隨著智慧型手機的普及，結合社交、定位與行動的SoLoMo應運而生。在眾多的SoLoMo應用程式之中，遊戲類型最引人注目，而目前的SoLoMo廣告遊戲可以分成社群交友型與競賽類型兩大類。本研究透過實驗法得到的結論顯示，社群交友型的SoLoMo廣告遊戲在廣告態度和購買意願上有較好的效果；在品牌記憶上，社群交友型與與競賽類型SoLoMo廣告遊戲沒有顯著的差異。因此廣告商可以依據廣告目標選擇SoLoMo廣告類型。

As smart phones become more and more popular, the concept of SoLoMo, which is the combination of “Social”, ”Local” and ”Mobile”, has appeared. Among all types of SoLoMo applications, “Game” is the most important type. SoLoMo advergames can be divided into two groups: Social advergames and Racing advergames. This research uses an experimental method and comes to the conclusion that SoLoMo Social advergames has a better effect on advertising attitude and purchase intention than SoLoMo Racing advergames. However, there is no significant difference on the memory of brand between SoLoMo social advergames and SoLoMo racing advergames. According to the research, advertisers can choose the best and the most suitable type of SoLoMo advergames for their commercial purpose.
Key words：SoLoMo,advergame,advertising effects

網站部分
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2011年底前80%手機將整合GPS功能
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