Department of Advertising and PR, Dongguk University, Seoul, Korea.
Cyberpsychol Behav Soc Netw. 2012 Sep;15(9):503-6. doi: 10.1089/cyber.2012.0012. Epub 2012 Aug 16.
The use of online video games as an advertising channel has become an integrated part of branding for many marketers in an increasingly fractured media environment. The primary question motivating this research is whether the use of an animated spokes-character embedded in online game affects the persuasiveness of advertising. Specifically, this study looks at how product types moderate the magnitude of such effects. The results show a significant interaction effect between character presence and product type on both brand attitude and purchase intention. The effects of an animated spokes-character on brand evaluation and purchase intention were more pronounced for utilitarian products than for hedonic products.
在日益分散的媒体环境中，许多营销人员将在线视频游戏用作广告渠道，这已成为品牌塑造的一个组成部分。推动这项研究的主要问题是，在在线游戏中使用嵌入式动画代言人是否会影响广告的说服力。具体而言，本研究着眼于产品类型如何调节这种影响的大小。结果表明，在品牌态度和购买意愿上，角色存在与产品类型之间存在显著的交互效应。与享乐产品相比，动画代言人对品牌评价和购买意愿的影响在功利产品中更为明显。
