An Investigation of Design Elements of Advergaming of High and Low Involvement Products

• Main Author: 方昇鴻
• Other Authors: 張郁敏
• Format: Others
• Language: zh-TW
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/8ghvw3

碩士 === 國立交通大學 === 傳播研究所 === 94 === This study investigated total 230 advergamings gathering from the Top 5 portal sites in Taiwan to examine the relationship between high / low involvement products and design elements with method of content analysis. It collated total 11 main design elements after reviewing literature, including the message, picture, sound, animation, size, ability of interaction and entertainment, appeal, incentive, data gathering, mail forward and game type. Result suggested that high involvement products are more likely to present animation, product-related incentives, adventure and sport-related game, as well as gather consumer data；Low involvement products are more likely to present product-related picture, as well as action and adventure-related game.