| Summary: | 碩士 === 國立高雄第一科技大學 === 資訊管理系企業電子化碩士班 === 104 === In recent years, the global advertising market has transformed advertising patterns. With the development of information technology, the status of TV commercials, print advertising has been challenged by digital advertising. More and more advertisers disseminate the Advergaming to the customer. With the decline of traditional advertising, digital advertising market peaked in 2015. Moreover, the market survey results from Taipei Digital Marketing Franchise Association (DMA) is also projected to keep growing significantly in the future. However, the choice between video advertising and Advergaming still plagued advertisers. The purpose of this study uses the contributing factors (Ducoffe, 1996) to compare the user cognitive differences between Advergaming and video advertising. The results can provide advertisers more reference.
Advertising value has three facets in contributing factors: Entertainment, Informativeness and Irritation. In order to understand the customer experience, we add advertising products to be confounding factor in experimental design whether the advertising products has affected the customer. We use the block experiments consisting of the two advertising types (Advergaming and video advertising) and two products (toys and movie tickets). A total of four scenarios in the experiment. We use a cross classification method to divide the participants into two groups. Both of two participants will finish the questionnaires in each group after the experimental task completed. The item of questionnaires measures by Five-point Likert scale.
In the final result, each group has 25 people finished the experiment, a total of 50 people. The analysis of the results shows that: (1) Informativeness, Entertainment, Irritation may or may not be affected by the type of advertising (2) When add products as interaction moderate variables, advertising types generate significant change on three contributing factors (3) By analyzing unstructured question, most participants think Advergaming is hard to use. They have to spend more time to learn it. The results of this study can give advertisers more reference in the future. The customer''s experience is not only impact from different advertising types, but also have to consider the advertising products.
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