| dc.creator (作者) | 楊亨利;Cheng-Shu Wang | zh_TW |
| dc.creator (作者) | Yang, Heng-Li | - |
| dc.date (日期) | 2008-08 | en_US |
| dc.date.accessioned | 17-Jan-2009 16:35:07 (UTC+8) | - |
| dc.date.available | 17-Jan-2009 16:35:07 (UTC+8) | - |
| dc.date.issued (上傳時間) | 17-Jan-2009 16:35:07 (UTC+8) | - |
| dc.identifier.uri (URI) | https://nccur.lib.nccu.edu.tw/handle/140.119/27359 | - |
| dc.description.abstract (摘要) | Computer games are considered an emerging media and are even regarded as an advertising channel. By a three-phase experiment, this study investigated the advertising effectiveness of computer games for different product placement forms, product types, and their combinations. As the statistical results revealed, computer games are appropriate for placement advertising. Additionally, different product types and placement forms produced different advertising effectiveness. Optimum combinations of product types and placement forms existed. An advertisement design model is proposed for use in game design environments. Some suggestions are given for advertisers and game companies respectively. | - |
| dc.format | application/ | en_US |
| dc.language | en | en_US |
| dc.language | en-US | en_US |
| dc.language.iso | en_US | - |
| dc.relation (關聯) | CyberPsychology & Behavior, 11(4), 399-404 | en_US |
| dc.title (題名) | Product Placement of Computer Games in Cyberspace | en_US |
| dc.type (資料類型) | article | en |
