Duygu Akcan, Murat Yilmaz, Ulaş Güleç, Hüseyin Emre Ilgın
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引用次数: 0
摘要
广告游戏是一种新颖的产品植入策略,它通过促进品牌与其目标受众之间的互动,超越了传统的广告方法。本研究调查了电子游戏提供的独特参与机会,主要侧重于 "流动体验",即电脑游戏玩家经常遇到的一种强化的沉浸状态。这种身临其境的体验有可能极大地影响玩家的感知,为广告有效地影响和吸引受众提供了新的途径。本研究的主要目的是考察广告游戏对深度沉浸于游戏体验的玩家的影响,特别关注随着时间的推移对品牌认知度的后续影响。这项研究涉及 44 名软件开发人员,他们被平均分成两组进行实验。两组人都置身于相同的游戏环境中,任务是在游戏中找到指定的产品。不过,其中一组与增强版游戏进行了互动,增强版游戏包括额外的刺激,如动态音乐、引人入胜的叙事、时间限制、竞争性排行榜和身临其境的语音表演,以强化游戏体验。实验在游戏中战略性地放置了各种产品,并使用眼动跟踪技术评估了这些产品的可探测性。游戏结束后,参与者填写了调查问卷,以测量他们对流动状态和品牌回忆的体验。数据分析采用了曼-惠特尼 U 检验和相关分析,以便于比较。结果表明,与主要任务相关的产品在两组中的回忆率最高。此外,眼动跟踪技术还确定了游戏中最吸引注意力的区域,显示出对中高级位置的偏好超过了对低级位置的偏好。
Engagement and Brand Recall in Software Developers: An Eye-Tracking Study on Advergames
Advergames represent a novel product placement strategy that surpasses traditional advertising methods by fostering interaction between brands and their target audiences. This study investigates the unique engagement opportunities provided by video games, focusing mainly on the ‘flow experience’, an intensified state of immersion frequently encountered by players of computer games. Such immersive experiences have the potential to significantly influence a player’s perception, offering a new avenue for advertisements to impact and engage audiences effectively. The primary objective of this research was to examine the influence of advergames on players who are deeply immersed in the gaming experience, with a specific focus on the subsequent effects on brand recognition over time. The study involved 44 software developers, who were evenly divided into two groups for the experiment. Both groups were exposed to an identical gaming environment with the task of locating a designated product within the game. However, one group interacted with an enhanced version of the game, which included additional stimuli—such as dynamic music, an engaging narrative, time constraints, a competitive leaderboard, and immersive voice acting—to intensify the gaming experience. The experiment strategically placed various products within the game, and their detectability was assessed using eye-tracking technology. Following gameplay, participants completed questionnaires that measured their experience with flow state and brand recall. The data were analyzed using the Mann–Whitney U test and correlation analysis to facilitate comparisons. The findings indicated that the product associated with the primary task achieved the highest recall rate between both groups. Furthermore, eye-tracking technology identified the areas in the game that attracted the most attention, revealing a preference for mid- and high-level placements over lower-level ones.
期刊介绍:
APPS is an international journal. APPS covers a wide spectrum of pure and applied mathematics in science and technology, promoting especially papers presented at Carpato-Balkan meetings. The Editorial Board of APPS takes a very active role in selecting and refereeing papers, ensuring the best quality of contemporary mathematics and its applications. APPS is abstracted in Zentralblatt für Mathematik. The APPS journal uses Double blind peer review.