文档介绍：华中科技大学
硕士学位论文
关于玩家接受虚拟宠物社区内置广告的研究
姓名:戴佳敏
申请学位级别:硕士
专业:广告与公关
指导教师:屠忠俊
2010-05-21
华中科技大学硕士学位论文
摘要
近几年,人们在网络上的时间越来越多,因此广告主逐渐将投放媒体的重心转移至
网上。另一方面,受众对广告的抗拒心理也越来越强,碰上已看过的广告,便会换台或
者将注意力转移其他事务上。于是,内置广告越来越受到广告主的青睐。
2006 年虚拟宠物社区内置广告处于起步阶段,经过四年的时间,稳步发展。随着“受
者本位”理念的深入,从玩家接受的角度研究虚拟宠物社区内置广告具有重要的意义,
它是广告主精确投放广告的前提。
本文论述了虚拟宠物社区内置广告的界定和发布方式,分析了内置广告的创意特
色、制作要求及技术保障;分析了虚拟宠物社区内置广告的广告主及运营商的利益点和
盈利模式。本文进而从知晓信息、情感体验、形成消费动机、实施购买行为四个方面研
究了内置广告的接受的过程;并以广告接收效果的 AIDMA 理论为依据,进行了实证研
究。
笔者调查了虚拟宠物社区玩家的基本情况、生活风格、对广告接受态度及广告的接
收效果。调查结果显示,虚拟宠物社区玩家大多是年轻人,职业以企业员工和学生为主,
他们喜欢时尚新鲜的事物,对生活有一定的自主性,并喜欢与朋友聚会。对于虚拟宠物
社区的内置广告,当广告与宠物有关时,玩家愿意点击浏览并有部分人尝试购买。
根据实证研究结果,笔者提出了改进虚拟宠物社区内置广告接收效果的建议,即实
行针对性诉求策略、激励策略、团队合作策略、区域式投放策略。

关键词:虚拟宠物社区内置广告玩家
I
华中科技大学硕士学位论文
Abstract
In recent years, people spend more and more time on the and gradually,
advertisers put the media on work. On the other hand, for people, resistance to the
advertisements will also be growing. When people are exposed to advertisements that have
been seen, they will change channels or turn their attention on other matters. Thus, product
placement is more and more favored by advertisers.
In 2006, product placement in virtual munity is still in the infancy. But after four
years of development, they are steady and healthy. Nowadays, “Make accepters the center”
principle is accepted by people, so the research on the in-virtual munity should be
from the perspective of the players. It is the premise of accurate advertisements and it is
significant.
This paper says the concept and release forms of product placement and analyzes
creative characteristics, production requirement and technical security of product placement in
virtual munity. In addition, the paper also analyzes the profits models and points of
interest of advertisers and operators. Then, there is a research on receiving process of product
placement, including information awareness, emotional experience, the formation of
c