隨著兒童的肥胖問題日漸嚴重，專家學者開始紛紛探究問題的根源為何，文獻指出「垃圾食物的廣告」是重要原因，當中又以廣告遊戲（Advergame）的娛樂、互動與接觸時間長等特質更讓人擔心。

本研究以實際測量食物攝取量的方式來檢驗兒童在接觸不同食物商品（健康食物、非健康食物、無食物）的廣告遊戲後，是否會受到遊戲中該食物種類的影響，進而攝取較多遊戲中出現的食物。另外，本研究加入重要的遊戲特質「互動性」與「角色代入感」（Identification），進一步來檢驗其對食物攝取量的影響。

研究結果顯示，相較於接觸「無食物廣告遊戲」的兒童，接觸「健康食物廣告遊戲」的兒童顯著攝取了更多健康食物。另外，互動性的存在與否雖無法直接影響兒童食物攝取量的多寡，但卻可以增強兒童對遊戲角色的代入感，進一步增加食物攝取量。

一、中文
1.謝明玲（2013.03）。〈搶救胖小孩〉，《天下雜誌》, 518。

2.欒雯婷（2010）遊戲式廣告效果的探討：遊戲娛樂性高低與一致性（遊戲內容─ 產品特性）對廣告記憶與態度的影響。國立政治大學廣告所 碩士班論文。

3.張玉佩、邱馨玉（2010）。〈遊戲媒體文化之男性氣概探索:文本結構與玩家詮釋〉,《傳播與社會學刊》,12: 111-145。

4.網路行銷還可以玩出什麼名堂?遊戲式廣告你玩過沒?上網日期:105 年 01 月 10 日 http://1758.cc/3_blog/Index_Default.aspx?MPDno=67566&aid=26915

二、英文

1.Alice Park (2012, January 10). Can Online Games Influence What Kids Eat?
Time. Retrieved from http://healthland.time.com/2012/01/10/how-online-
gamescan-influence-what-kids-eat/

2.Avena, N. (2013, Jan 23). Mind Your P’s and (Food) Cues. Psychology Today.
Retrieved from https://www.psychologytoday.com/blog/food-junkie/201301/mi nd-your-p-s-and-food-cues-0

3.Bettelheim, B. (1989). The Uses of Enchantment: The Meaning and Importance of Fairy Tales. New York: Vintage Books.

4.Basil, M. D. (1996). Identification as a mediator of celebrity effects. Journal of Broadcasting & Electronic Media, 40(4), 478-495.

5.Boynton-Jarrett, R., Thomas, T. N., Peterson, K. E., Wiecha, J., Sobol, A. M., & Gortmaker, S. L. (2003). Impact of television viewing patterns on fruit and vegetable consumption among adolescents. Pediatrics, 112(6), 1321-1326.

6.Bucy, E. P., Kim, S. C., & Park, M. C. (2011). Host selling in cyberspace: Product personalities and character advertising on popular children’s websites. New media & Society, 13(8), 1245-1264.

7.Boyland, E. J., Harrold, J. A., Kirkham, T. C., Corker, C., Cuddy, J., Evans, D., ... & Halford, J. C. (2011). Food commercials increase preference for energy-dense foods, particularly in children who watch more television. Pediatrics, 128(1), e93- e100.

8.Centers for Disease Control and Prevention (2015). Childhood Obesity Causes & Consequences. Retrieved January 8, 2016, from http://www.cw.com.tw/article/ article.action?id=5047893#

9.Coon, K. A., Goldberg, J., Rogers, B. L., & Tucker, K. L. (2001). Relationships between use of television during meals and children's food consumption patterns. Pediatrics, 107(1), e7-e7.

10.Cohen, J. (2001). Defining identification: A theoretical look at the identification of audiences with media characters. Mass communication & Society, 4, 245-264.

11.Dias, M., & Agante, L. (2011). Can advergames boost children's healthier eatin g habits? A comparison between healthy and non‐healthy food. Journal of Consumer Behaviour, 10(3), 152-160.

12.de la Hera Conde-Pumpido, T. (2014). Persuasive Structures in Advergames.
Conveying Advertising Messages through Digital Games. Utrecht, Dutch:
Utrecht University.

13.Eyal, K., & Rubin, A. M. (2003). Viewer aggression and homophily,
identification, and parasocial relationships with television characters.
Journal of Broadcasting & Electronic Media, 47(1), 77-98.

14.Folkvord, F., Anschütz, D. J., Buijzen, M., & Valkenburg, P. M. (2013).The
effect of playing advergames that promote energy-dense snacks or fruit
on actual food intake among children. The American journal of clinical
nutrition, 97(2), 239-245.

15.Haugtvedt, C. P., Machleit, K. A., & Yalch, R. (2005). Online consumer
psychology: understanding and influencing consumer behavior in the
virtual world. United States: Psychology Press.

16.Hefner, D., Klimmt, C., & Vorderer, P. (2007). Identification with the player
character as determinant of video game enjoyment. In L. Ma, M.
Rauterberg, & R. Nakatsu (Eds.), International Conference of
Entertainment Computing (pp. 39– 48). Berlin: Springer.

17.Herman, C. P., & Polivy, J. (2008). External cues in the control of food
intake in humans: the sensory-normative distinction. Physiology &
Behavior, 94(5), 722-728.

18.Harris, J. L., Speers, S. E., Schwartz, M. B., & Brownell, K. D. (2012).US
food company branded advergames on the internet: children's exposure and effects on snack consumption. Journal of Children and Media, 6(1), 51-68.

