论文总字数：18883字

摘 要

如今，手机游戏被越来越多的人所熟悉和接受，并成为人们娱乐活动的重要一员。因而伴随而来的是手游市场的迅速发展以及相关学术研究的兴起。尽管国内外文献开始关注并且研究游戏市场，但是却缺乏从玩家心理感知视角分析玩家对游戏的态度。同时，由于手游消费群体数量庞大，企业试图通过这一平台增加消费者对品牌的认知。因此如何充分地将品牌融入手游对于品牌和游戏双方都是有意义的。然而以往关于品牌与游戏的研究大都局限于游戏化营销如何影响品牌态度，却鲜少从游戏中品牌呈现方式角度分析品牌表现。鉴于此，本研究从消费者心理视角入手，分析心流体验如何影响玩家对品牌关注程度以及以及玩家结束后回忆起全部品牌的能力，并进一步探讨游戏类型中品牌的呈现方式是否在这一过程中有调节作用。本文利用收集到的149名游戏玩家的一手调查数据进行各项数据分析，其研究结果表示：（1）心流体验在玩家对品牌的关注度中起正向作用（2）心流体验在玩家对品牌的记忆度中起正向作用（3）不同游戏类型在心流体验影响品牌关注度和记忆度中起调节作用（4）品牌关注在心流体验影响品牌回忆中起中介作用。本研究结论有助于补充相关领域内的研究，并对于更好地理解玩家对手机游戏和游戏中品牌的态度有很重要的现实意义，也有助于推动游戏商和品牌商更好的合作，满足大众玩家的切实需求，让玩家在享受游戏的同时也能够感受到游戏中品牌的无穷魅力。

关键词 心流体验 品牌呈现方式 实战类游戏 休闲类游戏 品牌回忆 品牌关注

Research of roles of different game types in flow experience affecting brand

Abstract Nowadays, more and more people have been familiar with mobile games and begin to accept them. Mobile games have turned into an important recreational activity, which is followed by the fast progress of mobile game market and relevant academic researches. Although domestic and international documents begin to pay attention to studying game market, they are short of analyzing how flow experience affects brand attitudes of players in games from the angle of mental impression of players. Meantime, for the big number of consumers, businesses are trying to add to brand recognition of consumers from this platform, so how to fully combine brands with mobile games benefits both brands and games. While previous researches about brand and game mostly are restricted to the ways of gamification marketing influencing brand attitude, and rarely analyse brand performance from brand stimuli-presenting modes in games. For this, the study works to analyze how flow experience to affect players’ concern extent for brands and recall ability of all the brands when game is over based on the angle of consumer mentality, and explore whether brand stimuli-presenting modes of game types play regulating role in such a process. This text employs the first-hand research data of 149 players to conduct data analyses, which shows: (1)Flow experience affects players’ concern extent for brands in forward direction (2)Flow experience affects players’ memory ability to brands in forward direction (3)Different game types adjust in the period of flow experience influencing brand concern extent and memory extent (4)Brand concern plays an intermediary role in flow experience affecting brand recall. Such conclusion of the discovery benefits to supplement researches in relevant field, and has practical significance in understanding better about attitudes towards mobile games and brands in games, and promotes the better cooperation between brand business and game business, so that they can meet public players’ practical demand, making players feel the charm of game brands while enjoying games.

Key words Flow experience； Brand stimuli-presenting mode； Actual-combat game； Relaxation game； Brand recall； Brand concern

目 录

摘 要………………………………………………………………………………1

Abstract………………………………………………………………………………2

引 言………………………………………………………………………………5

一．理论背景与研究假设 …………………………………………………………9

1. 游戏中的心流体验（flow experience）

2. 品牌呈现方式（brand stimuli-presenting mode）

3. 品牌回忆（brand recall）

4. 研究假设

二．研究设计………………………………………………………………………11

1. 测量工具和变量测量
2. 数据收集和样本特征

三．变量测量结果…………………………………………………………………13

1. 心流体验
2. 品牌关注度
3. 品牌回忆

四．假设检验………………………………………………………………………16

1. 心流体验影响品牌关注度回归分析
2. 心流体验影响品牌记忆度回归分析
3. 游戏类型调节作用分析

五．研究结论与讨论………………………………………………………………18

1. 研究结论和理论贡献
2. 实践启示

参 考 文 献 ………………………………………………………………………19

附录（问卷）………………………………………………………………………22

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