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首页> 外文期刊>Telematics and Informatics >The impact of advertising value of in-game pop-up ads in online gaming on gamers' inspiration: An empirical investigation
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The impact of advertising value of in-game pop-up ads in online gaming on gamers' inspiration: An empirical investigation

机译：游戏中的游戏中的广告价值对游戏玩家灵感的在线游戏中的影响：实证调查

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摘要

In online gaming, pop-up ads are effective advertising strategies with a high conversion rate. Businesses are actively using pop-up ads in online games for advertising. However, research into the advertising value of pop-up ads and its effect on gamers' inspiration states remains scarce. This study aims to deepen our understanding of the value of in-game pop-up ads by applying the Ducoffe advertising value model. Specifically, we investigated the factors that determine the advertising value of gamers' inspired-by state and its resultant impact on the inspired-to state. Based on survey data of 321 online game players, the proposed conceptual model was tested using the Partial Least Squares (PLS) method. This study shows that incentives, entertainment, credibility, personalization, and irritation significantly impact the advertising value associated with online game pop-up ads. Additionally, this study empirically proves that the advertising value of in-game pop-up ads positively derives the inspired-by state, which in turn determines gamers' inspired-to state. Beyond theoretical significance, this study offers several practical implications for advertising platforms and advertisers who want to attract gamers using pop-up ads.
机译：在线游戏中，弹出广告是具有高转换率的有效广告策略。企业正在积极使用在线游戏中的Pop-Up广告进行广告。然而，研究了弹出广告的广告价值及其对游戏玩家的灵感状态的影响仍然稀缺。本研究旨在通过应用Ducoffe广告价值模型来深化我们对游戏机弹出广告的价值的理解。具体而言，我们调查了决定游戏玩家灵感的广告价值的因素及其对受启发到国家的产生影响。基于321个在线游戏玩家的调查数据，使用局部最小二乘（PLS）方法测试所提出的概念模型。本研究表明，激励，娱乐，可信度，个性化和刺激显着影响与在线游戏弹出广告相关的广告价值。此外，本研究证明，游戏中的游戏机广告的广告价值积极地源地源地源于受启发状态，这反过来决定了游戏玩家的启发到状态。除了理论意义之外，本研究为希望使用弹出广告吸引游戏玩家的广告平台和广告商提供了几种实际影响。

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