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论文编号：	7421
作者编号：	2120132357
上传时间：	2015/6/9 18:25:33
中文题目：	社交网络游戏植入式广告与消费者购买意愿关系研究
英文题目：	The Research on the relationship between product placement of SNS game and customer purchase intention
指导老师：	程莉莉
中文关键字：	社交网站（SNS）；网络游戏植入式广告；植入式网络游戏参与动机；品牌认知度；购买意愿
英文关键字：	SNS , In game Advertisement , motivations for inserted advergame participation , brand awareness , purchase intention
中文摘要：	近年来，社交网络（SNS）在中国迅速崛起，以人人网、开心网、微信、微博、腾讯等为代表的社交网络平台吸引了上亿用户，其中蕴含着巨大的商业价值。如今，越来越多的商家在社交网络上投放植入式广告，网络游戏植入式广告（In Game Advertisement）由于其所具有的独特传播优势成为广告投放商的宠儿。网络游戏植入式广告，指通过巧妙的情境设置将产品信息融入到社交网站小游戏中，让用户在游戏体验的过程中对广告产生偏好，进而提高消费者对于产品和品牌的喜好程度，网络游戏植入式广告便达到了事半功倍的效果。本文以我国SNS 用户（学生和白领为主体）为研究对象，研究在社交网络上投放以SNS用户为目标消费群体的网络游戏植入式广告对于其购买意愿的影响。本文首先梳理了相关文献，并在此基础上构建了“植入式网络游戏参与动机-对网络游戏植入式广告的态度-品牌认知度-购买意愿”的研究模型，提出假设，并通过实证研究的方法检验了理论假设，深入探究了中国社交网络平台上，网络游戏植入式广告对企业品牌建设的影响及其发挥的作用。本研究采用问卷调查法，通过分析用户参与游戏化体验的全过程，得出如下结论：（1）用户参与SNS网络游戏的动机（逃避型动机、趣味型动机、好奇型动机、奖励型动机）正向影响用户对网络游戏植入式广告的态度，用户对网络游戏植入式广告的态度与品牌的认知度呈正相关关系，进而提高目标群体的购买意愿。（2）中国网络用户参与此类网络游戏的动机中，趣味型动机的影响最大，因此在设计社交网站小游戏时必须注重趣味性和娱乐性。最后，提出研究结论、管理意义、创新点，同时指出了本文的不足及未来研究方向。
英文摘要：	In recent years, Social Networking Service (SNS) has developed rapidly in China . Social networks such as Renren , Wechat and Weibo have attracted hundreds of millions of users, which contain the huge commercial value. Therefore, posing advergames on social networks has been regarded as an emerging and powerful way of advertising in recent China ,and an increasing number of companies have shown great interests in this area ,bringing about many good cases. This creative way of advertising is called ‘in game advertisement’, which means blending a company’s brand or product with entertainment , and is expected to generate considerable benefits for online advertisers, such as improvement of the attitude towards the product ,the brand and the company. This research takes Chinese SNS users (students and white-collar workers as the main body) as the research objects ,and the main purpose of this research is to provide a deep analysis of motivations for playing advergames on Chinese social networks. Following that ,this study will endeavor to shed light on the extended study about how these motivations are related to advertising effectiveness of this new method .On the basis of reviewing related literature, this study builds up a research model, put forward hypothesis, and make an online survey to test the theoretical assumptions in order to understand customers’ motivations for advergame participation, attitude towards advergames, brand awareness and finally ,their purchase intention. This study adopts the method of questionnaire survey, and the research findings reveal : (1) motivations for advergame participation (escapism , fun , curiosity, reward) is significantly related to the attitude towards the advergame on Chinese social networks; attitude toward the advergame positively associated with brand awareness, and further positively lead to purchase intention. (2) The pursuit of fun is the most important motivation for playing advergames on social networks in China. People engage in the games for fun and entertainment. Lastly, the present research will provide an attempt to offer managerial implications and indicate the limitations of this research and the directions of future research.
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