Publications-Theses
Article View/Open
Publication Export
-
Google ScholarTM
NCCU Library
Citation Infomation
Related Publications in TAIR
題名 以自我決定理論探討遊戲化心理測驗的不確定性對廣告效果之影響
The Impact of Uncertainty in Gamified Psychological Test on Advertising Effectiveness: A Self-Determination Theory Perspective作者 邱欣慧
Chiu, Hsin-Hui貢獻者 林日璇
Lin, Jih-Hsuan
邱欣慧
Chiu, Hsin-Hui關鍵詞 遊戲化
心理測驗廣告遊戲
自我決定理論
不確定性
享樂感
廣告效果
Gamification
Psychological Advergame
Self-Determination Theory
Uncertainty
Enjoyment
Advertising Effectiveness日期 2026 上傳時間 2-Feb-2026 13:00:07 (UTC+8) 摘要 近年來，結合遊戲化機制的心理測驗已成為台灣數位行銷中提升使用者參與度與促進社群擴散的熱門策略。本研究旨在探討此類「心理測驗廣告遊戲（Psychological Advergames）」背後的運作機制，並結合自我決定理論（Self-Determination Theory, SDT）與資訊缺口理論（Information-Gap Theory），檢視遊戲中的「自主性」特徵如何透過引發使用者的「不確定性」與「享樂感」，進而影響「品牌態度」與「分享意圖」等廣告效果。 本研究採用線上實驗法，以知名心理測驗遊戲「你是什麼蛋糕？」作為實驗刺激物，將受測者隨機分配至「高自主性」與「低自主性」兩種情境進行操作。研究結果顯示：(1) 遊戲中的不確定性是提升廣告效果的關鍵驅動因素，不確定性能顯著提升使用者的享樂感，並透過享樂感的完全中介效果，正向影響品牌態度與分享意圖；(2) 自主性（提供多樣選擇）並未如預期般顯著提升感知不確定性或享樂感，致使序列中介假設未獲支持；(3) 然而，自主性對品牌態度具有直接且顯著的正向影響。 本研究證實了在心理測驗廣告遊戲中，不確定性所引發的好奇心與隨後的樂趣，是促成行銷成效的核心路徑。研究建議行銷人員在設計此類互動內容時，著重於創造引人入勝的資訊缺口與不確定性體驗，同時維持基本的自主選擇權以鞏固廣告效果。
Gamified psychological tests have become a popular digital marketing strategy in Taiwan. Grounded in Self-Determination Theory and Information-Gap Theory, this study investigates how autonomy-supportive features in "Psychological Advergames" influence advertising effectiveness (brand attitude and sharing intention) through perceived uncertainty and enjoyment. The study employed an online between-subjects experimental design using the psychological advergame "What Cake Are You?" as the stimulus. Participants were randomly assigned to either a high-autonomy or a low-autonomy condition. The results reveal that: (1) Uncertainty is the core driver of marketing success in this context; it significantly enhances enjoyment, which in turn fully mediates the positive effects on brand attitude and sharing intention; (2) Contrary to the hypothesis, autonomy (providing choices) did not significantly increase perceived uncertainty or enjoyment, and thus the proposed serial mediation model was not supported; (3) However, autonomy exerted a significant direct positive effect on brand attitude. These findings suggest that while autonomy serves as a foundational element for positive brand evaluation, the curiosity and pleasure derived from uncertainty are the primary catalysts for engagement and sharing behavior. Practical implications for marketers include prioritizing the design of compelling information gaps and uncertainty mechanics alongside user choice to optimize the effectiveness of gamified marketing campaigns.參考文獻 Al‐Zyoud, M. F. (2021). The impact of gamification on consumer loyalty, electronic word‐of mouth sharing and purchase behavior. Journal of Public Affairs, 21(3), e2263. https://doi.org/10.1002/pa.2263 Anastasi, A. & Urbina, S., (1997). Psychological testing. New Jersey.https://archive.org/details/dli.scoerat.3324psychologicaltestingseventhed/page/18/mode/2up?view=theater Anderson, E. C., Carleton, R. N., Diefenbach, M., & Han, P. K. (2019). The relationship between uncertainty and affect. Frontiers in psychology, 10, 2504. https://doi.org/10.3389/fpsyg.2019.02504 Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of consumer research, 13(2), 234-249. https://doi.org/10.1086/209063 Berns, G.S., McClure, S.M., Pagnoni, G., and Montague, P.R. (2001). Predictability modulates human brain response to reward. Journal of Neuroscience, 21(8), 2793–98. https://doi.org/10.1523/JNEUROSCI.21-08-02793.2001 Biocca, F. (2002). The evolution of interactive media. In M. C. Green, J. J. Strange, & T. C. Brock (Eds.), Narrative impact: Social and cognitive foundations (pp. 97–130). Psychology Press. Bughin, J., Doogan, J., & Vetvik, O. J. (2010, April). A new way to measure word-of-mouth marketing. McKinsey Quarterly. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-new-way-to-measure-word-of-mouth-marketing Cloke, H. (2023, May 27). 19 gamification trends for 2023-2025: Top stats, facts & examples. Growth Engineering. https://www.growthengineering.co.uk/19-gamification-trends-for-2022-2025-top-stats-facts-examples/ Deci, E. L., Koestner, R., & Ryan, R. M. (1999). A meta-analytic review of experiments examining the effects of extrinsic rewards on intrinsic motivation. Psychological Bulletin, 125(6), 627–668. https://doi.org/10.1037/0033-2909.125.6.627 Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. Plenum Press. Deci, E. L., & Ryan, R. M. (2012). Self-determination theory. In P. A. M. Van Lange, A. W. Kruglanski, & E. T. Higgins (Eds.), Handbook of theories of social psychology (Vol. 1, pp. 416–436). Sage Publications. https://doi.org/10.4135/9781446249215.n21 Deci, E. L., Ryan, R. M., Gagné, M., Leone, D. R., Usunov, J., & Kornazheva, B. P. (2001). Need satisfaction, motivation, and well-being in the work organizations of a former eastern bloc country: A cross-cultural study of self-determination. Personality and Social Psychology Bulletin, 27(8), 930–942. https://doi.org/10.1177/0146167201278002 De la Hera, T. (2019). Digital gaming and the advertising landscape. Amsterdam University Press. