When and why is perceived congruity important for in-game advertising in fantasy games?
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- 作者：Shana Verberckmoesa ; shana.verberckmoes@uantwerpen.be" class="auth_mail" title="E-mail the corresponding author ; Karolien Poelsb ; karolien.poels@uantwerpen.be" class="auth_mail" title="E-mail the corresponding author ; Nathalie Densa ; nathalie.dens@uantwerpen.be" class="auth_mail" title="E-mail the corresponding author ; Laura Herrewijnb ; laura.herrewijn@uantwerpen.be" class="auth_mail" title="E-mail the corresponding author ; Patrick De Pelsmackera ; patrick.depelsmacker@uantwerpen.be" class="auth_mail" title="E-mail the corresponding author
- 关键词：In-game advertising ; Congruity effects ; Interactivity ; Fantasy games ; MMO
- 刊名：Computers in Human Behavior
- 出版年：2016
- 出版时间：November 2016
- 年：2016
- 卷：64
- 期：Complete
- 页码：871-880
- 全文大小：1174 K
文摘
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Moderated mediation model is tested with perceived in-game ad (IGA) congruity.
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Perceived IGA congruity reduces perceived IGA intrusiveness.
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Perceived IGA congruity positively contributes to perceived game realism.
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Intrusiveness and realism influence attitudes towards the IGA and play intentions.
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The mediation effects are moderated oppositely by perceived IGA interactivity.