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題名 廣告遊戲中的互動性與食物類別對兒童飲食攝取的影響
The effects of interactivity and food categories of an advergame on actual food intake among children
作者 張景婷
Chang, Ching Ting
貢獻者 林日璇
張景婷
Chang, Ching Ting
關鍵詞 廣告遊戲
互動性
食物攝取
角色代入感
Advergame
Interactivity
Food intake
Identification
日期 2017
上傳時間 5-Apr-2017 15:42:55 (UTC+8)
摘要 隨著兒童的肥胖問題日漸嚴重，專家學者開始紛紛探究問題的根源為何，文獻指出「垃圾食物的廣告」是重要原因，當中又以廣告遊戲（Advergame）的娛樂、互動與接觸時間長等特質更讓人擔心。

本研究以實際測量食物攝取量的方式來檢驗兒童在接觸不同食物商品（健康食物、非健康食物、無食物）的廣告遊戲後，是否會受到遊戲中該食物種類的影響，進而攝取較多遊戲中出現的食物。另外，本研究加入重要的遊戲特質「互動性」與「角色代入感」（Identification），進一步來檢驗其對食物攝取量的影響。

研究結果顯示，相較於接觸「無食物廣告遊戲」的兒童，接觸「健康食物廣告遊戲」的兒童顯著攝取了更多健康食物。另外，互動性的存在與否雖無法直接影響兒童食物攝取量的多寡，但卻可以增強兒童對遊戲角色的代入感，進一步增加食物攝取量。
參考文獻 一、中文
1.謝明玲（2013.03）。〈搶救胖小孩〉，《天下雜誌》, 518。

2.欒雯婷（2010）遊戲式廣告效果的探討：遊戲娛樂性高低與一致性（遊戲內容─ 產品特性）對廣告記憶與態度的影響。國立政治大學廣告所 碩士班論文。

3.張玉佩、邱馨玉（2010）。〈遊戲媒體文化之男性氣概探索:文本結構與玩家詮釋〉,《傳播與社會學刊》,12: 111-145。

4.網路行銷還可以玩出什麼名堂?遊戲式廣告你玩過沒?上網日期:105 年 01 月 10 日 http://1758.cc/3_blog/Index_Default.aspx?MPDno=67566&aid=26915

二、英文

1.Alice Park (2012, January 10). Can Online Games Influence What Kids Eat?
Time. Retrieved from http://healthland.time.com/2012/01/10/how-online-
gamescan-influence-what-kids-eat/

2.Avena, N. (2013, Jan 23). Mind Your P’s and (Food) Cues. Psychology Today.
Retrieved from https://www.psychologytoday.com/blog/food-junkie/201301/mi nd-your-p-s-and-food-cues-0

3.Bettelheim, B. (1989). The Uses of Enchantment: The Meaning and Importance of Fairy Tales. New York: Vintage Books.

4.Basil, M. D. (1996). Identification as a mediator of celebrity effects. Journal of Broadcasting & Electronic Media, 40(4), 478-495.

5.Boynton-Jarrett, R., Thomas, T. N., Peterson, K. E., Wiecha, J., Sobol, A. M., & Gortmaker, S. L. (2003). Impact of television viewing patterns on fruit and vegetable consumption among adolescents. Pediatrics, 112(6), 1321-1326.

6.Bucy, E. P., Kim, S. C., & Park, M. C. (2011). Host selling in cyberspace: Product personalities and character advertising on popular children’s websites. New media & Society, 13(8), 1245-1264.

7.Boyland, E. J., Harrold, J. A., Kirkham, T. C., Corker, C., Cuddy, J., Evans, D., ... & Halford, J. C. (2011). Food commercials increase preference for energy-dense foods, particularly in children who watch more television. Pediatrics, 128(1), e93- e100.

8.Centers for Disease Control and Prevention (2015). Childhood Obesity Causes & Consequences. Retrieved January 8, 2016, from http://www.cw.com.tw/article/ article.action?id=5047893#

9.Coon, K. A., Goldberg, J., Rogers, B. L., & Tucker, K. L. (2001). Relationships between use of television during meals and children`s food consumption patterns. Pediatrics, 107(1), e7-e7.

10.Cohen, J. (2001). Defining identification: A theoretical look at the identification of audiences with media characters. Mass communication & Society, 4, 245-264.

11.Dias, M., & Agante, L. (2011). Can advergames boost children`s healthier eatin g habits? A comparison between healthy and non‐healthy food. Journal of Consumer Behaviour, 10(3), 152-160.

12.de la Hera Conde-Pumpido, T. (2014). Persuasive Structures in Advergames.
Conveying Advertising Messages through Digital Games. Utrecht, Dutch:
Utrecht University.

