In-Game Advertising : The Effects Of Telepresence On The Attitude And Purchase Intention
| dc.contributor.author | Hussein, Zuhal | |
| dc.date.accessioned | 2018-11-28T07:30:11Z | |
| dc.date.available | 2018-11-28T07:30:11Z | |
| dc.date.issued | 2011-11 | |
| dc.description.abstract | This study investigates the mediation impact of attitude towards telepresence on the relationship between telepresence and users’ intentions to revisit computer games and their intention to purchase advertised product brand within the game played. Moderating effect of users’ experiences on relationship between telepresence and attitude towards telepresence are also investigated. This study employs a factorial design between subjects. Experiment was carried out on 260 undergraduate students from Universiti Sains Malaysia (USM), who volunteered to participate in the Internet game playing activities. The results of the study indicate that the construct of telepresence (product experience, interactive experience, physical space, engagement, and brand exposure) and attitude towards telepresence are significant predictors of users’ intentions to revisit the game and intention to purchase the advertised product brand. The results also indicate existence of the mediation effect of attitude towards telepresence on the relationship between telepresence (i.e. product experience and engagement) and users’ intention to revisit the game. Similar results were found from telepresence (product experience) and users’ intention to purchase the advertised product brand. In addition, the findings revealed that users’ experience moderate the relationship between telepresence (interactive experience and engagement) and attitude towards telepresence. The study provide useful insights for marketers and practitioners on how to develop in-game advertising based on the concept of telepresence that embed persuasive advertising dimensions within a computer game setting. They provide clear understanding of game players’ preferences and effectiveness of interactive advertising using computer game setting. These are critical for business profitability and survival in the age of technology. | en_US |
| dc.identifier.uri | http://hdl.handle.net/123456789/7150 | |
| dc.language.iso | en | en_US |
| dc.publisher | Universiti Sains Malaysia | en_US |
| dc.subject | The mediation impact of attitude towards | en_US |
| dc.subject | relationship between telepresence and users | en_US |
| dc.title | In-Game Advertising : The Effects Of Telepresence On The Attitude And Purchase Intention | en_US |
| dc.type | Thesis | en_US |
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