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The purpose of this paper is to explore whether online leadership affects offline leadership through a mediation mechanism.

Drawing on social presence theory, the authors developed a mediation model of online leadership to offline leadership, and examine the moderating effect of interactivity. Data were collected through an internet questionnaire, with gamers in Taiwan’s leading forum as research targets. After receiving 912 valid questionnaires, the authors used SPSS 21 and AMOS 21 to conduct data analysis to test the model.

The results show that online leadership will affect offline leadership. Moreover, game achievements and character identification have partial mediated effects in this model. Finally, interactivity has a moderating effect in this model.

These findings provide insights for future leadership training effectiveness, training guidelines, game design, and selection of references.

This research extends the current state of knowledge about the paths to transfer online leadership experiences to office situations through direct influence, game achievement, and character identification.

In-game advertising continues to increase in importance for both industry and academia. However, game difficulty – an important, real-world factor – has received little attention as a specific game-related factor that might impact the effectiveness of in-game advertisements. This study aims to investigate the influence of game difficulty on players’ affective response and subsequent memory of in-game ads, which were presented as either gain- or loss-framed messages.

Three experiments were conducted. Study 1 and Study 3 implemented a 2 (difficulty: easy/difficult) × 2 (ad framing: gain/loss) design. Study 2 implemented a 2 (background music: calm/stressful) × 2 (ad framing: gain/loss) design. All experiments took place in a research laboratory in which participants consented to the study, completed a pre-test questionnaire, played a video game, completed a post-test questionnaire and were debriefed.

More difficult game play led to greater negative affective response. A different game-based attribute – background music – did not influence affective response. A significant interaction in Study 1 revealed that brand recognition increased as players in a more negative affective state were exposed to the loss-framed message. The results were explained to occur via the congruency effects that game difficulty exerts on players’ affective and cognitive states.

The studies are the first to incorporate both videogame difficulty and ad framing into one study, which two real-world factors that can influence advertising’s effectiveness. Theoretical and practical implications are discussed.

The purpose of this paper is to investigate tertiary students’ acceptance of digital game-based learning (DGBL). Specifically, it investigated the influence of learning motivation, enjoyment, and perceived usefulness on students’ behavioral intention to play an information literacy (IL) game.

In total, 150 tertiary students were recruited to play an IL game, and fill in a survey questionnaire. Multiple linear regression was performed.

Results indicated that attention, satisfaction, affective enjoyment, and perceived usefulness were significant determinants for the behavioral intention to play IL games. However, relevance, confidence, cognitive enjoyment, and behavioral enjoyment were not found to predict their behavioral intention.

The authors did not consider other factors in the hypotheses, such as the mediating effects of enjoyment on behavioral intention, and the influence of students’ individual characters such as learning styles or personalities on their behavioral intention of using DGBL. Further, the IL game used in the study, Library Escape, may reduce generalizability of the results. The study used self-reported attitudinal data from survey questionnaires, while behavioral data were not considered.

The results showed that pedagogical features, enjoyment factors, and perceived usefulness remain critical in the uptake of IL games by students. Further, the study demonstrated that instead of behavioral or cognitive dimensions of enjoyment, players are more concerned with affective enjoyment. Hence, developing DGBL with affective features should be pursued.

By taking into consideration both pedagogical and gameplay characteristics of DGBL to explain students’ acceptance of IL games, this study integrates and extends previous studies in the context of IL games. Additionally, instead of using perceived enjoyment as a single dimensional construct, this study adopted a multifaceted, more nuanced perspective on the perceived enjoyment of DGBL.

Technological advancements in games increased the popularity of online gaming. The rapid expansion of the eSports market may largely be attributed to the ever-increasing popularity amongst Generation Y amateur gamers. The primary objective of this study is to determine the factors influencing Generation Y amateur gamers' ongoing eSports gameplay intentions.

This study used the extended unified theory of acceptance as the theoretical framework. Data analysis included exploratory principal component analysis, confirmatory factor analysis and path analysis.

