The Mobile Advertisement Effect on Game Playing Intention: The Application of Eye Tracking

• Main Authors: XU, HAO-YAN, 許顥嚴
• Other Authors: Wu, Chin-Shan
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/82httr

碩士 === 東海大學 === 資訊管理學系 === 106 === The main revenue of free-game comes from advertisement and In-App purchase. Sometimes players are forced to see the whole advertisement while they are playing the game. Different games will lead to different cognitive load, and players may not watch or remember any detail of that advertisement when their cognitive is overload. Therefore, the purpose of this study is to investigate the relationship between the advertisement, different level of game cognitive load and the intention of playing games and advertisement recall. An eye tracker is also used in this study as well, inorder to discuss the relation between the data collected by eye tracker and advertisement recall. An experiment is conducted in this study, we have 4 situation by using two different level of advertisement disturbing (High and Low), and two level of cognitive load (High cognitive load and Low cognitive load). 121 valid questionnaires were returned. Our findings shows that (1) The degree of involving in the mobile game has significant positive impact on the attitude toward the mobile game. (2) The degree of involving in themobile game has no significant positive impact on the attitude toward the advertisement. (3) The disturbance of advertisement has no significan positive impact on the attitude toward the mobile game. (4) The disturbance has notable impact on the attitude toward the advertisement. (5) The attitude toward the mobile game has notable impact on the intention of playing games. (6) The higher the degree of advertisement disturbing is, the higher the eye movement indicator is, and the advertisement recall will do better as well. (7) Cognitive load toward different mobile games has no significan positive impact on AOI eye movement indicators. (8) The attitude toward the advertisement has negative impact on recalling the mobile game.