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, September). From game design elements to gamefulness: Defining "gamification". In Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments (pp. 9–15). ACM. https://doi.org/10.1145/2181037.2181040 DeVellis, R. F. (2012). Scale development: Theory and applications (3rd ed.). Sage. Dibben, N. (2004). The role of peripheral feedback in emotional experience with music. Music Perception, 22(1), 79–116. https://doi.org/10.1525/mp.2004.22.1.79 Gecas, V. (1982). The self-concept. Annual Review of Sociology, 8, 1–33. https://doi.org/10.1146/annurev.so.08.080182.000245 Golman, R., & Loewenstein, G. (2016). An information-gap theory of feelings about uncertainty. Information-Gap Theory, 202016. Golman, R., & Loewenstein, G. (2015). Curiosity, information gaps, and the utility of knowledge [Working paper]. Carnegie Mellon University. Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701–721. https://doi.org/10.1037/0022-3514.79.5.701 Heidari Haratemeh, M. (2024). The Effect of Viral Promotional Advergames on the Behavioral Reactions. Journal of Business Management, 16(3), 721-748. Hillen, M. A., Gutheil, C. M., Strout, T. D., Smets, E. M., & Han, P. K. (2017). Tolerance of uncertainty: Conceptual analysis, integrative model, and implications for healthcare. Social Science & Medicine, 180, 62-75. Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34(1), 25-36. Hogg, M. A. (2000). Subjective uncertainty reduction through self-categorization: A motivational theory of social identity processes. European review of social psychology, 11(1), 223-255. Hsee, C. K., Yang, Y., & Ruan, B. (2015). The mere-reaction effect: Even nonpositive and noninformative reactions can reinforce actions. Journal of Consumer Research, 42(3), 420-434. Hsee, C. K., & Ruan, B. (2016). The Pandora effect: The power and peril of curiosity. Psychological science, 27(5), 659-666. https://doi.org/10.1177/0956797616631733 Huotari, K., & Hamari, J. (2017). A definition for gamification: anchoring gamification in the service marketing literature. Electronic markets, 27(1), 21-31. https://doi.org/10.1007/s12525-015-0212-z Juul, J. (2003, January). The game, the player, the world: Looking for a heart of gameness. In Proceedings of DiGRA 2003 Conference: Level Up. http://www.digra.org/digital-library/publications/the-game-the-player-the-world-looking-for-a-heart-of-gameness/ Keller, E., & Fay, B. (2012). Word-of-mouth advocacy: A new key to advertising effectiveness. Journal of Advertising Research, 52(4), 459-464. Ketelaar, P. E., Van't Riet, J., Thorbjørnsen, H., & Buijzen, M. (2018). Positive uncertainty: The benefit of the doubt in advertising. International Journal of Advertising, 37(2), 256-269. Lee, Y.-H., & Qiu, C. (2009). When uncertainty brings pleasure: The role of prospect imageability and mental imagery. Journal of Consumer Research 36(4), 624–635. Loewenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological bulletin, 116(1), 75. https://doi.org/10.1037/0033-2909.116.1.75 Mahler, P. (2024, July 17). In-Game Advertising Stats & Trends [2024]. ESKIMI. https://www.eskimi.com/blog/in-game-statistics Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2019). User generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 1–21. https://doi.org/10.1080/02650487.2019.1596447 Merriam-Webster. (n.d.). Uncertainty. In Merriam-Webster.com dictionary. Retrieved January 16, 2025, from https://www.merriam-webster.com/dictionary/uncertainty Muehling, Darrel D. and Russell N. Laczniak (1988), "Advertising's Immediate and Delayed Influence on Brand Attitudes: Considerations Across Message Involvement Levels," Journal of Advertising, 17 (4), 23-34. Nabi, R. L., & Krcmar, M. (2004). Conceptualizing media enjoyment as attitude: Implications for mass media effects research. Communication theory, 14(4), 288-310. Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: testing a model of voluntary participation in value co‐creation activities. Journal of product innovation management, 26(4), 388-406. Noordewier, Marret K., and Eric van Dijk (2015), “Curiosity and Time: From Not Knowing to Almost Knowing,” Cognition and Emotion, 31 (3), 411-421. Okazaki, S., & Yagüe, M. J. (2012). Responses to an advergaming campaign on a mobile social networking site: An initial research report. Computers in Human Behavior, 28(1), 78-86. Peng, W., Lin, J. H., Pfeiffer, K. A., & Winn, B. (2012). Need satisfaction supportive game features as motivational determinants: An experimental study of a self-determination theory guided exergame. Media Psychology, 15(2), 175-196. https://doi.org/10.1080/15213269.2012.673850 Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263-274. Polichak, James and Richard J. Gerrig (2002), “Get Up and Win! Participatory Responses to Narratives,” in Narrative Impact: Social and Cognitive Foundations. Melanie C. Green, Jeffrey J. Strange, Timothy C. Brock, editors. Hillsdale, NJ: Lawrence Erlbaum. Raney, A. A., & Bryant, J. (2002). Moral judgment and crime drama: An integrated theory of enjoyment. Journal of communication, 52(2), 402-415. https://doi.org/10.1111/j.1460-2466.2002.tb02552.x Ruan, B., Hsee, C. K., & Lu, Z. Y. (2018). The teasing effect: An underappreciated benefit of creating and resolving an uncertainty. Journal of Marketing Research, 55(4), 556-570. Ryan, R. M. (1982). Control and information in the intrapersonal sphere: An extension of cognitive evaluation theory. Journal of Personality and Social Psychology, 43, 450–461. Ryan, R. M., & Deci, E. L. (2000a). Intrinsic and extrinsic motivations: Classic definitions and new directions. Contemporary educational psychology, 25(1), 54-67. https://doi.org/10.1111/j.1460-2466.2002.tb02552.x Ryan, R. M., & Deci, E. L. (2000b). The darker and brighter sides of human existence: Basic psychological needs as a unifying concept. Psychological inquiry, 11(4), 319-338. Ryan, R. M. (2017). Self-determination theory: Basic psychological needs in motivation, development, and wellness. Guilford Press. Ryan, R. M., Rigby, C. S., & Przybylski, A. (2006). The motivational pull of video games: A self-determination theory approach. Motivation and emotion, 30, 344-360. Sanka, N. S., Bhosale, S., & Verma, V. (2022, July). In-Game Advertising Market Size, Share, Competitive Landscape and Trend Analysis Report, by Type, by Device Type: Global Opportunity Analysis and Industry Forecast, 2021-2030. Allied Market Research. https://www.alliedmarketresearch.com/in-game-advertising-market-A16542 Schell, J. (2008), The Art of Game Design: A Book of Lenses. Burlington, Morgan Kaufmann. Schindler, R. M., & Bickart, B. (2005). Published word of mouth: Referable, consumer-generated information on the Internet. Online consumer psychology: Understanding and influencing consumer behavior in the virtual world, 32(1), 35-61. Sedikides, C., & Strube, M. J. (1995). The multiply motivated self. Personality and Social Psychology Bulletin, 21(12), 1330-1335. https://doi.org/10.1177/01461672952112010 Shen, L., Fishbach, A., & Hsee, C. K. (2015). The motivating-uncertainty effect: Uncertainty increases resource investment in the process of reward pursuit. Journal of Consumer Research, 41(5), 1301-1315. https://doi.org/10.1086/679418 Shoplazza. (2023, May 22). Maximizing Ecommerce Success with Instagram Stories. Insider Intelligence. https://www.insiderintelligence.com/content/maximizing-ecommerce-success-with-instagram-stories-sponsored-content Sieff, E. M., Dawes, R. M., & Loewenstein, G. (1999). Anticipated versus actual reaction to HIV test results. The American journal of psychology, 112(2), 297. Slater, M. D., & Rouner, D. (2002). Entertainment—education and elaboration likelihood: Understanding the processing of narrative persuasion. Communication theory, 12(2), 173-191. https://doi.org/10.1111/j.1468-2885.2002.tb00265.x Swann Jr., W. B. (1983). Self-verification: Bringing social reality into harmony with the self. In J. Suls & A. G. Greenwald (Eds.), Social psychological perspectives on the self (Vol. 2, pp. 33–66). Hillsdale: Erlbaum. Talaifar, S., & Swann, W. B. (2017). Self-verification theory. In Encyclopedia of personality and individual differences (pp. 1-9). Springer, Cham. 