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In-Game Advertising: The Effects Of Telepresence On The Attitude And Purchase Intention

This study investigates the mediation impact of attitude towards telepresence on the relationship between telepresence and users’ intentions to revisit computer games and their intention to purchase advertised product brand within the game played. Moderating effect of users’ experiences on relations...

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Bibliographic Details
Main Author: Hussein, Zuhal
Format: Thesis
Language:English
Published: 2011
Subjects:
HD28-70 Management. Industrial Management
Online Access:http://eprints.usm.my/43532/1/ZUHAL%20HUSSEIN.pdf
http://eprints.usm.my/43532/
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id my.usm.eprints.43532
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spelling my.usm.eprints.43532 http://eprints.usm.my/43532/ In-Game Advertising: The Effects Of Telepresence On The Attitude And Purchase Intention Hussein, Zuhal HD28-70 Management. Industrial Management This study investigates the mediation impact of attitude towards telepresence on the relationship between telepresence and users’ intentions to revisit computer games and their intention to purchase advertised product brand within the game played. Moderating effect of users’ experiences on relationship between telepresence and attitude towards telepresence are also investigated. This study employs a factorial design between subjects. Experiment was carried out on 260 undergraduate students from Universiti Sains Malaysia (USM), who volunteered to participate in the Internet game playing activities. 2011-11 Thesis NonPeerReviewed application/pdf en http://eprints.usm.my/43532/1/ZUHAL%20HUSSEIN.pdf Hussein, Zuhal (2011) In-Game Advertising: The Effects Of Telepresence On The Attitude And Purchase Intention. PhD thesis, Universiti Sains Malaysia.
institution Universiti Sains Malaysia
building Hamzah Sendut Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Sains Malaysia
content_source USM Institutional Repository
url_provider http://eprints.usm.my/
language English
topic HD28-70 Management. Industrial Management
spellingShingle HD28-70 Management. Industrial Management
Hussein, Zuhal
In-Game Advertising: The Effects Of Telepresence On The Attitude And Purchase Intention
description This study investigates the mediation impact of attitude towards telepresence on the relationship between telepresence and users’ intentions to revisit computer games and their intention to purchase advertised product brand within the game played. Moderating effect of users’ experiences on relationship between telepresence and attitude towards telepresence are also investigated. This study employs a factorial design between subjects. Experiment was carried out on 260 undergraduate students from Universiti Sains Malaysia (USM), who volunteered to participate in the Internet game playing activities.
format Thesis
author Hussein, Zuhal
author_facet Hussein, Zuhal
author_sort Hussein, Zuhal
title In-Game Advertising: The Effects Of Telepresence On The Attitude And Purchase Intention
title_short In-Game Advertising: The Effects Of Telepresence On The Attitude And Purchase Intention
title_full In-Game Advertising: The Effects Of Telepresence On The Attitude And Purchase Intention
title_fullStr In-Game Advertising: The Effects Of Telepresence On The Attitude And Purchase Intention
title_full_unstemmed In-Game Advertising: The Effects Of Telepresence On The Attitude And Purchase Intention
title_sort in-game advertising: the effects of telepresence on the attitude and purchase intention
publishDate 2011
url http://eprints.usm.my/43532/1/ZUHAL%20HUSSEIN.pdf
http://eprints.usm.my/43532/
_version_ 1643710769128275968
score 13.149126

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