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Designing Effective Advergame for Purchase Intention: A View of Game Design and Psychological State

Authors:
Wei-Hung Hsiao
Shwu-Ming Wu
Ing-Long Wu

Keywords: advergame design; advergame attitude; brand attitude; purchase intention

Abstract:
Advergame has increasingly been used for a new marketing campaign. This study defines a new research model with a relationship structure of advergame design and individual psychological state as antecedents for advergame attitude, brand attitude, and purchase intention, based on the hierarchy of effects theory. An empirical study for online survey collects 522 consumers who have recent experience of advergame. The results found that game-brand fit, perceived interactivity, and involvement are the key drivers of advergame attitude. Further, advergame attitude and brand attitude were found to be two important mediators of purchase intention. Implications for marketers and scholars are further discussed.

Pages: 24 to 30

Copyright: Copyright (c) IARIA, 2019

Publication date: November 24, 2019

Published in: conference

ISSN: 2308-3492

ISBN: 978-1-61208-754-2

Location: Valencia, Spain

Dates: from November 24, 2019 to November 28, 2019