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. Terrill, B. (2008, June 16). Bret on Social Games. My Coverage of Lobby of the Social Gaming Summit. https://blog.bretterrill.com/2008/06/my-coverage-of-lobby-of-social-gaming.html Tina, W., & Buckner, K. (2006). Receptiveness of Gamers to Embedded Brand Messages in Advergames: Attitudes towards Product Placement. Journal of Interactive Advertising, 7(1), 3–32. https://doi.org/10.1080/15252019.2006.10722123 Tuten, T. L., & Ashley, C. (2016). Do social advergames affect brand attitudes and advocacy?. Journal of Marketing Communications, 22(3), 236-255. Urbina, S. (2016). Psychological testing. Encyclopedia of Mental Health: Second Edition, 357. Van Berlo, Z. M., Van Reijmersdal, E. A., & Waiguny, M. K. (2023). Twenty years of research on gamified advertising: a systematic overview of theories and variables. International Journal of Advertising, 42(1), 171-180. Van den Bos, K. (2009). Making sense of life: The existential self trying to deal with personal uncertainty. Psychological Inquiry, 20(4), 197-217. Van Laer, T., De Ruyter, K., Visconti, L. M., & Wetzels, M. (2014). The extended transportation-imagery model: A meta-analysis of the antecedents and consequences of consumers' narrative transportation. Journal of Consumer research, 40(5), 797-817. Vorderer, P., Klimmt, C., & Ritterfeld, U. (2004). Enjoyment: At the heart of media entertainment. Communication theory, 14(4), 388-408. Wang, Jing and Bobby J. Calder (2009), “Media Engagement and Advertising: Transportation, Matching, Transference and Intrusion,” Journal of Consumer Psychology, 19, 3, 546–55. Wang, Q., Sun, Y., Zhu, J., & Zhang, X. (2018). The impact of uncertain rewards on customers’ recommendation intention in social networks. Internet Research, 28(4), 1029-1054. Webb, D., Soutar, G. N., Mazzarol, T., & Saldaris, P. (2013). Self-determination theory and consumer behavioural change: Evidence from a household energy-saving behaviour study. Journal of Environmental Psychology, 35, 59-66. Wilson, T.D., D.B. Centerbar, D.A. Kermer, and D.T. Gilbert. 2005. The pleasures of uncertainty: Prolonging positive moods in ways people do not anticipate. Journal of Personality and Social Psychology 88: 5–21. Wise, K., Bolls, P. D., Kim, H., Venkataraman, A., & Meyer, R. (2008). Enjoyment of advergames and brand attitudes: The impact of thematic relevance. Journal of Interactive Advertising, 9(1), 27-36. Zagni, L. M., Baima, G., Do, B., & Nguyen, L. D. X. (2025). Convergence and divergence in digital game-based advertising: a systematic review of advergames and in-game advertising. Review of Managerial Science, 1-24. Zhang, Y., & Zhang, T. (2022). The effect of blind box product uncertainty on consumers’ purchase intention: The mediating role of perceived value and the moderating role of purchase intention. Frontiers in Psychology, 13, 946527. Zhao, Z., & Renard, D. (2018). Viral Promotional Advergames: How Intrinsic Playfulness and the Extrinsic Value of Prizes Elicit Behavioral Responses. Journal of Interactive Marketing, 41(1), 94-103. https://doi.org/10.1016/j.intmar.2017.09.004 Zickuhr, K. (2011). Generations and their gadgets (p. 2013). Washington, DC: Pew Internet & American Life Project. 2. Traditional Chinese Just adtech（2023，8月17日）。 想做UGC行銷？深度分析近幾年火紅的行銷心理測驗。Just Adtech。 https://www.just-adtech.com/user-generated-content/ OOOPEN Lab（2025，3月21日）。掌握遊戲化行銷關鍵與 10 種遊戲化手法，提升品牌擴散與轉換。OOOPEN Lab。https://ooopenlab.cc/blog/post/gamification 余心彤（2022，10月27日）。發起 Hashtag 挑戰、打造心理測驗互動！社群時代必學的UGC行銷怎麼玩。未來商務。https://fc.bnext.com.tw/articles/view/2521 曾子軒（2023，7月11日）。瘋傳50萬人的「蛋糕測驗」，說明心理測驗在台灣永不過時？。 遠見雜誌。https://www.gvm.com.tw/article/104334 描述 碩士
國立政治大學
國際傳播英語碩士學位學程(IMICS)
111461017資料來源 http://thesis.lib.nccu.edu.tw/record/#G0111461017 資料類型 thesis dc.contributor.advisor 林日璇 zh_TW dc.contributor.advisor Lin, Jih-Hsuan en_US dc.contributor.author (Authors) 邱欣慧 zh_TW dc.contributor.author (Authors) Chiu, Hsin-Hui en_US dc.creator (作者) 邱欣慧 zh_TW dc.creator (作者) Chiu, Hsin-Hui en_US dc.date (日期) 2026 en_US dc.date.accessioned 2-Feb-2026 13:00:07 (UTC+8) - dc.date.available 2-Feb-2026 13:00:07 (UTC+8) - dc.date.issued (上傳時間) 2-Feb-2026 13:00:07 (UTC+8) - dc.identifier (Other Identifiers) G0111461017 en_US dc.identifier.uri (URI) https://nccur.lib.nccu.edu.tw/handle/140.119/161452 - dc.description (描述) 碩士 zh_TW dc.description (描述) 國立政治大學 zh_TW dc.description (描述) 國際傳播英語碩士學位學程(IMICS) zh_TW dc.description (描述) 111461017 zh_TW dc.description.abstract (摘要) 近年來，結合遊戲化機制的心理測驗已成為台灣數位行銷中提升使用者參與度與促進社群擴散的熱門策略。本研究旨在探討此類「心理測驗廣告遊戲（Psychological Advergames）」背後的運作機制，並結合自我決定理論（Self-Determination Theory, SDT）與資訊缺口理論（Information-Gap Theory），檢視遊戲中的「自主性」特徵如何透過引發使用者的「不確定性」與「享樂感」，進而影響「品牌態度」與「分享意圖」等廣告效果。 本研究採用線上實驗法，以知名心理測驗遊戲「你是什麼蛋糕？」作為實驗刺激物，將受測者隨機分配至「高自主性」與「低自主性」兩種情境進行操作。研究結果顯示：(1) 遊戲中的不確定性是提升廣告效果的關鍵驅動因素，不確定性能顯著提升使用者的享樂感，並透過享樂感的完全中介效果，正向影響品牌態度與分享意圖；(2) 自主性（提供多樣選擇）並未如預期般顯著提升感知不確定性或享樂感，致使序列中介假設未獲支持；(3) 然而，自主性對品牌態度具有直接且顯著的正向影響。 本研究證實了在心理測驗廣告遊戲中，不確定性所引發的好奇心與隨後的樂趣，是促成行銷成效的核心路徑。研究建議行銷人員在設計此類互動內容時，著重於創造引人入勝的資訊缺口與不確定性體驗，同時維持基本的自主選擇權以鞏固廣告效果。 