Examining the Deferred Effects of Gaming Platform and Game Speed of Advergames on Memory, Attitude, and Purchase Intention
通过两个实验，研究了广告游戏的平台（PC vs 手机）和速度对消费者即时与延迟记忆、态度及购买意图的影响，发现PC平台提升延迟记忆，且品牌熟悉度调节效果。
Advergames are digital games through which advertisers promote their brands. While many studies have explored the influence of the gamification of advertising, little is known about the effects of important advergame attributes such as gaming platform (device used to play games) and game speed (overall pace of games) on consumers’ immediate and delayed memory, delayed attitude, and delayed intention to purchase the advertised brands. We address these gaps by conducting two experiments with fictitious brands (Study 1) and real brands that vary in the degree of familiarity (Study 2). Results reveal that a PC-based advergame generates better delayed memory than a mobile-based advergame, while gaming platform does not affect immediate memory. Also, it interacts with game speed only in the delayed situation. Brand familiarity moderates the effects of gaming platform and game speed on brand attitude and purchase intention in such a way that unfamiliar brands are more effective than familiar ones.