本研究選擇遊戲類行動應用程式作為研究對象，採取 2x2x2 因子的組間設計實驗法，以沉浸經驗作為研究架構，將行動遊戲分為沉浸程度高及沉浸程度低兩種，來探討行動遊戲應用程式廣告的廣告呈現型式（彈出式廣告 vs 橫幅廣告）及廣告社交元素（有社會影響 vs 無社會影響）對廣告效果之影響。研究結果顯示，行動遊戲應用程式廣告之廣告呈現形式與廣告社交元素分別對廣告記憶、點選意願、廣告態度以及下載意圖有顯著之影響。而廣告呈現形式與廣告社交元素以及廣告社交元素與遊戲沉浸經驗在對廣告記憶、點選意願以及廣告態度的影響中有交互效果影響。

By using flow experience as the research foundation and 2x2x2 Between-Subject experimental design, the purpose of this research is using both high flow experience and low flow experience to examine the effects between formats (pop-up ads vs. banner ads) and social elements (with social influence or not) of mobile application advertisements with advertising effects. The results indicate that both formats and social elements of mobile game application have significant influence on advertisement memory, click intention, advertisement attitude and download intention. Meanwhile, under the influence of advertisement memory, click intention and advertisement attitude, there are all interaction effect between formats and social elements with social elements and game flow experience.