zh_TW dc.description.abstract (摘要) Gamified psychological tests have become a popular digital marketing strategy in Taiwan. Grounded in Self-Determination Theory and Information-Gap Theory, this study investigates how autonomy-supportive features in "Psychological Advergames" influence advertising effectiveness (brand attitude and sharing intention) through perceived uncertainty and enjoyment. The study employed an online between-subjects experimental design using the psychological advergame "What Cake Are You?" as the stimulus. Participants were randomly assigned to either a high-autonomy or a low-autonomy condition. The results reveal that: (1) Uncertainty is the core driver of marketing success in this context; it significantly enhances enjoyment, which in turn fully mediates the positive effects on brand attitude and sharing intention; (2) Contrary to the hypothesis, autonomy (providing choices) did not significantly increase perceived uncertainty or enjoyment, and thus the proposed serial mediation model was not supported; (3) However, autonomy exerted a significant direct positive effect on brand attitude. These findings suggest that while autonomy serves as a foundational element for positive brand evaluation, the curiosity and pleasure derived from uncertainty are the primary catalysts for engagement and sharing behavior. Practical implications for marketers include prioritizing the design of compelling information gaps and uncertainty mechanics alongside user choice to optimize the effectiveness of gamified marketing campaigns. en_US dc.description.tableofcontents 1.Introduction 1 1.1 Research Background 1 1.2 Research Purpose 4 2. Literature Review 7 2.1 Gamify Psychological Test for Advertising Purpose 7 2.1.1 Definition and the Popularity of Psychological Test 7 2.1.2 Gamify Psychological Test 10 2.2 SDT and Psychological Advergames 18 2.2.1 Self-Determination Theory 18 2.2.2 How Autonomy Needs be satisfied in Psychological Advergames 20 2.2.3 Autonomy as the Primary Focus in Psychological Advergames 21 2.3 Uncertainty in the Psychological Advergame 22 2.3.1 Definition of Uncertainty 22 2.3.2 Negative Effects of Uncertainty 23 2.3.3 Positive Effects of Uncertainty 24 2.3.4 Information-Gap Theory and Uncertainty Resolution 25 2.4 Media Enjoyment and Intrinsic Needs 27 2.5 Marketing Effects in Psychological Advergame 29 2.5.1 Brand Attitude 31 2.5.2 Sharing Intention 32 2.6 Enjoyment as a mediator 34 3. Method 36 3.1 Model 36 3.2 Hypothesis 36 3.3 Research Design 37 3.3.1 Stimuli 39 3.3.2 Pilot Test 46 3.4 Main Study 55 3.4.1 Procedure 55 3.4.2 Measurement 56 4. Results 59 4.1 Sample Size and Descriptive Statistics 59 4.2 Manipulation Check 60 4.3 Results 61 4.4 Summary of Hypotheses Testing 71 5. Discussion and Conclusion 72 5.1 Findings and Discussion 72 5.2 Theoretical and Practical Contributions 74 6. Limitation and Suggestion 79 Reference 81 Appendix 90 zh_TW dc.format.extent 6738971 bytes - dc.format.mimetype application/pdf - dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0111461017 en_US dc.subject (關鍵詞) 遊戲化 zh_TW dc.subject (關鍵詞) 心理測驗廣告遊戲 zh_TW dc.subject (關鍵詞) 自我決定理論 zh_TW dc.subject (關鍵詞) 不確定性 zh_TW dc.subject (關鍵詞) 享樂感 zh_TW dc.subject (關鍵詞) 廣告效果 zh_TW dc.subject (關鍵詞) Gamification en_US dc.subject (關鍵詞) Psychological Advergame en_US dc.subject (關鍵詞) Self-Determination Theory en_US dc.subject (關鍵詞) Uncertainty en_US dc.subject (關鍵詞) Enjoyment en_US dc.subject (關鍵詞) Advertising Effectiveness en_US dc.title (題名) 以自我決定理論探討遊戲化心理測驗的不確定性對廣告效果之影響 zh_TW dc.title (題名) The Impact of Uncertainty in Gamified Psychological Test on Advertising Effectiveness: A Self-Determination Theory Perspective en_US dc.type (資料類型) thesis en_US dc.relation.reference (參考文獻) Al‐Zyoud, M. F. (2021). The impact of gamification on consumer loyalty, electronic word‐of mouth sharing and purchase behavior. Journal of Public Affairs, 21(3), e2263. https://doi.org/10.1002/pa.2263 Anastasi, A. & Urbina, S., (1997). Psychological testing. New Jersey.https://archive.org/details/dli.scoerat.3324psychologicaltestingseventhed/page/18/mode/2up?view=theater Anderson, E. C., Carleton, R. N., Diefenbach, M., & Han, P. K. (2019). The relationship between uncertainty and affect. Frontiers in psychology, 10, 2504. https://doi.org/10.3389/fpsyg.2019.02504 Batra, R., & Ray, M. L. (1986). Affective responses mediating acceptance of advertising. Journal of consumer research, 13(2), 234-249. https://doi.org/10.1086/209063 Berns, G.S., McClure, S.M., Pagnoni, G., and Montague, P.R. (2001). Predictability modulates human brain response to reward. Journal of Neuroscience, 21(8), 2793–98. https://doi.org/10.1523/JNEUROSCI.21-08-02793.2001 Biocca, F. (2002). The evolution of interactive media. In M. C. Green, J. J. Strange, & T. C. Brock (Eds.), Narrative impact: Social and cognitive foundations (pp. 97–130). Psychology Press. Bughin, J., Doogan, J., & Vetvik, O. J. (2010, April). A new way to measure word-of-mouth marketing. McKinsey Quarterly. https://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/a-new-way-to-measure-word-of-mouth-marketing Cloke, H. (2023, May 27). 