The Effects of User’s Attitude on the Intention to Purchase and to Revisit in Game Advertising

Asian Journal of Behavioural Studies Pub Date : 2018-08-25 DOI:10.21834/AJBES.V3I13.153

Zuhal Hussein, Nabsiah Abd Wahid

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Abstract

The aim of this study is to explore the effects of attitude on the user’s intention to purchase and to revisit the game. This experimental study recruited 224 subjects on a voluntary basis through random sampling using a survey method. A questionnaire was used as an instrument to gather the data for this study. Data were analyzed using multiple regression analysis. The results found that attitude significantly affected the purchase intention of games advertised and significantly influenced users’ intention to revisit the game.Keywords: Attitude; Game advertising; Purchase intention; Revisit the gameeISSN 2398-4295 © 2018. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: http://dx.doi.org/10.21834/ajbes.v3i13.153

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游戏广告中用户态度对购买意愿和回访意愿的影响

本研究的目的是探讨态度对用户购买和重游游戏意愿的影响。本实验研究采用问卷调查法随机抽样，在自愿的基础上招募了224名受试者。本研究使用问卷作为收集数据的工具。数据采用多元回归分析。结果发现，态度显著影响广告游戏的购买意愿，显著影响用户再次访问游戏的意愿。关键词:态度;游戏广告;购买意愿;重访游戏issn 2398-4295©2018。作者。英国e-International Publishing House, Ltd.为AMER ABRA cE-Bs出版。这是一篇基于CC BY-NC-ND许可(http://creativecommons.org/licenses/by-nc-nd/4.0/)的开放获取文章。由马来西亚玛拉理工大学建筑、规划与测量学院AMER(马来西亚环境行为研究协会)、ABRA(亚洲行为研究协会)和cE-Bs(环境行为研究中心)负责的同行评审。DOI: http://dx.doi.org/10.21834/ajbes.v3i13.153

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Asian Journal of Behavioural Studies

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