The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness.
Advertisement intrusiveness
Gameful experience
Gamification
In-game advertising
Psychological ownership theory
Schema theory
Journal
International journal of information management
ISSN: 0268-4012
Titre abrégé: Int J Inf Manage
Pays: Netherlands
ID NLM: 101520272
Informations de publication
Date de publication:
Dec 2021
Dec 2021
Historique:
received:
27
02
2020
revised:
31
08
2020
accepted:
31
08
2020
pubmed:
6
10
2020
medline:
6
10
2020
entrez:
5
10
2020
Statut:
ppublish
Résumé
Gamification on the mobile platform through the concept of online games has the potential to create unprecedented engagement with customers. With the growth in the gamification market due to the increase in internet penetration and the number of mobile devices, it has become one of the potential channels to reach and influence young consumers who spend more time on gaming. There is a shortage of empirical evidence on the impact of gamification on online consumer decisions. This study uses 'psychological ownership theory' and 'schema theory' to examine the effects of gameful experience (GFUL) on the attitudes of online gamers (N = 326). Data were analyzed using AMOS 25 and Process Macro for SPSS. The analytical results indicated that GFUL is mediated through both the intervening variables (perceived in-game advertisement effectiveness and psychological ownership), which positively influence gamers' attitudes towards the game and in-game advertising. Further, the study investigated the impact of in-game advertisement intrusiveness. Based on the research findings, this study proposed the theoretical and managerial implications.
Identifiants
pubmed: 33012944
doi: 10.1016/j.ijinfomgt.2020.102245
pii: S0268-4012(20)31444-4
pmc: PMC7525271
doi:
Types de publication
Journal Article
Langues
eng
Pagination
102245Informations de copyright
© 2020 Elsevier Ltd. All rights reserved.
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