19 gamification trends for 2023-2025: Top stats, facts & examples. Growth Engineering. https://www.growthengineering.co.uk/19-gamification-trends-for-2022-2025-top-stats-facts-examples/ Deci, E. L., Koestner, R., & Ryan, R. M. (1999). A meta-analytic review of experiments examining the effects of extrinsic rewards on intrinsic motivation. Psychological Bulletin, 125(6), 627–668. https://doi.org/10.1037/0033-2909.125.6.627 Deci, E. L., & Ryan, R. M. (1985). Intrinsic motivation and self-determination in human behavior. Plenum Press. Deci, E. L., & Ryan, R. M. (2012). Self-determination theory. In P. A. M. Van Lange, A. W. Kruglanski, & E. T. Higgins (Eds.), Handbook of theories of social psychology (Vol. 1, pp. 416–436). Sage Publications. https://doi.org/10.4135/9781446249215.n21 Deci, E. L., Ryan, R. M., Gagné, M., Leone, D. R., Usunov, J., & Kornazheva, B. P. (2001). Need satisfaction, motivation, and well-being in the work organizations of a former eastern bloc country: A cross-cultural study of self-determination. Personality and Social Psychology Bulletin, 27(8), 930–942. https://doi.org/10.1177/0146167201278002 De la Hera, T. (2019). Digital gaming and the advertising landscape. Amsterdam University Press. Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011, September). From game design elements to gamefulness: Defining "gamification". In Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments (pp. 9–15). ACM. https://doi.org/10.1145/2181037.2181040 DeVellis, R. F. (2012). Scale development: Theory and applications (3rd ed.). Sage. Dibben, N. (2004). The role of peripheral feedback in emotional experience with music. Music Perception, 22(1), 79–116. https://doi.org/10.1525/mp.2004.22.1.79 Gecas, V. (1982). The self-concept. Annual Review of Sociology, 8, 1–33. https://doi.org/10.1146/annurev.so.08.080182.000245 Golman, R., & Loewenstein, G. (2016). An information-gap theory of feelings about uncertainty. Information-Gap Theory, 202016. Golman, R., & Loewenstein, G. (2015). Curiosity, information gaps, and the utility of knowledge [Working paper]. Carnegie Mellon University. Green, M. C., & Brock, T. C. (2000). The role of transportation in the persuasiveness of public narratives. Journal of Personality and Social Psychology, 79(5), 701–721. https://doi.org/10.1037/0022-3514.79.5.701 Heidari Haratemeh, M. (2024). The Effect of Viral Promotional Advergames on the Behavioral Reactions. Journal of Business Management, 16(3), 721-748. Hillen, M. A., Gutheil, C. M., Strout, T. D., Smets, E. M., & Han, P. K. (2017). Tolerance of uncertainty: Conceptual analysis, integrative model, and implications for healthcare. Social Science & Medicine, 180, 62-75. Hofacker, C. F., De Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal of Interactive Marketing, 34(1), 25-36. Hogg, M. A. (2000). Subjective uncertainty reduction through self-categorization: A motivational theory of social identity processes. European review of social psychology, 11(1), 223-255. Hsee, C. K., Yang, Y., & Ruan, B. (2015). The mere-reaction effect: Even nonpositive and noninformative reactions can reinforce actions. Journal of Consumer Research, 42(3), 420-434. Hsee, C. K., & Ruan, B. (2016). The Pandora effect: The power and peril of curiosity. Psychological science, 27(5), 659-666. https://doi.org/10.1177/0956797616631733 Huotari, K., & Hamari, J. (2017). A definition for gamification: anchoring gamification in the service marketing literature. Electronic markets, 27(1), 21-31. https://doi.org/10.1007/s12525-015-0212-z Juul, J. (2003, January). The game, the player, the world: Looking for a heart of gameness. In Proceedings of DiGRA 2003 Conference: Level Up. http://www.digra.org/digital-library/publications/the-game-the-player-the-world-looking-for-a-heart-of-gameness/ Keller, E., & Fay, B. (2012). Word-of-mouth advocacy: A new key to advertising effectiveness. Journal of Advertising Research, 52(4), 459-464. Ketelaar, P. E., Van't Riet, J., Thorbjørnsen, H., & Buijzen, M. (2018). Positive uncertainty: The benefit of the doubt in advertising. International Journal of Advertising, 37(2), 256-269. Lee, Y.