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 136 games in the future. Third, we confront certain technical problems when trying to release our games on Apple’s App Store (iOS); eventually we only release the two games on Google Play Store and thus only target Android users. Nevertheless, Android operating system has had a global market share up to 85.9 percent of smartphones while Apple’s iOS system has only 14% (Liu, 2018). We believe this higher market share helps to justify our 2018 experimental results. Finally, this study focuses on mobile game advertising only. Other types of product advertising deserve further investigation as well. For example, future studies can place non-game products advertisements in online gaming environment and examine whether these choices are suitable. Furthermore, it is also worthy to explore the fitness of inserting various types of product advertising into online gaming environment, and the extent to which these insertions affect advertising effectiveness. 5. Originality/Contribution Previous studies on in-game advertising have focused on the effects of advertisements after consumers (gamers) view the particular advertisements, which falls into three categories: brand recall/brand recognition (Lin, 2014; Vermeir, Kazakova, Tessitore, Cauberghe, and Slabbinck, 2014), brand attitude (Chang, Yan, Zhang, and Luo, 2010; Steffen, Mau, and Schramm-Klein, 2013; Vermeir et al., 2014), and purchase/ download intention (Chang et al., 2010; Chou and Wang, 2016). Conversely, few studies have analyzed consumer (gamer) behavior before consumers (gamers) view the in-game commercials. This study examines the effect of different types of in-game video advertisements on consumer (gamer) behavior. We suggest how to improve advertising effectiveness before and after gamers view the advertisements, which clarifies the process of gamers’ advertisement-viewing decisions and reactions. Moreover, previous studies rarely discuss the effect of the embedded in-game advertising on the host games (Lin, 2014). In the current study, we consider the attitude towards the host games as the dependent variable, which helps to clarify the effect of in-game advertising on the mobile games (i.e., the media host). Different from the direct effects discussed in previous studies, this current study examines the moderation of game outcomes, contributing to our understanding of the situational moderating effects of the game outcomes. Moreover, past studies only apply the information gap theory (Loewenstein, 1994) to predict the advertising effectiveness within the contexts of print advertisements (Hornikx and Mulder, 2015), online advertising (Menon and Soman, 2002), and short message