The impact of smartphone advergames characteristics on purchasing intentions: the mediating role of game involvement
-
DOIhttp://dx.doi.org/10.21511/im.16(3).2020.10
-
Article InfoVolume 16 2020, Issue #3, pp. 113-125
- Cited by
- 762 Views
-
270 Downloads
This work is licensed under a
Creative Commons Attribution 4.0 International License
This research aimed to investigate the impact of smartphone advergames characteristics on purchasing intentions. Four dimensions were considered (irritation, entertainment, credibility, and informativeness). To achieve this aim, the researchers developed a model based on literature reviews and previous studies; a self-administrated questionnaire was designed and distributed over a convenience sample. The researchers used a quantitative method and a descriptive-analytical approach; the study sample consisted of 600 consumers, and 519 questionnaires were returned with an 86.5% response rate. Various statistical methods, including descriptive, simple linear regression, were used to analyze the data and test the hypotheses. This research’s key findings were that there is a statistically direct impact of irritation, entertainment, credibility, and informativeness on consumers’ purchasing intentions. Moreover, there is a mediating role of game involvement between advergames and consumers’ purchasing intentions. Hence, many Jordanian companies can use smartphone mobile advertising to increase sales and create product brand image among consumers. Smartphone advergaming provides numerous opportunities and challenges for advertisers in the current dynamic business environment.
Acknowledgment
The authors are grateful to the Middle East University, Amman, Jordan, for the full financial support granted to this research project.
- Keywords
-
JEL Classification (Paper profile tab)M31, M37
-
References43
-
Tables15
-
Figures1
-
- Figure 1. Research model
-
- Table 1. Frequency distribution of the study sample based on “Do you have a smartphone?”
- Table 2. Frequency distribution of the study sample based on “Do you play online games on your smartphone?”
- Table 3. Reliability analysis – Cronbach’s Alpha approach
- Table 4. Distribution of sample based on their playing hours a day
- Table 5. Distribution of respondents’ age
- Table 6. Distribution of respondents’ educational level
- Table 7. Distribution of respondents’ income (JDs)
- Table 8. Skewness and kurtosis values of each of the study variables
- Table 9. Collinearity statistics results
- Table 10. Durbin-Watson statistics results
- Table 11. Simple linear regression for testing the first hypothesis
- Table 12. Simple linear regression for testing the second hypothesis
- Table 13. Simple linear regression for testing the third hypothesis
- Table 14. Simple linear regression for testing the fourth hypothesis
- Table 15. Hierarchical linear regression for testing the second main hypothesis
-
- Abdolvand, M., & Nikfar, F. (2011). Investigation of the Relationship between Product Involvement and Brand Commitment. Marketing Management, 13, 75-94.
- Aitken, R., Gray, B., & Lawson, R. (2008). Advertising effectiveness from a consumer perspective. International Journal of Advertising, 27(2), 279-297.
- Al-Abdallah, G., & Bataineh, A. (2018). Social networking sites and fashion E-purchasing process. Journal of Business and Retail Management Research (JBRMR), 13(2).
- Al-Obaidi, L., Bataineh, A., Aljabaly, S., & Salhab, H. (2020). Factors influencing youths fashion leadership behavior of fashion retailing stores in Jordan. Management Science Letters, 10(16), 3833-3842.
- Altuna, O. K., & Konuk, F. A. (2009). Understanding consumer attitudes toward mobile advertising and its impact on consumers’ behavioral intention: A cross-market comparison of U.S. and Turkish consumers. International Journal of Mobile Marketing, 4(2), 43-51.
- Antonsson, J. B., & Games, G. (2009). Advergame Specific Design Principles. 2008–2009 Casual Games (White Paper, 104).
- Bataineh, A. Q. (2015). The Effect of eCRM Practices on eWOM on Banks’ SNSs: The Mediating Role of Customer Satisfaction. International Business Research, 8, 230-243.
- Bataineh, A., Alhadid, A., Al-abdallah, G., Alfalah, T., Falah, J., & Idris, M. (2015). The Role of Information Technology Capabilities in Capitalizing Market Agility in Jordanian Telecommunications Sector. International Journal of Academic Research in Business and Social Sciences, 5(8), 90-101.
- Blanco, C. F., Blasco, M. G., & Azorin, I. I. (2010). Entertainment and informativeness as precursory factors of successful mobile advertising messages. In Communications of the International Business Information Management Association (pp. 130-147).
- Cabanero, C. P. (2006). Consumer involvement in goods and service purchases. University of Valencia.
- Călin, G. (2010). Advergames: Characteristics, Limitations and Potential. Annals of Faculty of Economics, 1(1), 726-730.
- Cauberghe, V., & Pelsmacker, P. D. (2010). Advergames. Journal of Advertising, 39(1), 5-19.
- Chowdhury, H. K., Parvin, N., Weitenberner, C., & Becker, M. (2010). Consumer attitude toward mobile advertising in an emerging market: An empirical study. Marketing, 12(2), 206-216.
- Christensen, M. (2013). New media geographies and the Middle East. Television and New Media, 14(4), 267-270.
