗廣告的設計參考，也針對代言人與消費者提醒，勿輕易踏入故意失敗廣告的陷阱當中。

Recently, a new type of smartphone game advertisement has swarmed into social media platforms and in-game ads in Taiwan. These ads showcase a simple level being played in a video; however, instead of choosing the correct option to pass the level, the player intentionally chooses the wrong one─an obviously incorrect choice─resulting in failure on a level that could be easily completed. Sometimes, the ad even depicts the in-game character crying or calling for help.
Although many users react with angry emojis or leave mocking comments under these ad posts on Facebook, the prevalence of such ads has increased rather than decreased. Some new game developers have even adopted this approach for promotion. This study finds that intentional failure ads vary in design, such as the number of failure attempts and the type of slogans used─either challenging the viewer’s ability to succeed or requesting help. The effects of different slogan types in advertisements and whether this advertising format has unique characteristics remain underexplored in both industry and academia.
This study aims to explain the effectiveness of intentional failure ads through schema congruity theory, examining how different levels of failure intensity influence ad effectiveness. Additionally, we explore the moderating effects of ad media and ad appeals. Futhermore, priming theory is applied to investigate whether different ad appeals prime distinct emotions, which in turn exert a moderated mediation effect on the impact of failure intensity.
The results show that a higher level of intentional failure leads to more negative attitudes and lower gameplay intentions but enhances brand recall. Compared to ads using SNS as the medium, ads using games as the medium elicit stronger irritation, and the advertising medium moderates the effect of failure intensity on brand recall. In terms of emotional responses, a higher level of intentional failure reduces surprise and sympathy but increases anger. Furthermore, the interaction between failure intensity and ad appeals reveals that, under an ironic appeal, a higher level of intentional failure decreases attitude effects, whereas under a help-seeking appeal, it enhances brand recall.
This research sheds light on the emerging trend of intentional failure ads, offering deeper insights into schema theory, game outcomes, and in-game advertising. It also provides a new perspective on smartphone game advertising and practical implications for advertisers designing intentional failure ads. Additionally, the findings serve as a cautionary message to endorsers, influencers, and consumers─be wary of the psychological traps embedded in intentional failure ads

論文審定書 i
致謝 ii
摘要 iii
Abstract iv
目錄 vi
圖目錄 viii
表目錄 ix
第一章 緒論 1
第一節、研究背景 1
第二節、研究動機 7
第三節、研究問題 10
第四節、研究目的 10
第五節、研究範圍─鎖定「插播式廣告」為故意失敗廣告的接收形式 11
第二章 文獻回顧 13
第一節 遊戲內廣告 13
第二節、基模不一致 21
第三節、廣告媒介 28
第四節、廣告訴求 32
第三章 研究架構與假說推論 39
第一節、研究架構 39
第二節、假說推導 40
第四章 實驗一 56
第一節、研究方法 56
第二節、研究結果分析 71
第五章 實驗二 93
第一節、研究方法 93
第二節、研究結果分析 108
第六章 結論與建議 125
第一節、研究發現 125
第二節、研究意涵 130
第三節、研究限制與未來研究方向 141
參考文獻 147
附錄 169
附錄一、前測一問卷 169
附錄二、前測二操作說明 172
附錄三、前測二問卷 176
附錄四、實驗一問卷 180
附錄五、前測三問卷 191
附錄六、實驗二問卷 196

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