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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| Format: | Thesis |
| Language: | English |
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2011
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| Online Access: | http://eprints.usm.my/43532/1/ZUHAL%20HUSSEIN.pdf http://eprints.usm.my/43532/ |
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| Institution: | Universiti Sains Malaysia |
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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 |