-H., & Qiu, C. (2009). When uncertainty brings pleasure: The role of prospect imageability and mental imagery. Journal of Consumer Research 36(4), 624–635. Loewenstein, G. (1994). The psychology of curiosity: A review and reinterpretation. Psychological bulletin, 116(1), 75. https://doi.org/10.1037/0033-2909.116.1.75 Mahler, P. (2024, July 17). In-Game Advertising Stats & Trends [2024]. ESKIMI. https://www.eskimi.com/blog/in-game-statistics Mayrhofer, M., Matthes, J., Einwiller, S., & Naderer, B. (2019). User generated content presenting brands on social media increases young adults’ purchase intention. International Journal of Advertising, 39(1), 1–21. https://doi.org/10.1080/02650487.2019.1596447 Merriam-Webster. (n.d.). Uncertainty. In Merriam-Webster.com dictionary. Retrieved January 16, 2025, from https://www.merriam-webster.com/dictionary/uncertainty Muehling, Darrel D. and Russell N. Laczniak (1988), "Advertising's Immediate and Delayed Influence on Brand Attitudes: Considerations Across Message Involvement Levels," Journal of Advertising, 17 (4), 23-34. Nabi, R. L., & Krcmar, M. (2004). Conceptualizing media enjoyment as attitude: Implications for mass media effects research. Communication theory, 14(4), 288-310. Nambisan, S., & Baron, R. A. (2009). Virtual customer environments: testing a model of voluntary participation in value co‐creation activities. Journal of product innovation management, 26(4), 388-406. Noordewier, Marret K., and Eric van Dijk (2015), “Curiosity and Time: From Not Knowing to Almost Knowing,” Cognition and Emotion, 31 (3), 411-421. Okazaki, S., & Yagüe, M. J. (2012). Responses to an advergaming campaign on a mobile social networking site: An initial research report. Computers in Human Behavior, 28(1), 78-86. Peng, W., Lin, J. H., Pfeiffer, K. A., & Winn, B. (2012). Need satisfaction supportive game features as motivational determinants: An experimental study of a self-determination theory guided exergame. Media Psychology, 15(2), 175-196. https://doi.org/10.1080/15213269.2012.673850 Percy, L., & Rossiter, J. R. (1992). A model of brand awareness and brand attitude advertising strategies. Psychology & Marketing, 9(4), 263-274. Polichak, James and Richard J. Gerrig (2002), “Get Up and Win! Participatory Responses to Narratives,” in Narrative Impact: Social and Cognitive Foundations. Melanie C. Green, Jeffrey J. Strange, Timothy C. Brock, editors. Hillsdale, NJ: Lawrence Erlbaum. Raney, A. A., & Bryant, J. (2002). Moral judgment and crime drama: An integrated theory of enjoyment. Journal of communication, 52(2), 402-415. https://doi.org/10.1111/j.1460-2466.2002.tb02552.x Ruan, B., Hsee, C. K., & Lu, Z. Y. (2018). The teasing effect: An underappreciated benefit of creating and resolving an uncertainty. Journal of Marketing Research, 55(4), 556-570. Ryan, R. M. (1982). Control and information in the intrapersonal sphere: An extension of cognitive evaluation theory. Journal of Personality and Social Psychology, 43, 450–461. Ryan, R. M., & Deci, E. L. (2000a). Intrinsic and extrinsic motivations: Classic definitions and new directions. Contemporary educational psychology, 25(1), 54-67. https://doi.org/10.1111/j.1460-2466.2002.tb02552.x Ryan, R. M., & Deci, E. L. (2000b). The darker and brighter sides of human existence: Basic psychological needs as a unifying concept. Psychological inquiry, 11(4), 319-338. Ryan, R. M. (2017). Self-determination theory: Basic psychological needs in motivation, development, and wellness. Guilford Press. Ryan, R. M., Rigby, C. S., & Przybylski, A. (2006). The motivational pull of video games: A self-determination theory approach. Motivation and emotion, 30, 344-360. Sanka, N. S., Bhosale, S., & Verma, V. (2022, July). In-Game Advertising Market Size, Share, Competitive Landscape and Trend Analysis Report, by Type, by Device Type: Global Opportunity Analysis and Industry Forecast, 2021-2030. Allied Market Research. https://www.alliedmarketresearch.com/in-game-advertising-market-A16542 Schell, J. (2008), The Art of Game Design: A Book of Lenses. Burlington, Morgan Kaufmann. Schindler, R. M., & Bickart, B. (2005). Published word of mouth: Referable, consumer-generated information on the Internet. Online consumer psychology: Understanding and influencing consumer behavior in the virtual world, 32(1), 35-61. Sedikides, C., & Strube, M. J. (1995). The multiply motivated self. Personality and Social Psychology Bulletin, 21(12), 1330-1335. https://doi.org/10.1177/01461672952112010 Shen, L., Fishbach, A., & Hsee, C. K. (2015). The motivating-uncertainty effect: Uncertainty increases resource investment in the process of reward pursuit. Journal of Consumer Research, 41(5), 1301-1315. https://doi.org/10.1086/679418 Shoplazza. (2023, May 