Intention to Revisit and to Purchase:  The effects of userâ€™s attitude in game advertising

Zuhal Hussein; Nabsiah Abd Wahid

doi:10.21834/e-bpj.v1i4.381

Authors

Zuhal Hussein
Nabsiah Abd Wahid

DOI:

https://doi.org/10.21834/e-bpj.v1i4.381

Abstract

The aim of this study is to explore the effects of attitude on the userâ€™s intention to purchase and to revisit the game. This experimental study recruited 224 subjects on a voluntary basis through random sampling using a survey method. A questionnaire was used as an instrument to gather the data for this study. Data were analyzed using multiple regression analysis. The results found that attitude significantly affected the purchase intention of games advertised and significantly influenced usersâ€™ intention to revisit the game.

Â© 2016. The Authors. Published for AMER ABRA by e-International Publishing House, Ltd., UK. This is an open access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/).

Peerâ€“review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia.

Keywords: Attitude; Game advertising; Purchase intention; Revisit the gameÂ

References

Asim, M., & Hashim, Y. (2005). E-Loyalty Companies secret weapon on the web. Lulea University of Technology.

Campbell, C. & Ma, J.J. (2015). Looking forward, looking back: Drawing on the Past to Shape the Future of Marketing, Proceedings of the 2013 World Marketing Congress.

Chen, Q., Griffith, D. A., & Shen, F. (2005). The Effects of Interactivity on Cross-Channel Communication Effectiveness. Journal of Interactive Advertising, 5(2), 30-44.

Dickey, M. D. (2005). Engaging By Design: How Engagement Strategies in Popular Computer and Video Games Can Inform Instructional Design. ETR&D, 53(2), 67-83.

Eagly, A. H., Chaiken, S., & (1993). The psychology of attitudes: Harcourt Brace Jovanovich College Publishers

Fazio, R. H., & Zanna, M. P. (1981). Direct Experience and Attitude-Behavior Controversy (L. Berkowitz ed. Vol. Advances in Experimental Social Psychology). New York: Academic Press.

Fishbein, M., & Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: an Introduction to Theory and Research: Addison-Wesley Publishing Company

Freygang, A.E.& Friorik, E. (2013). The effects of in-game advertising on playersâ€™ explicit and implicit memory, attitudes and purchase intentions. http://skemman.is/en/item/view/1946/13569

Glasman, L.R.& Albarracin, D. (2006). Forming attitude that predict future behavior: A Meta-Analysis of the Attitude-Behavior Relation. Psychology Bulletin. 132(5): 778â€“822.

Gelderman, M. (1998). The relation between user satisfaction, usage of information systems and performance. Information & Management, 35, 11-M.

Grigorovici, D. M., & Constantin, C. D. (2004). Experiencing Interactive Advertising beyond Rich Media: Impacts of Ad Type and Presence on Brand Effectiveness in 3D Gaming Immersive Virtual Environments. Journal of Interactive Advertising, 5(1), 30-53.

Hussein, Z., Wahid, N. A., & Saad, N. (2009). Behavioral Study on Malaysia Game Player Experiences: How the Embedded Information Inside the Computer Game and Affect to the Player Behavior. Paper presented at the 9th Global Conference on Business & Economics 2009

Hussein, Z. & Wahid, N.A. (2016). The Effects of Attitude towards Telepresence on Userâ€™s Intention to Revisit the Game in Different Levels of Exposure. ARBUHUM 2016, Bandung.

Hoffman, D. L., & Novak, T. P. (1996). Marketing in Hypermedia Computer-Mediated Environments: Conceptual Foundations The Journal of Marketing, 60(3), 50 - 68.

Howard, J. A., & Sheth, J. N. (1971). The Theory of Buyer Behavior by The Journal of Marketing, 35(1).

Jasper, C. R., & Ouellette, S. J. (1994). Consumersâ€™ perception of risk and the purchase of apparel from catalogs. Journal of Direct Marketing, 8(2), 23 - 36.

Jeong, So Won, "The effects of product presentation on consumer experiences, emotion, and website patronage intention towards an apparel website" (2007). Retrospective Theses and Dissertations. Paper 14888.

Lantos, G.P. (2015). Consumer Behaviour in Action: Real-Life Applications for Marketing Managers. Routledge.

Mathieson, K. (1991). Predicting User Intentions: Comparing the Technology Acceptance Model with the Theory of Planned Behavior. Information Systems Research, 2(3), 173.

Molesworth, M. (2003). Encounters with consumption during computer-mediated play: the development of digital games as marketing communication media Digital Games Research Association(Level Up Conference Proceedings Utrecht: University of Utrecht).

Rafaeli, S. (1988). Interactivity: From new media to communication. Sage Annual Review of Communication Research: Advancing Communication Science 16, 110-134.

Smith, R., & Swinyard, W. (1988). Cognitive Response to Advertising & Trial: Belief Strength. Belief Confidence and Product Curiosity. Journal of Advertising, 17, 3-14.

Spears, N., & Singh, N. S. (2004). Measuring attitude toward the brand and purchase intention. Journal of Current Issues and Research in Advertising, 26(2), 54 - 65.

Suh, Y.I., Ahn, T.S. & Pedersen, P.M.(2014). Sports Website Interactivity Effects: An Analysis of the Relationships between Interactivity, Attitudes, and Intentions to Revisit. Journal of Applied Sports Management, 6(3), 47-70.

Taylor, S., & Todd, P. (1995). An integrated model of waste management behavior: A test of household recycling and composting intentions. Environment and Behavior, 27, 603-630.

Van der Heijden, H. (2003). Factors Influencing the Usage of Websites: the case of a generic portal in the Netherlands. Information and Management 40, 541-549.

Venkatesh, V., Davis, F. D., & Morri, M. G. (2007). Dead or live? The development, trajectory and future of technology adoption research. Information Technology Research Institute, ITRI-WP084-0207(3/30/07).