13.Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily,
identification, and parasocial relationships with television characters.
Journal of Broadcasting & Electronic Media, 47(1), 77-98.

14.Folkvord, F., Anschütz, D. J., Buijzen, M., & Valkenburg, P. M. (2013).The
effect of playing advergames that promote energy-dense snacks or fruit
on actual food intake among children. The American journal of clinical
nutrition, 97(2), 239-245.

15.Haugtvedt, C. P., Machleit, K. A., & Yalch, R. (2005). Online consumer
psychology: understanding and influencing consumer behavior in the
virtual world. United States: Psychology Press.

16.Hefner, D., Klimmt, C., & Vorderer, P. (2007). Identification with the player
character as determinant of video game enjoyment. In L. Ma, M.
Rauterberg, & R. Nakatsu (Eds.), International Conference of
Entertainment Computing (pp. 39– 48). Berlin: Springer.

17.Herman, C. P., & Polivy, J. (2008). External cues in the control of food
intake in humans: the sensory-normative distinction. Physiology &
Behavior, 94(5), 722-728.

18.Harris, J. L., Speers, S. E., Schwartz, M. B., & Brownell, K. D. (2012).US
food company branded advergames on the internet: children`s exposure and effects on snack consumption. Journal of Children and Media, 6(1), 51-68.

19.Jose, P. E., & Brewer, W. F. (1984). Development of story liking: Character
identification, suspense, and outcome resolution. Developmental Psychology, 20(5), 911.Keats, J. (2001, Oct 1).

20.Jargon Watch. Wired. Retrieved from http://www.wired. com/ 2001/10/jargon-watch-75/

21.Klimmt, C., Hefner, D., & Vorderer, P. (2009). The video game experience as ‘‘true’’ identification: A theory of enjoyable alterations of players’ self-perception. Communication Theory, 19, 351–373.

22.Klimmt, C., Hefner, D., Vorderer, P., Roth, C., & Blake, C. (2010). Identification with video game characters as automatic shift of self-perceptions. Media Psychology, 13(4), 323-338.

23.Livingstone, S. M. (1998). Making sense of television: The psychology of audience interpretation. NewYork: Routledge.

24.Lee M, Youn S. (2008). Leading national advertisers’ uses of advergames. Journal of Current Issues and Research in Advertising, 30(2): 1–13.

25.Lifshitz, F. (2008). Obesity in Children-Review. J Clin Res Pediatr Endocri, 1(2):53-60.

26.Lee, M., Choi, Y., Quilliam, E. T., & Cole, R. T. (2009). Playing with food: Content analysis of food advergames. Journal of Consumer Affairs,43(1), 1 29-154.

27.Lin, J.-H. (2013a). Do video games exert stronger effects on aggression than
film? The role of media modality and identification on the association of
violent content and aggressive outcomes. Computers in Human Behavior, 29, 535–543.

28.Lin, J. H. (2013b). Identification matters: A moderated mediation model of
media interactivity, character identification, and video game violence on
aggression. Journal of Communication, 63(4), 682-702.

29.Nederkoorn, C., & Jansen, A. (2002). Cue reactivity and regulation of food
intake. Eating Behaviors, 3(1), 61-72.

30.Nairn A, Fine C. 2008. Who’s messing with my mind? The implications of
dual‐process models for the ethics of advertising to children. International Journal of Advertising. 27(3), 447–470.

31.Oatley, K. (1994). A taxonomy of the emotions of literary response and a
theory of identification in fictional narrative. Poetics, 23, 53–74.

32.Peng, W., Lee, M., & Heeter, C. (2010). The effects of a serious game on
role‐taking and willingness to help. Journal of Communication, 60(4),
723-742.

33.Pempek, T. A., & Calvert, S. L. (2009). Tipping the balance: use of
advergames to promote consumption of nutritious foods and beverages by
low-income African American children. Archives of Pediatrics &
Adolescent medicine, 163(7), 633-637.

34.Panic, K., Cauberghe, V., & De Pelsmacker, P. (2013). Comparing TV ads
and advergames targeting children: the impact of persuasion knowledge on
behavioral responses. Journal of Advertising, 42(2-3), 264-273.

35.Raney, Arthur A., Laura M. Arpan, Kartik Pashupati, and Dale A. Brill (2003). At the Movies, on the Web: An Investigation of the Effects of Entertaining and Interactive Web Content on Site and Brand Evaluations, Journal of Interactive Marketing, 17(4), 38–53.

