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

135 NTU Management Review Vol. 30 No. 3 Dec. 2020 intrusively without asking for permission in advance. After the game ends, both game results and the URL for survey website will appear on the screen. 3. Findings The experiment results show that before the players view the advertisements, reward- based (vs. permission-based) advertisements more effectively improve players’ viewing decisions and attitudes toward the game (i.e., the media host). Furthermore, this effect is stronger when the players fail the games. After the players view the advertisements, both reward-based and permission-based advertisements yield better attitudes and download intentions toward the advertised games than interstitial advertisements; however, there is no significant difference between the effects of the reward-based and permission-based advertisements. As to the advertisement contents, compared with the dramatized versions and real game-scenes versions, mixed versions generate better attitudes and download intentions toward the advertised games; nevertheless, there is no significant difference between the relative effects of the dramatized and real game-scenes versions. Moreover, advertisement types (reward-based vs. permission-based vs. interstitial advertisements) and advertisement contents (the dramatized versions vs. real game scenes vs. the mixed versions) affect attitudes and download intentions toward the advertised games by evoking different levels of curiosity. The interaction effects between advertisement types and advertisement content on attitudes and download intentions was also mediated by curiosity. 4. Research Limitations The limitations of this study are as follows. First, there are 30 mobile game categories on Google Play Store (Android) and Apple’s App Store (iOS), but we only use the puzzle genre to design the two experimental games. We suggest future studies widen the scope to more mobile game categories to increase the generalizability of the results on testing advertising effectiveness. Second, to keep the business image of our partner, HandsomeBoy Indie Game Studio (Haishen Baoyu duli youxi gongzuoshi), an independent game developer who specializes in designing language learning games, particularly Japanese games for beginners, our two experimental games inevitably fall into the same field. To exclude the impact of focusing on one specific country when designing the experimental games, again it is better to widen the research scope to a variety of