游戏式广告对消费者品牌评价的影响研究  

Research on advergame impact towards consumer brand evaluation

作　　者：吴清津[1] 王楚怡[2] 官燕[2] 郑小锐 朱丽叶[2] 

机构地区：[1]广东外语外贸大学商学院市场营销系 [2]广东外语外贸大学

出　　处：《广告大观（理论版）》2015年第4期102-108,共7页Journal of Advertising Study

基　　金：国家自然科学基金项目"消费者参与品牌共创的作用机理及品牌共创平台的构建";项目号71372182

摘　　要：游戏式广告是近年营销创新的热点之一。本文通过前测和后测实验对比,探讨游戏式广告对消费者品牌评价的影响和作用机制。数据分析结果表明,在游戏与品牌匹配度高时,游戏式广告能有效提升消费者的品牌评价;游戏中的心流体验有助于提高消费者在游戏后的品牌评价;游戏目标清晰,反馈及时明确能给消费者带来心流体验,进而提高消费者的品牌评价。最后,论文讨论了游戏式广告的影响效果和作用机制,为企业优化游戏化营销效果提出建议。Advergame has been a hotspot in the field of marketing innovation recently. This research explores the impact of advergame through comparing consumer brand evaluation in the pretest-posttest design experimentation. The results suggest that advergame effectively promotes consumer brand evaluation when game-brand congruity is high; flow experience in the game is conductive to promoting consumer brand evaluation after the game; goal clarity and explicit feedback on time in the game can bring consumers into flow experience, and thus promote consumer brand evaluation. Finally, this research discusses the effect and mechanism of advergame and makes suggestions to enterprises on how to improve the effectiveness of gamification.

关 键 词：游戏化 游戏式广告 心流体验 品牌评价 

分 类 号：F713.8[经济管理—广告]