第五章、 研究發現與討論
5.2 結果討論與未來建議
5.2.3 前測時未考慮到品牌再認的效果不均等
偵測任務（Change detection task）的測量。這種測驗方法原本是用來測量人的短期視覺 記憶容量（visual short-term memory），但或許也可以利用這個方法，來測驗各對品牌之 間的差異程度是否一致。差異偵測任務的測驗流程是先在畫陎上短暫呈現一張圖片
（240ms），接著出現灰色空白畫陎蓋住方才的圖片（80ms），接著再出現另一張圖片
79
（240ms），這張圖片可能跟先前的圖片完全相同或是有細微的差異，接著再出現一次灰 色空白畫陎（80ms），這個順序會不斷重覆出現，直到而受測者按鍵判別兩張圖片是否 相同，若受測者判別兩張圖片有不同之處，就會進一步請受測者指出兩張圖片哪裡不同。
反應時間的長短反映了圖片的複雜程度（Luck. & Vecera, 2002），而在此也可能反映了兩 個品牌商標的差異程度大小，差異大的配對判別速度應該會較快。測驗流程如下圖。
圖 5-1 差異測量任務，參考 Luck & Vecera（2002）p.46 重繪 5.2.4 實務建議：「與目標物結合」也許比「放在中央位置」更重要
在本研究實驗一當中，將遊戲內置廣告與遊戲目標物結合，此一操弄在記憶測驗以 及眼動證據上都有強烈的主要效果。效果是可預期的，因為目標物所在的位置是注意力 集中的焦點區域，但這和過去的遊戲內置廣告效果研究單純將廣告放在畫陎中央位置
（Acar, 2007; Chaney, et al., 2004; Lee & Faber, 2007）的做法並不同。因為本研究的目標 物也有可能出現在畫陎的邊緣，即使是如此，也依然出現顯著的主要效果。這項結果顯 示，在遊戲內置廣告的設計上，配合目標物所在的「相對位置」可能比固定在畫陎上某 一處的「絕對位置」更重要。
不過，與空間不確定性因子比較起來，直接與目標物結合的手法可能對玩家造成較 直接的干擾，而使其起抗拒之心，因此在實務運用上，可能還需要更巧妙精緻的結合手 法。
5.2.5 實務建議：廣告越令人無法預期越能引起注意
本研究的結果顯示，高空間不確定性的情況下，即使是畫陎上的視覺訊息複雜度屬 於高知覺負載，遊戲內置廣告仍能捕捉注意力。這可能解釋了一部分為什麼許多以廣告 看板(billboard)型式來呈現遊戲內置廣告的研究結果不如預期的原因（Acar, 2007; Chaney, et al., 2004; Lee & Faber, 2007; Nelson, 2002; Nelson, et al., 2006），因為玩家在經過這些廣
80
告板數次之後，都開始能預期干擾訊息出現在何處，而下意識或有意識地去忽略這些廣 告，以免它們的資訊影響了遊戲表現。而即使是具有突現特性的廣告，若出現得太過頻 繁，也會容易讓玩家下意識地累積經驗並且忽略廣告訊息。因此，除了避免總是在遊戲 畫陎中的特定位置出現廣告，廣告出現頻率也未必是越多越好，反而也許是偶爾才出現 一下的奇特性更能吸引玩家目光。
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附錄
附錄一、實驗一置入品牌總覽 遊戲畫陎
/Condition
遊戲畫陎 置入品牌
受測者練習遊戲 畫陎
單純遊戲畫陎，無置入任何品 牌
範例畫陎 圖檔名 圖檔
LLT
LLT1_1
LLT2_1
LLT3_1
LLT4_1
LLD
LLD1_1
LLD2_1
LLD3_1
LLD4_1 Logo 放
在氣球上
Logo 放 在飛機上
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HLT
HLT1_1
HLT 2_1
HLT 3_1
HLT 4_1
HLD
HLD1_1
HLD 2_1
HLD 3_1
HLD 4_1 Logo 放
在氣球上
Logo 放 在飛機上
93
附錄二、實驗二置入品牌總覽
遊戲畫陎
（Condition）
遊戲畫陎 置入品牌
受測者練習遊戲畫 陎
單純遊戲畫陎，無置入任何品牌。
飛機出現的次數為 1 局 6 次。
此一版本飛行方向只有 2 種。
94
範例畫陎 圖檔
低知覺負載
＋
低空間不確定性
每架飛機上都置入一個品 牌
飛機出現的次數為 1 局 6 次。
此一版本飛行方向只有 2
種。
95
低知覺負載
＋
高空間不確定性
每架飛機上都置入一個品 牌
飛機出現的次數為 1 局 6 次。
此一版本飛行方向有４種。
96
高知覺負載
＋
低空間不確定性
每架飛機上都置入一個品 牌
目標物只有 1 個紅氣球。比 實驗一新增兩種顏色的氣 球。
飛機出現的次數為 1 局 6 次。
此一版本飛行方向只有 2
種。
97
高知覺負載
＋
高空間不確定性
每架飛機上都置入一個品 牌
目標物只有 1 個紅氣球。比 實驗一新增兩種顏色的氣 球。
飛機出現的次數為 1 局 6 次。
此一版本飛行方向有４種。
98
附錄三、實驗一受測者招募說明
「數位遊戲資訊處理的認知歷程研究」研究
招募實驗參與者
100/02/12 妳/你好，
邀請妳/你參加一項有關「人如何處理數位遊戲資訊」的研究。透過最新的眼動儀器
（eye tracking），本研究嘗詴瞭解人們在玩遊戲時的認知歷程（cognitive processing）。整
（eye tracking），本研究嘗詴瞭解人們在玩遊戲時的認知歷程（cognitive processing）。整