臺大管理論叢 NTU Management Review VOL.30 NO.3

Effects of the Types and Contents of Video Advertisements in Mobile Games 134 2. Research Design To examine the effects of different types and contents of in-game video advertisements, we collaborate with a local mobile game developer, HandsomeBoy Indie Game Studio, which helps develop two experimental games. To conduct field experiments, we release the games on Google Play Store. Experiment 1 aims to compare the relative effects of reward-based vs. permission- based advertisements on viewing decisions and attitudes toward the host game before players view the advertisements, and examines the moderation of game outcomes. It is a 2 (advertisement types: reward-based vs. permission-based advertisements) x 2 (game outcomes: failed vs. successful) between-subjects design with a valid sample of 173. We have the experimental game release on Google Play Store on February 12, 2018. This experimental game targets and recruits Android users from several online social platforms. Participants download the experimental game “Japanese Kanji Guess [Guessing Japanese Kanji]” and play it. The game lasts 10 rounds. Participants who pass above 7 of 10 rounds are considered winners of the game. Under certain circumstances, the first game advertisement “Yoshiwara Yukaku” appears after the fourth challenge round ends; the second game ad “Crazy Zoo” appears after the ninth challenge round ends. Both are 25 seconds long advertisements, and only if the participants permit will the advertisements play. After the game ends, the screen shows the game result (win or lose) and the URL for the survey website. Those who chose to participate in the survey (with online raffles provided) will answer a questionnaire which measures the advertising effects, manipulation-check items, and control variables. Experiment 2 investigates the effects of advertisement types and contents on curiosity, product attitude, and download intention. It is a 3 (advertisement types: reward- based vs. permission-based vs. interstitial advertisements) x 3 (advertisement contents: the dramatized version vs. real game-scenes vs. the mixed version) between-subjects design with a valid sample of 561. We have the experimental game release on Google Play Store on April 23, 2018. The procedure is like that of Experiment 1. Recruited participants first download the experimental game “Mamechishiki Daikai: Trivia quiz about Japan” from Google Play Store and play it. The game lasts 5 rounds and the experimental advertisements may appear after the fourth challenge round ends under certain circumstances. More precisely, the reward-based and permission-based advertisements will play only if the participants permit, while the interstitial advertisement will play