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首页> 外文期刊>Computers in Human Behavior >When and why is perceived congruity important for in-game advertising in fantasy games?
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When and why is perceived congruity important for in-game advertising in fantasy games?

机译：什么时候以及为什么在认知游戏中，一致性对游戏内广告很重要？

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摘要

The present study investigates how the perceived congruity (the perceived level of fit between the execution of the in-game ad and the game environment) of in-game advertising (IGA) in fantasy games affects both players' attitude towards the IGA and their play intention of the fantasy game in which it is embedded, and how these effects are moderated by perceived IGA interactivity. An experimental study with actual fantasy game players (N = 619) following a 2 (Congruent 1GA Incongruent IGA) x 2 (Interactive IGA Non-interactive IGA) between-stibjects design was conducted. The results indicate that the perceived congruity of IGA reduces the perceived intrusiveness of the IGA and positively contributes to the perceived realism of the fantasy game. Intrusiveness and realism, in turn, influence players' attitude towards the IGA and their play intention of the fantasy game. Whilst the positive effect of perceived congruity through intrusiveness is reinforced by the perceived interactivity of the IGA, the effect of perceived congruity through realism is attenuated by perceived interactivity. (C) 2016 Elsevier Ltd. All rights reserved.
机译：本研究调查幻想游戏中游戏内广告（IGA）的感知一致性（感知游戏内广告执行与游戏环境之间的契合度）如何影响玩家对IGA及其游戏的态度嵌入该幻想游戏的意图，以及如何通过感知的IGA交互作用来缓解这些影响。进行了2次（等距1GA不等距IGA）×2（交互式IGA非交互式IGA）滑行间设计之后的实际幻想游戏玩家（N = 619）的实验研究。结果表明，IGA的感知一致性降低了IGA的感知侵入性，并为幻想游戏的感知现实性做出了积极贡献。侵扰性和现实性反过来会影响玩家对IGA的态度及其幻想游戏的游戏意图。 IGA的感知交互性增强了通过干扰感知到的一致性的积极作用，而感知交互性则削弱了通过现实主义感知到的一致性的影响。 （C）2016 Elsevier Ltd.保留所有权利。

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