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題名 元宇宙中的廣告：享受、預期和體驗幸福對消費者下載和購買新遊戲意向的中介效應研究
Advertising in the Metaverse: Mediating Roles of Enjoyment, Expected and Experienced Happiness on Consumer Intention to Download and Purchase a New Game作者 陳典楨
CHEN, TIEN-CHEN貢獻者 朴星俊
Park, Sung-Jun
陳典楨
CHEN, TIEN-CHEN關鍵詞 元宇宙遊戲
享受
預期幸福
體驗幸福
下載意圖
購買意圖
吸引力
Metaverse gaming
Enjoyment
Expected happiness
Experienced happiness
Download intention
Purchase intention
Attractiveness日期 2023 上傳時間 6-七月-2023 16:53:57 (UTC+8) 摘要 本研究以元宇宙遊戲 Roblox 為背景，透過分析 251 份問卷以探討消費者對於元宇宙廣告 的情緒反應。本研究採用享受、預期和體驗幸福作為中介變數，分析其對消費者下載及購 買新遊戲意圖之影響。研究結果顯示享受 (enjoyment) 對於消費者下載意圖 (download intention)有顯著正向影響，體驗幸福 (experienced happiness) 對於購買意圖 (purchase intention)有顯著正向影響，而預期幸福 (expected happiness) 對於下載及購買意圖都有顯著 正向影響。本研究結果為行銷及從業人員提供實證見解，為元宇宙遊戲行業的銷售策略設 計和顧客參與度提供可行方案。
This thesis examines consumers’ emotional responses to promotional activity in the context of the metaverse platform Roblox by analyzing a survey (n = 251). This paper examines the mediating roles of enjoyment, expected happiness, and experienced happiness on consumer download and purchase intention. The findings show that enjoyment leads to consumer intention to download a new game in Roblox, that experienced happiness leads to purchase intention, and that expected happiness leads to both download and purchase intention. The results provide empirical insights for marketers and practitioners, offering actionable suggestions for designing promotional strategies and refining customer engagement in the metaverse gaming industry.參考文獻 References Research Journal Ahn, S. J., Kim, J., & Kim, J. (2022). The bifold triadic relationships framework: A theoretical primer for advertising research in the metaverse. Journal of Advertising, 51(5), 592-607. Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 14(4), 538-555. Barrera, K. G., & Shah, D. (2023). Marketing in the Metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research, 155, 113420. Chou, H. Y., & Wang, S. S. (2016). The effects of happiness types and happiness congruity on game app advertising and environments. Electronic Commerce Research and Applications, 20, 1-14. Dhiman, N., & Kumar, A. (2023). What we know and don’t know about consumer happiness: three-decade review, synthesis, and research propositions. Journal of Interactive Marketing, 58(2-3), 115-135. Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., ... & Wirtz, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776. Escalas, J. E., & Bettman, J. R. (2017). Connecting with celebrities: How consumers appropriate celebrity meanings for a sense of belonging. Journal of Advertising, 46(2), 297-308. Etkin, J. (2016). The hidden cost of personal quantification. Journal of Consumer Research, 42(6), 967-984. 28 Etkin, J., & Mogilner, C. (2016). Does variety among activities increase happiness? Journal of Consumer Research, 43(2), 210-229. Evans, N. J., Balaban, D. C., Naderer, B., & Mucundorfeanu, M. (2022). How the impact of social media influencer disclosures changes over time: Discounting cues and exposure level can affect consumer attitudes and purchase intention. Journal of Advertising Research, 62(4), 353-366. Faraji-Rad, A., & Lee, L. (2022). Banking happiness. Journal of Consumer Research, 49(2), 336-358. Ghosh, T., Sreejesh, S., & Dwivedi, Y. K. (2021). Examining the deferred effects of gaming platform and game speed of advergames on memory, attitude, and purchase intention. Journal of Interactive Marketing, 55(1), 52-66. Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of consumer research, 11(4), 954-961. Kim, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141-144. Kim, S., Chen, R. P., & Zhang, K. (2016). Anthropomorphized helpers undermine autonomy and enjoyment in computer games. Journal of Consumer Research, 43(2), 282-302. Kong, D. T., Tuncel, E., & McLean Parks, J. (2011). Anticipating happiness in a future negotiation: Anticipated happiness, propensity to initiate a negotiation, and individual outcomes. Negotiation and Conflict Management Research, 4(3), 219-247. Mogilner, C., Aaker, J., & Kamvar, S. D. (2012). How happiness affects choice. Journal of Consumer Research, 39(2), 429-443. 