36.Rifon, N. J., Taylor Quilliam, E., Paek, H. J., Weatherspoon, L. J., Kim, S. K.,& Smreker, K. C. (2014). Age-dependent effects of food advergame brand integration and interactivity. International Journal of Advertising, 33 (3), 475-508.

37.Salen, K., & Zimmerman, E. (2004). Rules of Play: Game Design Fundamentals. Cambridge, MA: MIT Press.

38.Signorielli N, Lears M. Television and children’s conceptions of nutrition:
unhealthy messages. Health Communication, 4, 245–257. Smith, K. A. (2011, October).

39.Selling Your Soul for Fun and Profit: The 10 Best Advergames. PASTE. Retrieved from https://www.pastemagazine.com/blogs/lists/2011/10/selling-your-soul-for-fun-and-profit-the-10-best-advergames.h tel

40.Straubhaar, J., & LaRose, R. (1996). Communications media in the information society. Belmont, CA: Wadsworth.

41.Tamborini, R., Bowman, N. D., Eden, A., Grizzard, M., & Organ, A. (2010). Defining media enjoyment as the satisfaction of intrinsic needs. Journal of Communication, 60(4), 758-777.

42.Vorderer, P., Klimmt, C., & Ritterfeld, U. (2004). Enjoyment: At the heart of media entertainment. Communication Theory, 14(4), 388-408.

43.Van Reijmersdal, E. A., Rozendaal, E., & Buijzen, M. (2012). Effects of prominence, involvement, and persuasion knowledge on children`s cognitive and affective responses to advergames. Journal of Interactive Marketing, 26(1), 33-42.

44.Williams, J. D., & Qualls, W. J. (1989). Middle‐class black consumers and
intensity of ethnic identification. Psychology & Marketing, 6(4), 263-286.

45.Woodward, D. R., Cumming, F. J., Ball, P. J., Williams, H. M., Hornsby, H., & Boon, J. A. (1997). Does television affect teenagers’ food choices? Journal of Human Nutrition and Dietetics, 10(4), 229-235.

46.Weber, K., Story, M., & Harnack, L. (2006). Internet food marketing strategies
aimed at children and adolescents: A content analysis of food and beverage brand websites. Journal of the American Dietetic Association, 106(9), 1463–1466.

47.Waiguny, M., & Terlutter, R. (2010). Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children. Advances in Advertising Research, (Vol.1, 171-186).
描述 碩士
國立政治大學
傳播學院傳播碩士學位學程
103464031
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103464031
資料類型 thesis
dc.contributor.advisor 林日璇zh_TW
dc.contributor.author (Authors) 張景婷zh_TW
dc.contributor.author (Authors) Chang, Ching Tingen_US
dc.creator (作者) 張景婷zh_TW
dc.creator (作者) Chang, Ching Tingen_US
dc.date (日期) 2017en_US
dc.date.accessioned 5-Apr-2017 15:42:55 (UTC+8)-
dc.date.available 5-Apr-2017 15:42:55 (UTC+8)-
dc.date.issued (上傳時間) 5-Apr-2017 15:42:55 (UTC+8)-
dc.identifier (Other Identifiers) G0103464031en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/108146-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 傳播學院傳播碩士學位學程zh_TW
dc.description (描述) 103464031zh_TW
dc.description.abstract (摘要) 隨著兒童的肥胖問題日漸嚴重，專家學者開始紛紛探究問題的根源為何，文獻指出「垃圾食物的廣告」是重要原因，當中又以廣告遊戲（Advergame）的娛樂、互動與接觸時間長等特質更讓人擔心。

本研究以實際測量食物攝取量的方式來檢驗兒童在接觸不同食物商品（健康食物、非健康食物、無食物）的廣告遊戲後，是否會受到遊戲中該食物種類的影響，進而攝取較多遊戲中出現的食物。另外，本研究加入重要的遊戲特質「互動性」與「角色代入感」（Identification），進一步來檢驗其對食物攝取量的影響。

研究結果顯示，相較於接觸「無食物廣告遊戲」的兒童，接觸「健康食物廣告遊戲」的兒童顯著攝取了更多健康食物。另外，互動性的存在與否雖無法直接影響兒童食物攝取量的多寡，但卻可以增強兒童對遊戲角色的代入感，進一步增加食物攝取量。		zh_TW
dc.description.tableofcontents 第一章 前言1
第一節 研究背景1
第二節 研究動機與目的3

