當期出版
頁數:77 ﹣126
失敗為成功之母：故意失敗遊戲廣告之廣告效果初探
Failure is the Mother of Success: An Investigation into the Advertising Effectiveness of Intentional Failure in Game Advertisements
故意失敗、基模理論、觸發理論、廣告媒介、廣告訴求、廣告效果
Intentional failure, Schema theory, Priming theory, Advertising media, Advertising appeal, Advertising effectiveness
自 2022 年起，台灣出現以「故意失敗」為特色的手機遊戲廣告，展露於遊戲與社群媒介中，透過刻意操作錯誤讓關卡失敗，引發觀眾注意與情緒反應。本研究結合基模理論與觸發理論，首度探討此類廣告的效果與作用機制，以及廣告媒介和訴求的干擾作用。兩個實驗結果發現：（1）故意失敗程度越高，越會帶來負面的態度與意願效果，但卻能提升品牌回想；（2）遊戲媒介相對 SNS 媒介有較強的干擾性，廣告媒介干擾故意失敗程度對品牌記憶的影響；（3）故意失敗程度越高，會減少驚喜與同情但增加生氣；（4）當廣告訴求是反諷時，故意失敗程度越高會降低廣告與遊戲態度；當訴求是求助時，故意失敗程度越高會增加品牌回想。本研究釐清故意失敗廣告的作用、機制與邊界條件，不僅對基模理論、遊戲結果與遊戲內廣告具有貢獻，亦提供相關從業人員故意失敗廣告的設計參考。此外，故意失敗廣告透過情緒操弄與誤導訊息，可能損及消費者的數位情緒福祉，並加重其心理負擔；本研究亦可啟發從數位福祉與廣告倫理的角度，反思此類策略的潛在風險，並提醒代言人與消費者提高警覺。
Since 2022, intentional failure ads have surged in Taiwan’s mobile games and social media, featuring players deliberately failing to attract attention. This study applies schema and priming theories to explore the effects of such ads and the moderating roles of ad media and appeal. Two experiments reveal that higher failure intensity leads to more negative attitudes and gameplay intentions but enhances brand recall. In-game ads evoke stronger irritation than social media ads, and ad media moderates the effect of failure intensity on brand memory. Emotionally, higher failure intensity increases anger but decreases surprise and sympathy. Additionally, under ironic appeals, higher failure leads to worse ad and game attitudes, whereas under help-seeking appeals, it boosts brand recall. This research advances understanding of intentional failure ads, offering practical implications for advertisers. It also highlights potential psychological manipulation and raises concerns about their impact on users’ digital well-being.