29 Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140-1150. Robin, R., & Dandis, A. O. (2021). Business as usual through contact tracing app: What influences intention to download? Journal of Marketing Management, 37(17-18), 1903- 1932. Taylor, C. R. (2022). Research on advertising in the metaverse: A call to action. International Journal of Advertising, 41(3), 383-384. Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: Analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95-112. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13. Tonietto, G. N., & Barasch, A. (2021). Generating content increases enjoyment by immersing consumers and accelerating perceived time. Journal of Marketing, 85(6), 83-100. Wang, S. S., & Chou, H. Y. (2019). Effects of game‐product congruity on in‐app interstitial advertising and the moderation of media‐context factors. Psychology & Marketing, 36(3), 229-246. Woolley, K., & Fishbach, A. (2016). For the fun of it: Harnessing immediate rewards to increase persistence in long-term goals. Journal of Consumer Research, 42(6), 952-966. Woolley, K., & Sharif, M. A. (2021). Incentives increase relative positivity of review content and enjoyment of review writing. Journal of Marketing Research, 58(3), 539-558. 30 News Abrol, A. (2023, March 20). Decentraland: A Journey into the Metaverse. Blockchain Council. Retrieved from https://www.blockchain-council.org/metaverse/decentraland-metaverse/ Ball, M. (2022, July 18). The Metaverse is the Future: Matthew Ball on the Potential of a New Virtual Reality. Time. Retrieved from https://time.com/6197849/metaverse-future- matthew-ball/ Baszucki, D. (2022, March–April). The CEO of Roblox on Scaling Community-Sourced Innovation. Harvard Business Review. Retrieved from https://hbr.org/2022/03/the-ceo-of- roblox-on-scaling-community-sourced-innovation Browning, K. (2021, October 31). Roblox, a Popular Videogame, Struggles to Police Music Piracy. The New York Times. Retrieved from https://www.nytimes.com/2020/08/16/technology/roblox-tweens-videogame- coronavirus.html Carlson, K. (2022, March 16). SXSW: Facebook`s Mark Zuckerberg Says Metaverse is the Future of the Internet. Austin American-Statesman. Retrieved from https://www.statesman.com/story/business/2022/03/16/sxsw-facebooks-mark- zuckerberg-says-metaverse-future-internet/7051230001/ Lee, A. (2023, January 12). Why Gamers Are Flocking from Premium Titles to Free-to-Play, Ad-Supported Games in This Unstable Economy. Digiday. Retrieved from https://digiday.com/marketing/why-gamers-are-flocking-from-premium-titles-to-free-to- play-ad-supported-games-in-this-unstable-economy/ Takahashi, D. (2023, March 29). How Epic Games Views the Metaverse and the State of Unreal: Tim Sweeney. VentureBeat. Retrieved from https://venturebeat.com/games/how-epic- games-views-the-metaverse-and-the-state-of-unreal-tim-sweeney/ 描述 碩士
國立政治大學
企業管理研究所(MBA學位學程)
110363009資料來源 http://thesis.lib.nccu.edu.tw/record/#G0110363009 資料類型 thesis dc.contributor.advisor 朴星俊 zh_TW dc.contributor.advisor Park, Sung-Jun en_US dc.contributor.author (作者) 陳典楨 zh_TW dc.contributor.author (作者) CHEN, TIEN-CHEN en_US dc.creator (作者) 陳典楨 zh_TW dc.creator (作者) CHEN, TIEN-CHEN en_US dc.date (日期) 2023 en_US dc.date.accessioned 6-七月-2023 16:53:57 (UTC+8) - dc.date.available 6-七月-2023 16:53:57 (UTC+8) - dc.date.issued (上傳時間) 6-七月-2023 16:53:57 (UTC+8) - dc.identifier (其他 識別碼) G0110363009 en_US dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/145893 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 企業管理研究所(MBA學位學程) zh_TW dc.description (描述) 110363009 zh_TW dc.description.abstract (摘要) 本研究以元宇宙遊戲 Roblox 為背景，透過分析 251 份問卷以探討消費者對於元宇宙廣告 的情緒反應。本研究採用享受、預期和體驗幸福作為中介變數，分析其對消費者下載及購 買新遊戲意圖之影響。研究結果顯示享受 (enjoyment) 對於消費者下載意圖 (download intention)有顯著正向影響，體驗幸福 (experienced happiness) 對於購買意圖 (purchase intention)有顯著正向影響，而預期幸福 (expected happiness) 對於下載及購買意圖都有顯著 正向影響。本研究結果為行銷及從業人員提供實證見解，為元宇宙遊戲行業的銷售策略設 計和顧客參與度提供可行方案。 