本研究以元宇宙遊戲 Roblox 為背景，透過分析 251 份問卷以探討消費者對於元宇宙廣告 的情緒反應。本研究採用享受、預期和體驗幸福作為中介變數，分析其對消費者下載及購 買新遊戲意圖之影響。研究結果顯示享受 (enjoyment) 對於消費者下載意圖 (download intention)有顯著正向影響，體驗幸福 (experienced happiness) 對於購買意圖 (purchase intention)有顯著正向影響，而預期幸福 (expected happiness) 對於下載及購買意圖都有顯著 正向影響。本研究結果為行銷及從業人員提供實證見解，為元宇宙遊戲行業的銷售策略設 計和顧客參與度提供可行方案。

This thesis examines consumers’ emotional responses to promotional activity in the context of the metaverse platform Roblox by analyzing a survey (n = 251). This paper examines the mediating roles of enjoyment, expected happiness, and experienced happiness on consumer download and purchase intention. The findings show that enjoyment leads to consumer intention to download a new game in Roblox, that experienced happiness leads to purchase intention, and that expected happiness leads to both download and purchase intention. The results provide empirical insights for marketers and practitioners, offering actionable suggestions for designing promotional strategies and refining customer engagement in the metaverse gaming industry.

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