獎勵式廣告讓閱聽人從被動變成主動看廣告。本研究觀察在遊戲中的獎 勵式廣告,確定與不確定性虛擬獎勵如何影響玩家選擇觀看廣告,再以期望 理論為觀點,解釋選擇觀看或略過廣告的動機,並探討與遊戲主題一致與不 一致的廣告對廣告效果影響。研究結果為獎勵顯著影響選擇觀看或略過廣 告;在動機三個面向皆顯著正向增加選擇觀看廣告的機會,而主題不一致的 廣告效果顯著大於主題一致的廣告效果。研究另外發現特定動機也顯著預測 廣告效果。
關鍵詞:不確定性、主題不一致、期望理論、廣告效果、獎勵式廣告 

Reward advertisements change audience from passive to active watching advertisements, and allows game developers to earn advertising revenue. This study observed the reward advertisements in mobile game, determined how the certainly and uncertainty rewards affect the player decide to view the advertisement, and then explained the motivation to watch or skip the advertisement based on expectancy theory. Finally, we discussed the effect of the incongruence and congruence advertisement on the advertising effect in the reward advertisement. The results of the study are rewards that significantly influence the choice to watch or skip the advertisement; in the three aspects of motivation, all significantly increase the chances of choosing to watch or skip the advertisement. The incongruence advertisements of effects of advertising is significantly higher than the congruence advertisements. The study also found that specific motivations also significantly predict the effects of advertising.

Keywords: uncertainly, incongruence, expectancy theory, effects of advertising, reward advertisements