游戏植入广告频次对植入品牌广告效果的影响——基于游戏涉入度和交互性的调节作用

Influence of Frequency of Game Implantable Ads on the Brand Advertising Effect Based on Regulatory Effect of Interactivity and Game Involvement

游戏植入式广告是一种较新的植入广告形式。本文通过情景模拟实验,基于游戏涉入度和交互性的调节作用,分析了游戏植入式广告植入频次对植入品牌广告效果的影响。研究发现:(1)游戏植入广告的频次对植入品牌识别和品牌态度有正向影响;(2)涉入度作为调节变量调节了植入频次对品牌识别的影响,但在植入频次对品牌态度的影响作用中,涉入度的调节作用不显著;(3)游戏植入形式、游戏涉入度和游戏植入频次对品牌广告效果存在三维调节作用。本文填补了国内游戏植入广告定量研究的空白,并提出了具体可行的营销建议。

Game product placement is a relatively new form of product placement. Through simulation scenario based game and interactive involvement of the regulation, analyzes the in-game advertising frequency on implants implant brand advertising effectiveness ,the study found：（ 1 ）the frequency of placement game on it has a positive impact implant brand recognition and brand attitude; （2） the degree of involvement as an adjustment variable frequency adjustment for the effects of implant brand recognition, but the frequency of implantation influence on brand attitude, the degree of regulation involved is not significant; （3） forms,involvement and frequency of in-game advertising have three-dimensional effect on brand advertising effectiveness. This paper fills the quantitative research gaps of domestic in-game advertising and comes up with specific and practical marketing advises.