Level Up! The Role of Progress Feedback Type for Encouraging Intrinsic Motivation and Positive Brand Attitudes in Public versus Private Gaming Contexts
通过两项实验，研究了游戏进度反馈类型（角色构建 vs. 状态条）在公共与私人游戏情境下如何影响玩家的内在动机和品牌态度，发现公共游戏中角色构建反馈更能提升享受和心流，进而改善品牌态度。
With the popularity of video games and the resulting gamification of everyday activities comes an increase in in-game advertising (IGA). As a result, video game players’ engagement and motivation to level-up or master a video game are becoming increasingly important for marketers hoping to increase exposure to their brands. Across two experimental studies, we provide evidence that games played publically (versus privately) are more motivating to players, and also demonstrate the important influence of feedback via building a character or completing a status bar. In study 1, we find that, for public gaming contexts, players experience more enjoyment, effort, and flow when progress is shown via building a character. Furthermore, in study 2 we extend study 1's findings and discover a moderated mediation model for brand attitudes. Specifically, the relationship between public gaming context and brand attitude is mediated by enjoyment and flow. Further, the mediation of enjoyment and flow is moderated by feedback type, where progress affects brand attitude when a character is used for game feedback, but not for status bar feedback. We examine our research questions within the context of intrinsic motivation, specifically self-determination theory.