zh_TW dc.description.abstract (摘要) This thesis examines consumers’ emotional responses to promotional activity in the context of the metaverse platform Roblox by analyzing a survey (n = 251). This paper examines the mediating roles of enjoyment, expected happiness, and experienced happiness on consumer download and purchase intention. The findings show that enjoyment leads to consumer intention to download a new game in Roblox, that experienced happiness leads to purchase intention, and that expected happiness leads to both download and purchase intention. The results provide empirical insights for marketers and practitioners, offering actionable suggestions for designing promotional strategies and refining customer engagement in the metaverse gaming industry. en_US dc.description.tableofcontents Table of Contents Abstract 3 List of Tables 5 List of Figures 6 Chapter 1 – Introduction 7 Chapter 2 – Relevant Literature and Hypotheses 9 2.1 Metaverse 9 2.2 Attractiveness 10 2.3 Enjoyment 11 2.4 Expected Happiness 11 2.5 Experienced Happiness 12 2.6 Download Intention 13 2.7 Purchase Intention 14 Chapter 3 – Methods 17 3.1 Sampling and Participants 17 3.2 Measurements17 Chapter 4 – Results 19 4.1 Descriptive Statistics 19 4.2 Measurement Models 21 Chapter 5 – General Discussion 25 5.1 Theoretical Implications 25 5.2 Managerial Implications 26 5.3 Limitations and Future Research 27 References 28 Appendix 32 zh_TW dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0110363009 en_US dc.subject (關鍵詞) 元宇宙遊戲 zh_TW dc.subject (關鍵詞) 享受 zh_TW dc.subject (關鍵詞) 預期幸福 zh_TW dc.subject (關鍵詞) 體驗幸福 zh_TW dc.subject (關鍵詞) 下載意圖 zh_TW dc.subject (關鍵詞) 購買意圖 zh_TW dc.subject (關鍵詞) 吸引力 zh_TW dc.subject (關鍵詞) Metaverse gaming en_US dc.subject (關鍵詞) Enjoyment en_US dc.subject (關鍵詞) Expected happiness en_US dc.subject (關鍵詞) Experienced happiness en_US dc.subject (關鍵詞) Download intention en_US dc.subject (關鍵詞) Purchase intention en_US dc.subject (關鍵詞) Attractiveness en_US dc.title (題名) 元宇宙中的廣告：享受、預期和體驗幸福對消費者下載和購買新遊戲意向的中介效應研究 zh_TW dc.title (題名) Advertising in the Metaverse: Mediating Roles of Enjoyment, Expected and Experienced Happiness on Consumer Intention to Download and Purchase a New Game en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) References Research Journal Ahn, S. J., Kim, J., & Kim, J. (2022). The bifold triadic relationships framework: A theoretical primer for advertising research in the metaverse. Journal of Advertising, 51(5), 592-607. Baker, M. J., & Churchill Jr, G. A. (1977). The impact of physically attractive models on advertising evaluations. Journal of Marketing research, 14(4), 538-555. Barrera, K. G., & Shah, D. (2023). Marketing in the Metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research, 155, 113420. Chou, H. Y., & Wang, S. S. (2016). The effects of happiness types and happiness congruity on game app advertising and environments. Electronic Commerce Research and Applications, 20, 1-14. Dhiman, N., & Kumar, A. (2023). What we know and don’t know about consumer happiness: three-decade review, synthesis, and research propositions. Journal of Interactive Marketing, 58(2-3), 115-135. Dwivedi, Y. K., Hughes, L., Wang, Y., Alalwan, A. A., Ahn, S. J., Balakrishnan, J., ... & Wirtz, J. (2023). Metaverse marketing: How the metaverse will shape the future of consumer research and practice. Psychology & Marketing, 40(4), 750-776. Escalas, J. E., & Bettman, J. R. (2017). Connecting with celebrities: How consumers appropriate celebrity meanings for a sense of belonging. Journal of Advertising, 46(2), 297-308. Etkin, J. (2016). The hidden cost of personal quantification. Journal of Consumer Research, 42(6), 967-984. 