| Summary: | 碩士 === 國立臺北科技大學 === 商業自動化與管理研究所 === 92 === As the population of wide —band internet user grows rapidly; both the qualities and quantities of information transmitted are improved tremendously. Some related fields also made some degrees of breakthrough. One of them is the on-line game. However, the aspect of future growth of player population will only be moderate and the new games are created continuously and in large quantities. Under such circumstances, we can expect an extremely competitive market in the related area. Game companies must develop new market niches and/or seek new business model or face collapsing.
This study redefined online game as an entertaining tool and information carrier media. Under such idea, we studied how the advertising companies used product placements as a new effective marketing tool in the online game business.
To understand how to make this tool effective, we interviewed several scholars and experts in the related fields. The purpose of the interview is to find the factors that can affect the product placement results. Then we used LISREL to verify the validity of the assumptions. Three key factors were found in this study that would affect the product placement results. These three factors are willingness to accept the product, awareness of the product placement and attitude toward the game. We hope that this thesis can provide useful references for the related game and advertising companies.
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