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
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id	my-usm-ep.43532
record_format	uketd_dc
spelling	my-usm-ep.435322019-04-12T05:26:27Z In-Game Advertising: The Effects Of Telepresence On The Attitude And Purchase Intention 2011-11 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 http://eprints.usm.my/43532/ http://eprints.usm.my/43532/1/ZUHAL%20HUSSEIN.pdf application/pdf en public phd doctoral Universiti Sains Malaysia Pusat Pengajian Pengurusan
institution	Universiti Sains Malaysia
collection	USM Institutional Repository
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
qualification_name	Doctor of Philosophy (PhD.)
qualification_level	Doctorate
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
granting_institution	Universiti Sains Malaysia
granting_department	Pusat Pengajian Pengurusan
publishDate	2011
url	http://eprints.usm.my/43532/1/ZUHAL%20HUSSEIN.pdf
_version_	1747821234932940800

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

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