第二章 文獻探討5
第一節 廣告遊戲的定義與特質5
第二節 廣告遊戲與兒童飲食9
第三節 廣告遊戲互動性與代入感14

第三章 研究方法21
第一節 研究架構與假設21
第二節 實驗設計23
第三節 概念化操作26

第四章 研究結果與分析29
第一節 樣本數量與描述性統計29
第二節 整體樣本操弄31
第三節 研究結果32

第五章 結論39
第一節 研究發現與討論39
第二節 學術與實務貢獻42
第三節 研究限制與未來研究建議44

參考文獻45
附件50		zh_TW
dc.format.extent 3236401 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103464031en_US
dc.subject (關鍵詞) 廣告遊戲zh_TW
dc.subject (關鍵詞) 互動性zh_TW
dc.subject (關鍵詞) 食物攝取zh_TW
dc.subject (關鍵詞) 角色代入感zh_TW
dc.subject (關鍵詞) Advergameen_US
dc.subject (關鍵詞) Interactivityen_US
dc.subject (關鍵詞) Food intakeen_US
dc.subject (關鍵詞) Identificationen_US
dc.title (題名) 廣告遊戲中的互動性與食物類別對兒童飲食攝取的影響zh_TW
dc.title (題名) The effects of interactivity and food categories of an advergame on actual food intake among childrenen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) 一、中文
1.謝明玲（2013.03）。〈搶救胖小孩〉，《天下雜誌》, 518。

2.欒雯婷（2010）遊戲式廣告效果的探討：遊戲娛樂性高低與一致性（遊戲內容─ 產品特性）對廣告記憶與態度的影響。國立政治大學廣告所 碩士班論文。

3.張玉佩、邱馨玉（2010）。〈遊戲媒體文化之男性氣概探索:文本結構與玩家詮釋〉,《傳播與社會學刊》,12: 111-145。

4.網路行銷還可以玩出什麼名堂?遊戲式廣告你玩過沒?上網日期:105 年 01 月 10 日 http://1758.cc/3_blog/Index_Default.aspx?MPDno=67566&aid=26915

二、英文

1.Alice Park (2012, January 10). Can Online Games Influence What Kids Eat?
Time. Retrieved from http://healthland.time.com/2012/01/10/how-online-
gamescan-influence-what-kids-eat/

2.Avena, N. (2013, Jan 23). Mind Your P’s and (Food) Cues. Psychology Today.
Retrieved from https://www.psychologytoday.com/blog/food-junkie/201301/mi nd-your-p-s-and-food-cues-0

3.Bettelheim, B. (1989). The Uses of Enchantment: The Meaning and Importance of Fairy Tales. New York: Vintage Books.

4.Basil, M. D. (1996). Identification as a mediator of celebrity effects. Journal of Broadcasting & Electronic Media, 40(4), 478-495.

5.Boynton-Jarrett, R., Thomas, T. N., Peterson, K. E., Wiecha, J., Sobol, A. M., & Gortmaker, S. L. (2003). Impact of television viewing patterns on fruit and vegetable consumption among adolescents. Pediatrics, 112(6), 1321-1326.

6.Bucy, E. P., Kim, S. C., & Park, M. C. (2011). Host selling in cyberspace: Product personalities and character advertising on popular children’s websites. New media & Society, 13(8), 1245-1264.

7.Boyland, E. J., Harrold, J. A., Kirkham, T. C., Corker, C., Cuddy, J., Evans, D., ... & Halford, J. C. (2011). Food commercials increase preference for energy-dense foods, particularly in children who watch more television. Pediatrics, 128(1), e93- e100.

8.Centers for Disease Control and Prevention (2015). Childhood Obesity Causes & Consequences. Retrieved January 8, 2016, from http://www.cw.com.tw/article/ article.action?id=5047893#

9.Coon, K. A., Goldberg, J., Rogers, B. L., & Tucker, K. L. (2001). Relationships between use of television during meals and children`s food consumption patterns. Pediatrics, 107(1), e7-e7.

10.Cohen, J. (2001). Defining identification: A theoretical look at the identification of audiences with media characters. Mass communication & Society, 4, 245-264.

11.Dias, M., & Agante, L. (2011). Can advergames boost children`s healthier eatin g habits? A comparison between healthy and non‐healthy food. Journal of Consumer Behaviour, 10(3), 152-160.

12.de la Hera Conde-Pumpido, T. (2014). Persuasive Structures in Advergames.
Conveying Advertising Messages through Digital Games. Utrecht, Dutch:
Utrecht University.

13.Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily,
identification, and parasocial relationships with television characters.
Journal of Broadcasting & Electronic Media, 47(1), 77-98.

14.Folkvord, F., Anschütz, D. J., Buijzen, M., & Valkenburg, P. M. (2013).The
effect of playing advergames that promote energy-dense snacks or fruit
on actual food intake among children. The American journal of clinical
nutrition, 97(2), 239-245.

