近年來遊戲與廣告結合的方式逐漸成為熱門的廣告行銷手法。遊戲式廣告（Advergaming）顧名思義就是廣告與遊戲的結合，利用消費者尋求娛樂的目的，企業主將品牌相關訊息整合成遊戲形式出現，希望消費者透過遊戲達到娛樂效果的同時，也能夠達到產品資訊或品牌認知的說服效果。 本研究檢視國內外對於遊戲式廣告的相關研究以及實務業者概況，試圖探討遊戲式廣告中的娛樂性、遊戲內容─產品特性的一致性、首尾頁品牌與產品資訊的有無對於記憶與態度的效果，以及認知專注（Cognitive Absorption）是否中介影響廣告溝通效果。 研究結果指出，娛樂性高低確實會影響產品特性記憶、遊戲態度與廣告態度。娛樂性亦會透過認知專注影響廣告態度，當娛樂性越高時，遊戲者會有越高的認知專注，也就越投入在遊戲之中，因而造成越佳的廣告態度效果。另一方面，娛樂性與遊戲內容─產品特性的一致性交互作用則未顯著。 另外，研究者發現首尾頁是否有品牌及產品資訊會影響受測者的記憶效果，當首尾頁有資訊的狀況下，受測者會有較佳的產品特性記憶與品牌記憶。而且在娛樂性與首尾頁品牌與產品資訊的交互作用下，當遊戲式廣告為高娛樂性，首尾頁有品牌與產品資訊可以顯著提升受測者的產品特性記憶效果。因此，研究者建議實務業者未來在操作遊戲式廣告時，若是能在遊戲的首尾頁放上品牌與產品資訊，就不必擔心遊戲的高娛樂會消彌消費者對於品牌與產品的記憶效果。

Cette thèse s’intéresse à une nouvelle forme de marketing orientée vers des valeurs plus humaines et sociales. Le concept d’hospitalité permet de proposer une humanisation du commerce électronique pour répondre aux objectifs du marketing 3.0. Il s’agit alors de s’intéresser à comment ancrer les stratégies de web-commerçants pure players dans les valeurs du marketing 3.0. ? Le croissement des champs du marketing et des systèmes d’information permet une approche globale et précise du concept d’hospitalité afin de le transposer aux environnements digitalisés. Pour comprendre ces mécanismes, nous adoptons une approche quantitative qui mobilise un plan factoriel complet permettant de vérifier l’impact de l’hospitalité virtuelle sur les comportements des internautes. Ainsi, les résultats de cette recherche soulignent l’intérêt de créer des sites Internet marchand basé sur le concept d’hospitalité. Cela permet en effet d’accroître les réactions affectives à valence positive, l’absorption cognitive, les comportements d’approche et l’intention d’achat. À l’inverse, les réactions affectives à valence négative et les comportements d’évitement sont réduits. La thèse permet de conclure qu’il est possible d’humaniser une interface digitale mais que cette forme d’humanisation ne remplace pas une présence humaine réelle. Cependant, elle apporte des bénéfices pour les consommateurs qui en tirent une certaine expérience de navigation pour le consommateur au profit des organisations envers lesquelles les intentions d’achat sont plus importantes / This research focuses on a new form of marketing oriented toward human and social values. The concept of hospitality allows for the humanization of e-commerce so it can meet the objectives of this new form of marketing 3.0. We thus aim to answer the following research question: how can the pure players web-sellers strategies be settle within the values of the marketing 3.0.? Our literature review goes through different disciplinary fields and provides a global and precise approach of the concept of hospitality facilitating its transposition into a digitalized environment. We use a quantitative approach to complete factorial plan and make it possible to verify the impact of virtual hospitality on the Internet user’s behaviors. Concretely, creating merchant websites based on this concept can increase positive affective reactions, cognitive absorption, approach behaviors and purchase intention. Conversely, affective reactions with negative valence and avoidance behaviors are reduced. The dissertation concludes that it is possible to humanize a digital interface but this humanization form does not replace the real human presence. However, it brings benefits for consumers who derive some experience in shipping and for the company’s development since the approach behaviors and the purchase intention are more important.

Microtransactions are part of a business model used almost extensively in the video-gaming industry where developers offer virtual goods or features via micropayments. The concept is relatively new and still unknown to many but deeply rooted in modern video-game developers’ business strategies. Microtransactions are found in smartphone applications, online games played on computer or gaming consoles, and while the concept might be unfamiliar to many, the odds are most have encountered it.   Most published games will feature in-game purchases where users have to option to purchase features, items or content for a small amount of money. A microtransaction in its most simplistic form is ad-removal, here developers offer the user a way to get rid of ads by charging a small amount, like $.99. While one microtransaction may seem insignificant, multiple impulsive purchases can quickly add up to considerable sums. This has resulted in the use of microtransactions becoming the most profitable business strategy for game developers.   This study seeks to describe what stimulates a person to complete a purchase by using the components of hedonic motivation from the HMSAM theory leading to the research question: Which hedonic motivations induce use of microtransaction systems and does it vary by age? To research the phenomena a quantitative questionnaire was formed based on hedonic motivations, including three motivations added by the author, gathering responses from 398 video-game players having completed a microtransaction purchase.   After analyzing the results, some components protruded more than others while the consensus suggested that the influence of hedonic motivation was comparatively low. The argument for this outcome may be that players see in-game items as objects of real-world value, making the microtransaction system within a game a utilitarian-motivation system. The general attitude towards microtransactions appeared to be poor which contradicts some elements of previous research while supporting others.   This thesis will contribute to the field of informatics by complementing the traditional technology acceptance model (TAM) with hedonic motivations, as proposed by Lowry et al. in 2013. The author of this study argue it is a modernized way of researching intentions to use asort of system.