智慧型手機漸漸取代個人電腦、家用主機成為新世代遊戲平台的霸主，而各項 統計皆指出全球手機遊戲與行動廣告的市場的活絡，而台灣更是可在全球的手機遊 戲市場中佔有一席之地。好的手機遊戲廣告可深入人心，既能吸引觀看者下載遊 戲，也能使未下載遊戲的觀看者對該遊戲廣告的廣告詞琅琅上口，甚至在親朋好友 之間口耳相傳，不僅收穫了遊戲廣告原本的目的，更是達到了出乎意料的宣傳效 果。
雖然在國內外針對手機遊戲廣告設計的研究眾多，但並未針對在被強制接受廣 告的狀況下，廣告觀看者所感受到的成就感或挫折感、廣告中的遊戲是否可試玩以 及下載意願的提升或降低有完整的研究，本研究認為有必要針對此項詳細探討，並 找出一個可以藉由成就感或挫折感的影響，提升遊戲下載意願的方法。
本研究以廣告的遊戲結果 2(成功 vs. 失敗)x廣告結束後是否可試玩遊戲 2(可 試玩 vs. 不可試玩)為引發成就感或挫折感之二因子，進行手機遊戲廣告中觀看者感 受之實驗操弄，並驗證廣告的遊戲結果、是否可試玩遊戲與下載意願變化之相關 性，共4組受試者進行問卷填答，並採用網路便利抽樣法於台灣地區蒐集資料，共回 收249份有效問卷，並以多變量變異數分析與迴歸分析進行資料解析，進而驗證假說。
研究結果發現，廣告遊戲結果為失敗的影片，確實會使觀看者的挫折感提高，但 無法影響下載意願；而廣告遊戲結果為成功的影片，雖無法使觀看者的成就感提高， 但可提升下載意願；遊戲是否可試玩則對提高成就感或降低挫折感無顯著影響。
本研究結論可供遊戲廣告製作商在製作遊戲廣告時擬定適合的策略，當製作遊戲 廣告時，建議將廣告遊戲結果設計為成功或勝利的狀態，能有效提高觀看者的下載意願。

In mobile game advertising, the presentation and the game outcomes depicted in the advertisement are elements easily manipulated by advertisers. They aim to produce a plethora of game advertisements by employing diverse presentation styles and various game outcomes, hoping to augment the viewer's intention to download the advertised game. Existing studies have not thoroughly elucidated the relationship between game advertisement outcomes, the presence or absence of a trial play, and viewers' download intentions. This research posits the necessity to delve deeper into this topic and ascertain the association between game advertisement outcomes, the availability of a trial play, and the viewers' subsequent download intentions. Through four validated experiments, encompassing 249 viable samples collected in Taiwan, the findings reveal that advertisements depicting a failed game outcome indeed intensify viewers' sense of frustration. However, this heightened frustration neither diminishes with the trial playability feature in the advertisement nor significantly boosts the download intention. Conversely, ads showcasing successful game outcomes do not elevate viewers' sense of achievement, and the presence of trial play does not amplify this sense either. Yet, the results underscore that a profound sense of achievement positively correlates with increased download intentions. Ultimately, the conclusions drawn from this research can serve as a valuable reference for game advertisers in devising efficacious advertisement strategies.

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