Title
When and why is perceived congruity important for in-game advertising in fantasy games? When and why is perceived congruity important for in-game advertising in fantasy games?
Author
Faculty/Department
Faculty of Applied Economics
Faculty of Social Sciences. Communication Sciences
Publication type
article
Publication
Elmsford, N.Y. ,
Subject
Psychology
Economics
Mass communications
Source (journal)
Computers in human behavior. - Elmsford, N.Y.
Volume/pages
64(2016) , p. 871-880
ISSN
0747-5632
ISI
000384775200085
Carrier
E
Target language
English (eng)
Full text (Publishers DOI)
Affiliation
University of Antwerp
Abstract
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 IGA − Incongruent IGA) × 2 (Interactive IGA Non-interactive IGA) between-subjects 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.
E-info
https://repository.uantwerpen.be/docman/iruaauth/8e8672/134810.pdf
Handle