Examining the Deferred Effects of Gaming Platform and Game Speed of Advergames on Memory, Attitude, and Purchase Intention

IF 6.8 1区管理学 Q1 BUSINESS

Journal of Interactive Marketing Pub Date : 2021-08-01 DOI:10.1016/j.intmar.2021.01.002

Tathagata Ghosh , Sreejesh S. , Yogesh K. Dwivedi

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引用次数: 30

Abstract

Advergames are digital games through which advertisers promote their brands. While many studies have explored the influence of the gamification of advertising, little is known about the effects of important advergame attributes such as gaming platform (device used to play games) and game speed (overall pace of games) on consumers' immediate and delayed memory, delayed attitude, and delayed intention to purchase the advertised brands. We address these gaps by conducting two experiments with fictitious brands (Study 1) and real brands that vary in the degree of familiarity (Study 2). Results reveal that a PC-based advergame generates better delayed memory than a mobile-based advergame, while gaming platform does not affect immediate memory. Also, it interacts with game speed only in the delayed situation. Brand familiarity moderates the effects of gaming platform and game speed on brand attitude and purchase intention in such a way that unfamiliar brands are more effective than familiar ones.

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游戏平台和游戏速度对记忆、态度和购买意愿的延迟效应研究

广告游戏是广告商用来推广其品牌的数字游戏。虽然许多研究都探讨了广告游戏化的影响，但很少有人了解广告游戏的重要属性，如游戏平台(用于玩游戏的设备)和游戏速度(游戏的总体速度)对消费者的即时和延迟记忆、延迟态度和延迟购买意向的影响。我们通过对虚拟品牌(研究1)和熟悉程度不同的真实品牌(研究2)进行两个实验来解决这些差距。结果表明，基于pc的广告游戏比基于手机的广告游戏产生更好的延迟记忆，而游戏平台不影响即时记忆。此外，它只在延迟情况下与游戏速度交互。品牌熟悉度调节游戏平台和游戏速度对品牌态度和购买意愿的影响，使不熟悉的品牌比熟悉的品牌更有效。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Journal of Interactive Marketing BUSINESS-

CiteScore

20.20

自引率

5.90%

发文量

期刊介绍： The Journal of Interactive Marketing aims to explore and discuss issues in the dynamic field of interactive marketing, encompassing both online and offline topics related to analyzing, targeting, and serving individual customers. The journal seeks to publish innovative, high-quality research that presents original results, methodologies, theories, and applications in interactive marketing. Manuscripts should address current or emerging managerial challenges and have the potential to influence both practice and theory in the field. The journal welcomes conceptually rigorous approaches of any type and does not favor or exclude specific methodologies.