22). Maximizing Ecommerce Success with Instagram Stories. Insider Intelligence. https://www.insiderintelligence.com/content/maximizing-ecommerce-success-with-instagram-stories-sponsored-content Sieff, E. M., Dawes, R. M., & Loewenstein, G. (1999). Anticipated versus actual reaction to HIV test results. The American journal of psychology, 112(2), 297. Slater, M. D., & Rouner, D. (2002). Entertainment—education and elaboration likelihood: Understanding the processing of narrative persuasion. Communication theory, 12(2), 173-191. https://doi.org/10.1111/j.1468-2885.2002.tb00265.x Swann Jr., W. B. (1983). Self-verification: Bringing social reality into harmony with the self. In J. Suls & A. G. Greenwald (Eds.), Social psychological perspectives on the self (Vol. 2, pp. 33–66). Hillsdale: Erlbaum. Talaifar, S., & Swann, W. B. (2017). Self-verification theory. In Encyclopedia of personality and individual differences (pp. 1-9). Springer, Cham. 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. Terrill, B. (2008, June 16). Bret on Social Games. My Coverage of Lobby of the Social Gaming Summit. https://blog.bretterrill.com/2008/06/my-coverage-of-lobby-of-social-gaming.html Tina, W., & Buckner, K. (2006). Receptiveness of Gamers to Embedded Brand Messages in Advergames: Attitudes towards Product Placement. Journal of Interactive Advertising, 7(1), 3–32. https://doi.org/10.1080/15252019.2006.10722123 Tuten, T. L., & Ashley, C. (2016). Do social advergames affect brand attitudes and advocacy?. Journal of Marketing Communications, 22(3), 236-255. Urbina, S. (2016). Psychological testing. Encyclopedia of Mental Health: Second Edition, 357. Van Berlo, Z. M., Van Reijmersdal, E. A., & Waiguny, M. K. (2023). Twenty years of research on gamified advertising: a systematic overview of theories and variables. International Journal of Advertising, 42(1), 171-180. Van den Bos, K. (2009). Making sense of life: The existential self trying to deal with personal uncertainty. Psychological Inquiry, 20(4), 197-217. Van Laer, T., De Ruyter, K., Visconti, L. M., & Wetzels, M. (2014). The extended transportation-imagery model: A meta-analysis of the antecedents and consequences of consumers' narrative transportation. Journal of Consumer research, 40(5), 797-817. Vorderer, P., Klimmt, C., & Ritterfeld, U. (2004). Enjoyment: At the heart of media entertainment. Communication theory, 14(4), 388-408. Wang, Jing and Bobby J. Calder (2009), “Media Engagement and Advertising: Transportation, Matching, Transference and Intrusion,” Journal of Consumer Psychology, 19, 3, 546–55. Wang, Q., Sun, Y., Zhu, J., & Zhang, X. (2018). The impact of uncertain rewards on customers’ recommendation intention in social networks. Internet Research, 28(4), 1029-1054. Webb, D., Soutar, G. N., Mazzarol, T., & Saldaris, P. (2013). Self-determination theory and consumer behavioural change: Evidence from a household energy-saving behaviour study. Journal of Environmental Psychology, 35, 59-66. Wilson, T.D., D.B. Centerbar, D.A. Kermer, and D.T. Gilbert. 2005. The pleasures of uncertainty: Prolonging positive moods in ways people do not anticipate. Journal of Personality and Social Psychology 88: 5–21. Wise, K., Bolls, P. D., Kim, H., Venkataraman, A., & Meyer, R. (2008). Enjoyment of advergames and brand attitudes: The impact of thematic relevance. Journal of Interactive Advertising, 9(1), 27-36. Zagni, L. M., Baima, G., Do, B., & Nguyen, L. D. X. (2025). Convergence and divergence in digital game-based advertising: a systematic review of advergames and in-game advertising. Review of Managerial Science, 1-24. Zhang, Y., & Zhang, T. (2022). The effect of blind box product uncertainty on consumers’ purchase intention: The mediating role of perceived value and the moderating role of purchase intention. Frontiers in Psychology, 13, 946527. Zhao, Z., & Renard, D. (2018). Viral Promotional Advergames: How Intrinsic Playfulness and the Extrinsic Value of Prizes Elicit Behavioral Responses. Journal of Interactive Marketing, 41(1), 94-103. https://doi.org/10.1016/j.intmar.2017.09.004 Zickuhr, K. (2011). Generations and their gadgets (p. 2013). Washington, DC: Pew Internet & American Life Project. 2. Traditional Chinese Just adtech（2023，8月17日）。 想做UGC行銷？深度分析近幾年火紅的行銷心理測驗。Just Adtech。 https://www.just-adtech.com/user-generated-content/ OOOPEN Lab（2025，3月21日）。掌握遊戲化行銷關鍵與 10 種遊戲化手法，提升品牌擴散與轉換。OOOPEN Lab。https://ooopenlab.cc/blog/post/gamification 余心彤（2022，10月27日）。發起 Hashtag 挑戰、打造心理測驗互動！社群時代必學的UGC行銷怎麼玩。未來商務。https://fc.bnext.com.tw/articles/view/2521 曾子軒（2023，7月11日）。瘋傳50萬人的「蛋糕測驗」，說明心理測驗在台灣永不過時？。 遠見雜誌。https://www.gvm.com.tw/article/104334 zh_TW
