摘要
近年来,社交网络(SNS)在中国迅速崛起,越来越多的商家通过在社交网络上投放网络游戏植入式广告(In Game Advertisement)的方式,提高消费者对品牌的喜好程度,进而提高购买意愿。本文以我国SNS用户(学生和白领为主体)为研究对象,研究在社交网络上投放网络游戏植入式广告对于用户购买意愿的影响,包括:中国SNS用户参与植入产品和品牌信息的网络游戏的动机具体包含哪些,这些动机是否会影响用户对于网络游戏植入式广告的态度;网络游戏植入式广告是否会影响用户对产品的购买意愿。
In recent years, Social Networking Service （SNS） has developed rapidly in China. Therefore, an increasing number of companies have put advergames on social network, hoping that they could improve the consumers＇ brand loyalty and purchasing intention. This research took Chinese SNS users （ mainly students and white-collar workers ） as subjects, analyzed how in-game advertisement can affect customers＇ purchase intention, what motivations for advergame participation are, and whether these motivations could influence the buyers＇ attitude toward the in-game advertisement.
出处
《中国轻工教育》
2016年第2期32-35,74,共5页
China Education of Light Industry
基金
教育部社科基金资助项目(15YJA630040)
天津市社科基金资助项目(TJGL13-047)