The results of the confirmatory factor analysis suggest that Generation Y amateur gamers' ongoing eSports gameplay intentions is an eight-factor model that is reliable, valid and has acceptable model fit. The results of the path analysis indicate that habit, price-value, flow, effort expectancy and facilitating conditions have a statistically significant positive influence on amateur gamers' ongoing eSports gameplay intentions, whilst social influence and hedonic motivation have a negative but non-significant influence on those intentions.

The sample was formed using only amateur eSports gamers. In this regard, the opportunity exists to research professional eSports gamers. This study only focussed on Generation Y members between 18 and 36 years old. As a result, there is an opportunity for researchers to research the different generations of South African eSports gamers to determine whether there are any differences or similarities between generational segments.

The results of this study clearly indicate that flow, together with habit are salient contributors to ongoing gameplay intentions amongst amateur eSports gamers in South Africa. A reasonable assumption that can be made here is that flow is also instrumental in encouraging habitual gaming, which increases the importance of flow in overall ongoing gameplay intentions. This suggests that R&D expenditure should be directed at enhancing user engagement by building increased levels of flow into eSports games.

eSports game developers can also achieve a desired state of flow by creating daily challenges that reward players when the players achieve specific objectives, which will encourage gamers to enter a state of flow when provided with challenges to complete. However, these in-game challenges should have a variety of levels regarding difficulty, ranging from beginner, intermediate and advanced levels so as not to exceed the effort expectancy of different groups of players. Game developers should provide regularly updated challenges to gamers to ensure that eSports games remain enjoyable and does not become predictable.

Given the nascence of research on eSports behaviour, the results of this study provide a novel addition to the knowledge pool, particularly in terms of amateur eSports behavioural intentions. Interestingly, hedonic motivation and social influence were non-significant negative predictors of Generation Y amateur gamers' ongoing eSports gameplay intentions. The recommendations provide various marketing strategies and opportunities for eSports business expansion.

The aim of this study was to investigate the role of immersive gaming on brand coolness and brand equity, with particular emphasis on fashion gaming collaborations. We used game theory as a theoretical framework to analyse immersive branding strategies and gain a deeper understanding of fashion consumers’ decision-making process in gaming environments. Gender, as a significant factor affecting gamers, has been studied as a moderator that impacts the overall proposed framework.

A quantitative method was used to assess the significance of relationships within the proposed model empirically. The partial least squares structural equation modelling technique was implemented to assess the relationships of the framework with a sample size of 160 active Malaysian gamers.

The findings indicate that brand equity is positively associated with perceived brand coolness. Furthermore, of the three core values of online games, perceived enjoyment is most strongly associated with perceived brand coolness, ahead of the values of self-expression and perceived emotional challenge. The results of the multigroup analysis further suggest that in the fashion industry, building brand equity through online games is strongly related to perceived brand coolness among female respondents, the role of perceived brand coolness being weaker among male respondents.

The study contributes to the existing literature by providing a deeper understanding of the impact of immersive gaming branding practices on the overall equity of the fashion brand. The results provide insight for fashion brand managers into the significant effect on consumer behaviour outcomes of fashion-gaming collaborations.

本研究擬探討身歷其境的遊戲體驗在品牌酷感和品牌資產上所扮演的角色; 研究特別強調裝扮遊戲的合作。研究人員以博弈論作為研究的理論框架,來分析沉浸品牌策略、和對時裝消費者在遊戲的環境中如何作出決策取得更深入的瞭解。研究人員探討了性別作為影響遊戲參與者的重要因素,這因素被視為為整個被提出的框架帶來調節的影響和作用。

研究人員採用定量方法進行研究,目的為於被提出的模型內之各種關聯的意義進行以經驗為依據的評估。研究人員採用了基於偏最小平方法的結構方程模型研究法,來對一個包含160名活躍的馬來西亞遊戲參與者的樣本進行框架的各個聯繫的評估研究。