15.Haugtvedt, C. P., Machleit, K. A., & Yalch, R. (2005). Online consumer
psychology: understanding and influencing consumer behavior in the
virtual world. United States: Psychology Press.

16.Hefner, D., Klimmt, C., & Vorderer, P. (2007). Identification with the player
character as determinant of video game enjoyment. In L. Ma, M.
Rauterberg, & R. Nakatsu (Eds.), International Conference of
Entertainment Computing (pp. 39– 48). Berlin: Springer.

17.Herman, C. P., & Polivy, J. (2008). External cues in the control of food
intake in humans: the sensory-normative distinction. Physiology &
Behavior, 94(5), 722-728.

18.Harris, J. L., Speers, S. E., Schwartz, M. B., & Brownell, K. D. (2012).US
food company branded advergames on the internet: children`s exposure and effects on snack consumption. Journal of Children and Media, 6(1), 51-68.

19.Jose, P. E., & Brewer, W. F. (1984). Development of story liking: Character
identification, suspense, and outcome resolution. Developmental Psychology, 20(5), 911.Keats, J. (2001, Oct 1).

20.Jargon Watch. Wired. Retrieved from http://www.wired. com/ 2001/10/jargon-watch-75/

21.Klimmt, C., Hefner, D., & Vorderer, P. (2009). The video game experience as ‘‘true’’ identification: A theory of enjoyable alterations of players’ self-perception. Communication Theory, 19, 351–373.

22.Klimmt, C., Hefner, D., Vorderer, P., Roth, C., & Blake, C. (2010). Identification with video game characters as automatic shift of self-perceptions. Media Psychology, 13(4), 323-338.

23.Livingstone, S. M. (1998). Making sense of television: The psychology of audience interpretation. NewYork: Routledge.

24.Lee M, Youn S. (2008). Leading national advertisers’ uses of advergames. Journal of Current Issues and Research in Advertising, 30(2): 1–13.

25.Lifshitz, F. (2008). Obesity in Children-Review. J Clin Res Pediatr Endocri, 1(2):53-60.

26.Lee, M., Choi, Y., Quilliam, E. T., & Cole, R. T. (2009). Playing with food: Content analysis of food advergames. Journal of Consumer Affairs,43(1), 1 29-154.

27.Lin, J.-H. (2013a). Do video games exert stronger effects on aggression than
film? The role of media modality and identification on the association of
violent content and aggressive outcomes. Computers in Human Behavior, 29, 535–543.

28.Lin, J. H. (2013b). Identification matters: A moderated mediation model of
media interactivity, character identification, and video game violence on
aggression. Journal of Communication, 63(4), 682-702.

29.Nederkoorn, C., & Jansen, A. (2002). Cue reactivity and regulation of food
intake. Eating Behaviors, 3(1), 61-72.

30.Nairn A, Fine C. 2008. Who’s messing with my mind? The implications of
dual‐process models for the ethics of advertising to children. International Journal of Advertising. 27(3), 447–470.

31.Oatley, K. (1994). A taxonomy of the emotions of literary response and a
theory of identification in fictional narrative. Poetics, 23, 53–74.

32.Peng, W., Lee, M., & Heeter, C. (2010). The effects of a serious game on
role‐taking and willingness to help. Journal of Communication, 60(4),
723-742.

33.Pempek, T. A., & Calvert, S. L. (2009). Tipping the balance: use of
advergames to promote consumption of nutritious foods and beverages by
low-income African American children. Archives of Pediatrics &
Adolescent medicine, 163(7), 633-637.

34.Panic, K., Cauberghe, V., & De Pelsmacker, P. (2013). Comparing TV ads
and advergames targeting children: the impact of persuasion knowledge on
behavioral responses. Journal of Advertising, 42(2-3), 264-273.

35.Raney, Arthur A., Laura M. Arpan, Kartik Pashupati, and Dale A. Brill (2003). At the Movies, on the Web: An Investigation of the Effects of Entertaining and Interactive Web Content on Site and Brand Evaluations, Journal of Interactive Marketing, 17(4), 38–53.

36.Rifon, N. J., Taylor Quilliam, E., Paek, H. J., Weatherspoon, L. J., Kim, S. K.,& Smreker, K. C. (2014). Age-dependent effects of food advergame brand integration and interactivity. International Journal of Advertising, 33 (3), 475-508.

37.Salen, K., & Zimmerman, E. (2004). Rules of Play: Game Design Fundamentals. Cambridge, MA: MIT Press.

38.Signorielli N, Lears M. Television and children’s conceptions of nutrition:
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