| Because the traditional media advertising effectiveness decreases, advertisers must seek new media channels to satisfy consumers' new demand. Network game as a new profit pattern has been acknowledged by more and more enterprises and the media value of game platform is being gradually mining. How to measure the network game into type advertisement effect? Placing type advertisement of network game factors of effects have? In the network game in placing ads can achieve how reasonable the best effect? These are to be solved.Based on the above questions, this research collected a lot of skill material, borrowed and inherited a lot of traditional advertising effectiveness research methods and variables, which measured advertising attitude change of audience from three aspects of cognition, emotion and action, and the use of cognition, emotion and intention three factors to determine the advertisement effect. This study selected these three individual difference factor variables of the players involved in degrees, placing type advertisement attitude and traditional advertising attitude and the two environmental stimuli factor s of brand characteristics and placement way. The reason why chose the five variables is because the variables are the author interested and is also able to control variables, and also hot spot variables. Aiming at the individual difference factors and environmental stimuli into type advertisement of network game, the effects proposed a model framework to study the interaction relationship between them.Based on this, the way through the questionnaire survey to collect samples of 203, application software SPSS15.0 effectively to scale the validity and reliability analysis, mainly for five variables by descriptive statistical analysis, multiple linear regression analysis and correlation analysis, finally to hypothesis test results are summarized. The empirical results shown below:(1)The conclusion between individual differences factors and advertising effect. There has positive correlation between players involved in degrees and the advertisement effect. And there correlativity exists between advertising attitude and advertisement effect. There is a positive correlation effect of the game into type advertisement with the cognitive effect, emotional attitude effect and intention, also, a positive correlation traditional advertising with cognitive and emotional attitude, but the suppose of traditional advertising attitude and intention of a positive correlation didn't verify. Therefore, in the three individual factors, the contribution placement type advertisement attitude on cognition, emotion and intention is larger.(2)The conclusion between the environment stimulus factors and advertising effect. There has positive correlation between brand features and advertisement effect, and people questioned easily remembered famous brand; from the advertising ways to see, if add audio in pure image, players put attitude mixed. But, if put more commodity information in the simple brand name, advertising results of memory will be enhanced.(3)The conclusion among cognitive effect, emotional effect and dynamic effect. There is not inevitable cause-and-effect relationship among the cognitive effect, emotional effect and meaning between dynamic effect, but also the memory effect and emotional effect in many cases will be inconsistent. That is to say, a player to placing type advertisement memory is more profound, potentially more will have a negative feeling, not cheerful mood.This study of the novelty of innovation in this research mainly manifested in the following aspects: with the form of an interview to ascertain the network game into the main factors of advertising effectiveness; the method of using empirical network games of placing type advertisement effect study factors ; variable selection, involving a relatively comprehensive individual difference factors and environmental stimuli factors and the advertisement effect relationship;research conclusion for enterprises advertisers and network game manufacturers provide a more practical and concrete suggestion. |
