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

• المؤلف الرئيسي: Hussein, Zuhal
• التنسيق: أطروحة
• اللغة: English
• منشور في: 2011
• الموضوعات: HD28-70 Management. Industrial Management
• الوصول للمادة أونلاين: http://eprints.usm.my/43532/1/ZUHAL%20HUSSEIN.pdf; http://eprints.usm.my/43532/

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...