电子游戏性别刻板印象广告的消费者反应研究  

Consumer Response towards Gender-Stereotype in Video Game Advertising

作　　者：周一方 张艺耀[2] ZHOU Yifang;ZHANG Yiyao(The University of Sydney Law School,Camperdown,Sydney,NSW 2006,Australia;Law school,Zhejiang University of Technology,Hangzhou Zhejiang,310014,China)

机构地区：[1]悉尼大学法学院,澳大利亚悉尼NSW 2006 [2]浙江工业大学法学院,浙江杭州310014

出　　处：《西南石油大学学报（社会科学版）》2021年第1期37-44,共8页Journal of Southwest Petroleum University(Social Sciences Edition)

摘　　要：随着电子游戏市场的发展,女性玩家逐渐成为游戏公司不容忽视的消费群体。然而,电子游戏广告中的性别刻板印象并未随之减少。通过使用带有性别刻板印象广告的问卷与没有性别刻板印象广告的问卷,分别调研消费者对电子游戏性别刻板印象广告的反应。采用描述统计分析、相关性分析、多元线性回归分析以及协变量的变异数分析等统计研究方法对调研数据进行解析,结果表明:消费者对于没有性别刻板印象的广告反应优于有性别刻板印象的广告。游戏广告创作需与电子游戏发展趋势相匹配,通过减少电子游戏广告中的性别刻板印象来提高消费者的情绪愉悦程度、降低消费者的广告批判态度。Female game players have become an important customer group as video game market continues to develop.However,gender stereotypes in video game advertising still exist.This research adopts quantitative survey to investigate consumers’responses towards gender stereotype in video game advertising with two versions of questionnaires:one with obvious gender stereotype and the other without.Research methods such as descriptive analysis,correlation analysis,multiple linear regression analysis,and analysis of variance for covariance are used to analyze the data of questionnaire survey.The result demonstrates that consumers respond more positively towards advertising without gender stereotype.This reveals that video game advertising designing needs to follow the trend of video game market so as to avoid negative consumer response and improve consumer satisfaction towards video game advertising.

关 键 词：电子游戏 广告 性别刻板印象 消费者反应 游戏玩家 

分 类 号：F731.82[经济管理—产业经济]