Effect of in-game situations and advertisement animation in eSports on visual attention, memory, brand attitude and behavioral intentions
研究电子竞技中游戏情境（战斗vs非战斗）和广告动画（静态vs动态）如何影响观众的视觉注意、记忆、品牌态度和行为意向，发现非战斗情境下视觉注意更高，且隐性记忆对品牌态度和行为意向有正向作用。
Purpose The purpose of this study was to examine the effects of in-game situations (battle vs non-battle) and advertisement animation (static vs animated) on visual attention, memory, brand attitude and behavioral intention in eSports. Design/methodology/approach A 2 (advertisement animation: static vs animated) × 2 (in-game situations: non-battle vs battle) between-subject factorial design was developed. Participants wearing eye trackers watched a 2-min-and-30-s stimulus featuring manipulated variables. Subsequently, they completed a questionnaire designed to measure variables. Findings In-game situations significantly influenced visual attention, with non-battle contexts eliciting higher fixation duration and count. Moreover, fixation count positively affected both explicit and implicit memory. Additionally, implicit memory enhanced brand attitude, which in turn positively affected behavioral intention. Practical implications These findings guide eSports event organizers and brand managers in optimizing advertisement placement. Advertisements should be positioned in non-battle situations, where visual attention is higher. Repeated brand exposure is more effective than prolonged single exposures for enhancing memory retention and brand attitude. Lastly, unobtrusive advertisement exposure is essential because implicit memory plays a key role in shaping consumer attitudes and behavioral intentions. Originality/value This study advances eSports advertising research by identifying psychological mechanisms influencing consumer behavior. Moreover, the study extends the Limited Capacity Model of Motivated Mediated Message Processing (LC3MP) by demonstrating how cognitive resource allocation varies across in-game situations and advertisements. Furthermore, this research contributes to self-perception theory and the mere exposure effect by clarifying the distinct roles of explicit and implicit memory in shaping brand attitudes.