- Daugherty, T., Logan, K., Chu, S. C., & Huang, S. C. (2008). Understanding consumer perception of advertising: A theoretical framework of attitude and confidence. In American Academy of Advertising (pp. 308-313).
- Dobrow, L. (2004, January 15). How to Play Games and Influence People: Advergaming Emerges as New Ad Option. Media Daily News.
- Gertzou, I., Karabagias, I., Drosos, P., & Riganakos, K. (2017). Effect of combination of ozonation and vacuum packaging on shelf life extension of fresh chicken legs during storage under refrigeration. Journal of Food Engineering, 213, 18-26.
- Islam, M., Kang, M., & Yang, S. B. (2013). A research to identify the relationship between consumers’ attitude and mobile advertising. In PACIS 2013 Proceedings, 39.
- Kawa, L. W., Rahmadiani, S. F., & Kumar, S. (2013). Factors Affecting Consumer Decision Making: A Survey of Young-Adults on Imported Cosmetics in Jabodetabek, Indonesia. The SIJ Transactions on Industrial, Financial & Business Management (IFBM), 1(5).
- Kim, Y. (2003). Conceptualizing Health Campaign Strategies through the Level of Involvement. Corporate Communication: an International Journal, 8(4), 255-267.
- Kotler, P., & Armstrong, G. (2016). Principles of Marketing (16th ed.). Boston: Pearson Education.
- Kukar-Kinney, M., Ridgway, N, M., & Monroe, K. B. (2012). The Role of Price in the Behavior and Purchase Decisions of Compulsive Buyers. Journal of Retailing (Special Issue on Pricing), 88(1), 63-71.
- Kureshi, S., & Sood, V. (2009). Indian Gamers’ Recall, Recognition and Perceptions of In-Game Placement. Journal of Indian Business Research, 1(4), 252-268.
- Lee, M., & Faber, R. J. (2007). Effects of product placement in on-line games on brand memory: A perspective of the limited-capacity model of attention. Journal of Advertising, 36(4), 75-90.
- McQuarrie, E. F., & Munson, J. M. (1992). A revised product involvement inventory: Improved usability and validity. Advances in Consumer Research, 19, 108-115.
- Nelson, M. R. (2002). Recall of brand placements in computer/video games. Journal of Advertising Research, 42(2), 80-93.
- Newzoo. (2012). Mobile Games Trend Report.
- Persaud, A., & Azhar, I. (2012). Innovative Mobile Marketing via Smartphones: Are consumers ready? Marketing Intelligence & Planning, 30(4), 418-443.
- Rai, N. (2013). Impact of Advertising on Consumer Behaviour and Attitude with Reference to Consumer Durables. International Journal of Management Research and Business Strategy, 2(2).
- Redondo, I. (2012). The Effectiveness of Casual Advergames on Adolescents’ Brand Attitudes. European Journal of Marketing, 46(11/12), 1671-1688.
- Ridgway, N. M., & Kukar-Kinney, M. (2012). The Role of Price in the Behavior and Purchase Decisions of Compulsive Buyers. Journal of Retailing (Special Issue on Pricing), 88(1), 63-71.
- Rothschild, M. L. (1984). Perspectives on involvement: Current problems and future directions. Advances in Consumer Research, 11, 216-217.
- Schiffman, L. G., Kanuk, L. L., & Hansen, H. (2012). Consumer Behaviour: A European Outlook (2nd ed). Essex: Pearson Education.
- Sekaran, U., & Bougie, R. (2013). Research methods for business (6th ed.). John Wiley & Sons, Inc.
- Stewart, D. W., & Pavlou, P. A. (2002). From consumer response to active consumer: measuring the effectiveness of interactive media. Journal of the Academy of Marketing Science, 30(4), 376-396.
- Terlutter, R., & Capella, M. L. (2013). The gamification of advertising: Analysis and research directions of in-game advertising, advergames, and advertising in social network games. Journal of Advertising, 42(2-3), 95-112.
- Tsang, M. M., Ho, S-.C., & Liang, T-.P. (2004). Consumer attitudes toward mobile advertising: An empirical study. International Journal of Electronic Commerce, 8(3), 65-78.
- Usta, R. (2009). Üniversite orencilerinin mobil reklamcılıga karsı tutumları. Dogus Üniversitesi Dergisi, 10(2), 294-309.
- Wang, W. C. (2006). The effect of product knowledge and brand image on purchase intentions moderated by product category (Unpublished master thesis). Tatung University, Taiwan.
- Wong, M. M. T., & Tang, E. P. Y. (2008). Consumers’ attitudes towards mobile advertising: The role of permission. Review of Business Research, 8(3), 181-187.
- Yang, Y. T. (2009). A study of purchase intentions behavior to consumers on innovation technology smart phone in technology acceptance model and theory of reason action (Unpublished master thesis). Nan Hua University, Taiwan.
- Zabadi, A., Shura, M., & Elsayed, E. (2012). Consumer attitudes toward SMS advertising among Jordanian users. International Journal of Marketing Studies, 4(1), 77-94.
- Zaichkowsky, J. L. (1985). Measuring the involvement construct. Journal of Consumer Research, 12, 341-352.