探究广告游戏的有效性:交通工具对广告游戏持续意向的作用

IF 1.5 Q2 COMMUNICATION

Journal of Creative Communications Pub Date : 2022-04-27 DOI:10.1177/09732586221093700

Yunju Kim, Heejun Lee

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引用次数: 1

摘要

本研究认为，广告游戏研究需要更好地解决玩家心理特征与其行为反应之间的关系。在这篇文章中，我们提出了一个理论模型来解释玩家的交通体验产生积极广告游戏结果的前因和后果。我们的模型表明，三个关键的心理特征(感觉寻求、可转移性和感知交互性)培养了人们对广告游戏中的特色品牌的积极态度和重玩游戏的意愿。结果还表明，可运输性是最重要的影响因素。然后，我们展示了运输在心理特质与期望广告结果之间的中介作用。讨论了对研究和实践的启示。

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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Exploring the Effectiveness of Advergame: The Role of Transportation on Continuous Intention to Play Advergames

This study argues that research on advergames needs to better address the relationships between players’ psychological characteristics and their behavioural responses. In this article, we present a theoretical model that explains the antecedents and consequences of players’ transportation experience to have positive advergame outcomes. Our model demonstrates that three key psychological traits (sensation seeking, transportability and perceived interactivity) foster positive attitudes towards the featured brand in an advergame and intention to replay the game. The results also reveal that transportability is the most influential factor than others. Then, we show a mediation effect of transportation in the association between the psychological traits and desired advergame outcomes. Implications for research and practice are discussed.

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来源期刊

Journal of Creative Communications COMMUNICATION-

CiteScore

2.70

自引率

26.70%

发文量

期刊介绍： The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.