19.Jose, P. E., & Brewer, W. F. (1984). Development of story liking: Character
identification, suspense, and outcome resolution. Developmental Psychology, 20(5), 911.Keats, J. (2001, Oct 1).

20.Jargon Watch. Wired. Retrieved from http://www.wired. com/ 2001/10/jargon-watch-75/

21.Klimmt, C., Hefner, D., & Vorderer, P. (2009). The video game experience as ‘‘true’’ identification: A theory of enjoyable alterations of players’ self-perception. Communication Theory, 19, 351–373.

22.Klimmt, C., Hefner, D., Vorderer, P., Roth, C., & Blake, C. (2010). Identification with video game characters as automatic shift of self-perceptions. Media Psychology, 13(4), 323-338.

23.Livingstone, S. M. (1998). Making sense of television: The psychology of audience interpretation. NewYork: Routledge.

24.Lee M, Youn S. (2008). Leading national advertisers’ uses of advergames. Journal of Current Issues and Research in Advertising, 30(2): 1–13.

25.Lifshitz, F. (2008). Obesity in Children-Review. J Clin Res Pediatr Endocri, 1(2):53-60.

26.Lee, M., Choi, Y., Quilliam, E. T., & Cole, R. T. (2009). Playing with food: Content analysis of food advergames. Journal of Consumer Affairs,43(1), 1 29-154.

27.Lin, J.-H. (2013a). Do video games exert stronger effects on aggression than
film? The role of media modality and identification on the association of
violent content and aggressive outcomes. Computers in Human Behavior, 29, 535–543.

28.Lin, J. H. (2013b). Identification matters: A moderated mediation model of
media interactivity, character identification, and video game violence on
aggression. Journal of Communication, 63(4), 682-702.

29.Nederkoorn, C., & Jansen, A. (2002). Cue reactivity and regulation of food
intake. Eating Behaviors, 3(1), 61-72.

30.Nairn A, Fine C. 2008. Who’s messing with my mind? The implications of
dual‐process models for the ethics of advertising to children. International Journal of Advertising. 27(3), 447–470.

31.Oatley, K. (1994). A taxonomy of the emotions of literary response and a
theory of identification in fictional narrative. Poetics, 23, 53–74.

32.Peng, W., Lee, M., & Heeter, C. (2010). The effects of a serious game on
role‐taking and willingness to help. Journal of Communication, 60(4),
723-742.

33.Pempek, T. A., & Calvert, S. L. (2009). Tipping the balance: use of
advergames to promote consumption of nutritious foods and beverages by
low-income African American children. Archives of Pediatrics &
Adolescent medicine, 163(7), 633-637.

34.Panic, K., Cauberghe, V., & De Pelsmacker, P. (2013). Comparing TV ads
and advergames targeting children: the impact of persuasion knowledge on
behavioral responses. Journal of Advertising, 42(2-3), 264-273.

35.Raney, Arthur A., Laura M. Arpan, Kartik Pashupati, and Dale A. Brill (2003). At the Movies, on the Web: An Investigation of the Effects of Entertaining and Interactive Web Content on Site and Brand Evaluations, Journal of Interactive Marketing, 17(4), 38–53.

36.Rifon, N. J., Taylor Quilliam, E., Paek, H. J., Weatherspoon, L. J., Kim, S. K.,& Smreker, K. C. (2014). Age-dependent effects of food advergame brand integration and interactivity. International Journal of Advertising, 33 (3), 475-508.

37.Salen, K., & Zimmerman, E. (2004). Rules of Play: Game Design Fundamentals. Cambridge, MA: MIT Press.

38.Signorielli N, Lears M. Television and children’s conceptions of nutrition:
unhealthy messages. Health Communication, 4, 245–257. Smith, K. A. (2011, October).

39.Selling Your Soul for Fun and Profit: The 10 Best Advergames. PASTE. Retrieved from https://www.pastemagazine.com/blogs/lists/2011/10/selling-your-soul-for-fun-and-profit-the-10-best-advergames.h tel

40.Straubhaar, J., & LaRose, R. (1996). Communications media in the information society. Belmont, CA: Wadsworth.

41.Tamborini, R., Bowman, N. D., Eden, A., Grizzard, M., & Organ, A. (2010). Defining media enjoyment as the satisfaction of intrinsic needs. Journal of Communication, 60(4), 758-777.

42.Vorderer, P., Klimmt, C., & Ritterfeld, U. (2004). Enjoyment: At the heart of media entertainment. Communication Theory, 14(4), 388-408.

43.Van Reijmersdal, E. A., Rozendaal, E., & Buijzen, M. (2012). Effects of prominence, involvement, and persuasion knowledge on children's cognitive and affective responses to advergames. Journal of Interactive Marketing, 26(1), 33-42.

44.Williams, J. D., & Qualls, W. J. (1989). Middle‐class black consumers and
intensity of ethnic identification. Psychology & Marketing, 6(4), 263-286.

45.Woodward, D. R., Cumming, F. J., Ball, P. J., Williams, H. M., Hornsby, H., & Boon, J. A. (1997). Does television affect teenagers’ food choices? Journal of Human Nutrition and Dietetics, 10(4), 229-235.

46.Weber, K., Story, M., & Harnack, L. (2006). Internet food marketing strategies
aimed at children and adolescents: A content analysis of food and beverage brand websites. Journal of the American Dietetic Association, 106(9), 1463–1466.

47.Waiguny, M., & Terlutter, R. (2010). Entertainment in Advergames and its Influence on Brand-Related Outcomes for Children. Advances in Advertising Research, (Vol.1, 171-186).