Young Adolescents and Advertising on Social Network Games: A Structural Equation Model of Perceived Parental Media Mediation, Advertising Literacy, and Behavioral Intention
研究10-14岁青少年在社交网络游戏中，感知父母媒体中介如何影响其广告素养（理解销售意图和说服意图），进而影响购买请求意向。
This study tested a model in which perceived parental media mediation in social network games (SNGs) was related to adolescents' conceptual and attitudinal advertising literacies, both of which were in turn related to purchase request intention. The 780 participants, aged between 10 and 14 years, watched a video clip of SNG Habbo that included a commercial message and then completed a questionnaire. Perceived autonomy-supportive restrictive media mediation was found to be positively associated with understanding selling intention. Perceived autonomy-supportive active media mediation was positively related to understanding persuasive intention. Understanding persuasive intention was positively related to purchase request intention.