研究結果顯示,品牌資產與品牌酷感成正相關; 而且,在網絡遊戲的三個核心價值中,感知享受與品牌酷感之間的聯繫最為強烈和密切,超過自我表現和感知情感挑戰兩者的價值; 多群組的分析結果更暗示了在時裝產業裡,透過網絡遊戲去建立品牌資產在女性回應者中是與品牌酷感有強烈密切的關係; 而在男性回應者中,品牌酷感所扮演的角色則較弱。

本研究使我們能更深入認識沉浸遊戲品牌的慣常做法如何影響時裝品牌的整體資產。研究結果為時裝品牌經理提供了啟示,使他們明瞭時裝遊戲的合作會給消費者行為產生重要的影響。

A relevant literature review suggests that today’s children are increasingly immersing themselves in ubiquitous technologies, including interactive media and digital games. Therefore, this paper aims to investigate the primary school students’ intrinsic and extrinsic motivations toward learning via gameplay through their mobile devices, at home and at school.

This study was carried out among primary school students in a small European state. It used valid and reliable measures that comprised the technology acceptance model’s key constructs. However, the empirical investigation also explored the students’ perceived enjoyment and social influences, as plausible antecedents for their behavioral intention to engage with the educational applications (apps).

The findings reported that there were strong correlations between the students’ perceived usefulness of the mobile technologies and their behavioral intention to use them for their learning. The results also indicated that there was no significant relationship between the perceived ease of use and the children’s enjoyment in engaging with the educational apps that were used at school.

To the best of the authors’ knowledge, there is no other study in academia that has explored the children’s technology acceptance, normative pressures and their intrinsic motivations to use mobile learning technologies in the context of primary education. Therefore, this contribution opens future research directions, as this study can be replicated in other contexts.

The goal of this study is to examine the factors (e.g. enjoyment, skills, challenge, telepresence and flow) that influence players’ purchase intention toward Dota 2 virtual in-game as well as examine the effect of flow toward purchase intention of Dota 2 through the critical mechanism (i.e. continuous intention). Notably, the analysis of the moderating role of enjoyment of buying on the relation of (a) flow and purchase intention of Dota 2 in-game, as well as (b) between flow continuous intention and finally (c) between continuous intention purchase intention of Dota 2.

The data were gained from 331 users using Google Forms and posted to respondents on social media platforms and forums such as Facebook and Reddit, as these websites have the closest reach to gamers.

The study revealed that enjoyment, skill, challenge and telepresence have a positive effect on flow. Also, the flow was significantly related to purchase intention. The continuous intention has significantly mediated the relationship between flow and purchase intention. Importantly, this study found that the moderating role of buying enjoyment increases the relationship between flow and purchase intention (H7a) and between continuous intention and purchase intention (H7c). In contrast, the moderating role of buying enjoyment on the relationship between flow and continuous intention (H7b) was not supported. Hence, this study sheds a new light on the notable Dota 2 in-game and continuous intention purchase intention of the users.

In response, this study's main research question can be highlighted on testing how enjoyment, skills, challenge, telepresence, in-game virtual items influence purchasing intention when the enjoyment of buying moderates the proposed relationship? Therefore, this study aims to examine the significant elements like enjoyment, skills, challenge telepresence toward flow, and subsequently, the effect of flow toward purchase intention of Dota 2 in-game through continuous intention as a key mechanism which is urgently needed to minimize the gap in-game virtual items literature. Significantly, this study also intends to explore the contingent role of enjoyment of buying on the relation of flow and purchase intention of Dota-2 in-game, as well as between flow and continuous intention and finally between continuous intention and purchase intention.

The study explores the effect of game flow, game enjoyment and game customization on consumers' attitudes toward the game (ATG). It also examines the relationship between consumers' ATG and attitude toward the in-game advertising (IGA) brand.

The study used SEM and PROCESS MACRO to analyze the results.