28 Etkin, J., & Mogilner, C. (2016). Does variety among activities increase happiness? Journal of Consumer Research, 43(2), 210-229. Evans, N. J., Balaban, D. C., Naderer, B., & Mucundorfeanu, M. (2022). How the impact of social media influencer disclosures changes over time: Discounting cues and exposure level can affect consumer attitudes and purchase intention. Journal of Advertising Research, 62(4), 353-366. Faraji-Rad, A., & Lee, L. (2022). Banking happiness. Journal of Consumer Research, 49(2), 336-358. Ghosh, T., Sreejesh, S., & Dwivedi, Y. K. (2021). Examining the deferred effects of gaming platform and game speed of advergames on memory, attitude, and purchase intention. Journal of Interactive Marketing, 55(1), 52-66. Kahle, L. R., & Homer, P. M. (1985). Physical attractiveness of the celebrity endorser: A social adaptation perspective. Journal of consumer research, 11(4), 954-961. Kim, J. (2021). Advertising in the metaverse: Research agenda. Journal of Interactive Advertising, 21(3), 141-144. Kim, S., Chen, R. P., & Zhang, K. (2016). Anthropomorphized helpers undermine autonomy and enjoyment in computer games. Journal of Consumer Research, 43(2), 282-302. Kong, D. T., Tuncel, E., & McLean Parks, J. (2011). Anticipating happiness in a future negotiation: Anticipated happiness, propensity to initiate a negotiation, and individual outcomes. Negotiation and Conflict Management Research, 4(3), 219-247. Mogilner, C., Aaker, J., & Kamvar, S. D. (2012). How happiness affects choice. Journal of Consumer Research, 39(2), 429-443. 29 Rauschnabel, P. A., Babin, B. J., tom Dieck, M. C., Krey, N., & Jung, T. (2022). What is augmented reality marketing? Its definition, complexity, and future. Journal of Business Research, 142, 1140-1150. Robin, R., & Dandis, A. O. (2021). Business as usual through contact tracing app: What influences intention to download? Journal of Marketing Management, 37(17-18), 1903- 1932. Taylor, C. R. (2022). Research on advertising in the metaverse: A call to action. International Journal of Advertising, 41(3), 383-384. Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: Analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95-112. Till, B. D., & Busler, M. (2000). The match-up hypothesis: Physical attractiveness, expertise, and the role of fit on brand attitude, purchase intent and brand beliefs. Journal of Advertising, 29(3), 1-13. Tonietto, G. N., & Barasch, A. (2021). Generating content increases enjoyment by immersing consumers and accelerating perceived time. Journal of Marketing, 85(6), 83-100. Wang, S. S., & Chou, H. Y. (2019). Effects of game‐product congruity on in‐app interstitial advertising and the moderation of media‐context factors. Psychology & Marketing, 36(3), 229-246. Woolley, K., & Fishbach, A. (2016). For the fun of it: Harnessing immediate rewards to increase persistence in long-term goals. Journal of Consumer Research, 42(6), 952-966. Woolley, K., & Sharif, M. A. (2021). Incentives increase relative positivity of review content and enjoyment of review writing. Journal of Marketing Research, 58(3), 539-558. 30 News Abrol, A. (2023, March 20). Decentraland: A Journey into the Metaverse. Blockchain Council. Retrieved from https://www.blockchain-council.org/metaverse/decentraland-metaverse/ Ball, M. (2022, July 18). The Metaverse is the Future: Matthew Ball on the Potential of a New Virtual Reality. Time. Retrieved from https://time.com/6197849/metaverse-future- matthew-ball/ Baszucki, D. (2022, March–April). The CEO of Roblox on Scaling Community-Sourced Innovation. Harvard Business Review. Retrieved from https://hbr.org/2022/03/the-ceo-of- roblox-on-scaling-community-sourced-innovation Browning, K. (2021, October 31). Roblox, a Popular Videogame, Struggles to Police Music Piracy. The New York Times. Retrieved from https://www.nytimes.com/2020/08/16/technology/roblox-tweens-videogame- coronavirus.html Carlson, K. (2022, March 16). SXSW: Facebook`s Mark Zuckerberg Says Metaverse is the Future of the Internet. Austin American-Statesman. Retrieved from https://www.statesman.com/story/business/2022/03/16/sxsw-facebooks-mark- zuckerberg-says-metaverse-future-internet/7051230001/ Lee, A. (2023, January 12). Why Gamers Are Flocking from Premium Titles to Free-to-Play, Ad-Supported Games in This Unstable Economy. Digiday. Retrieved from https://digiday.com/marketing/why-gamers-are-flocking-from-premium-titles-to-free-to- play-ad-supported-games-in-this-unstable-economy/ Takahashi, D. (2023, March 29). How Epic Games Views the Metaverse and the State of Unreal: Tim Sweeney. VentureBeat. Retrieved from https://venturebeat.com/games/how-epic- games-views-the-metaverse-and-the-state-of-unreal-tim-sweeney/ zh_TW
