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首页> 外文会议>International Conference on Advances in Human-oriented and Personalized Mechanisms, Technologies, and Services >Designing Effective Advergame for Purchase Intention: A View of Game Design and Psychological State
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Designing Effective Advergame for Purchase Intention: A View of Game Design and Psychological State

机译：设计有效的advergame进行购买意图：游戏设计和心理状态的视图

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摘要

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.
机译：advergame越来越多地用于新的营销活动。 本研究定义了一个新的研究模式，具有副词设计和个人心理状态的关系结构，作为advergame态度，品牌态度和购买意图的前因，基于效果理论的等级。 在线调查的实证研究收集了522名消费者，他们最近的advergame经验。 结果发现，游戏品牌适合，感知交互，以及参与是advergame态度的关键驱动因素。 此外，发现advergame态度和品牌态度是购买意图的两个重要调解员。 进一步讨论对营销人员和学者的影响。

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