The study asserts the significant role of game flow, game customization and game enjoyment as antecedents of consumers' ATG. Furthermore, psychological ownership and perceived IGA invasiveness were found to be significant moderators between attitude toward game and attitude for the IGA brand.

The study examines how players’ attitude toward the game influences their attitude toward the IGA brand due to the player's ownership perceptions over the game and invasiveness perceptions for IGA. The study used psychological ownership and psychological reactance theory in the gamification context. The study findings present pertinent implications for game developers and brands interested in using IGA tools.

This study aims to examine how brands can leverage on advergames as an interactive marketing tool to foster prosumer culture and build a sacred brand. Drawing from game theory, this research scrutinizes how advergame format (cooperative vs noncooperative) influences consumers’ perceived brand sacredness by harnessing positive brand relationship quality (BRQ) and intention to prosume. It also examines how reward types moderate the relationship between advergame format and advergamers’ BRQ.

Three different studies were conducted. Study 1 develops a measure to capture advergamers’ intention to prosume. Study 2 uses survey to collect data from brand-controlled gaming community platform. Study 3 is an experiment that uses 2 (game format: cooperative vs noncooperative) × 2 (reward type: hedonic vs utilitarian) between-subject format.

Study 1 provides a reliable and valid measure to capture “intention to prosume.” The results of Study 2 elucidate that (non) cooperative advergame format generates strong cold (hot) BRQ, leading to intention to prosume, which, in turn, drives brand sacredness. The results of Study 3 elucidate that using (utilitarian) hedonic rewards strengthens the impact of (non) cooperative advergame format on (cold) hot BRQ.

This research has examined the roles of cooperative vs noncooperative game design formats and hedonic vs utilitarian reward formats. Future research may focus on other possible advergame design formats and reward types.

This research provides insights to advergame marketers toward designing appropriate hedonic or utilitarian game rewards to strengthen the impact of cooperative vs noncooperative advergame format on brand sacredness through enhancing BRQ and intention to prosume among the target advergamers.

This research applies game theory in the advergaming context to manoeuvre game format and rewards so that a sustainable prosumption culture is built, which has strong beliefs about the sacredness of the brand.

This paper aims to identify, analyze and discuss a potential new business opportunity that arises from the intersection of the digital music and game industries across borders throughout network-based innovation approach.

The research draws on review of industry and academic literature, two online surveys and interviews, overall encompassed by a interpretative exploratory research methodology strategy.

The study supports the interest and potential for developing new products that combine digital music and casual digital games and that draw on firms from more than one region, while potentially involving a wide set of social network key stakeholders.

This is an exploratory study in which findings should be challenged by confirmatory studies, including new product design and development of modeling techniques and network-based innovation approaches. This research contributes for the generation of new insights over technological and social driving forces, as well as emerging trends that shed light on the global competitiveness and on convergence of mobile gaming and digital music industries at regional innovation systems view. It also discusses spillover mechanisms based on new knowledge creation, knowledge diffusion and knowledge appropriation throughout the key stakeholders. The customer-centric innovation and network value autocorrelation hypothesis was validated, and both technology convergence and social factors are enhancement factors for innovation. Limitations and further research with larger sampling, specialization techniques and empirical modeling to in-depth analysis is suggested.

The study provides a framework for managers to develop new products that merges boundaries of related industries and encourages network-based innovation and cooperation between industry players, involving different regions. Ultimately, it shows opportunities of diversification, by introducing new products into new markets, as result of interdependence, soft factors, knowledge spillover and absorptive capacity mechanisms over a network of key stakeholders across different regions throughout customer-centric innovation, while impacting also new discussion on entrepreneurship and knowledge spillover theory and policy making.

Social capital network is key for innovation and knowledge spillover among industry players. Content creation regarding products and services show high dependence on spatial external cultural influences, tastes and habits for customer-centric innovation, while impacting on social and learning customer experience, as well.

The paper has value for product development and innovation managers, researchers and practitioners. It discusses the value of innovation systems that are purposively developed beyond traditional geographic and industry boundaries.