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There is growing evidence that serious games can be an effective tool in social marketing programmes. Although multiple (serious) game attribute frameworks exist, there is limited knowledge about which game attributes are applicable for sensitive social marketing issues. This research aims to fill this gap by compiling a taxonomy of game attributes for serious games based on the existing literature and investigating which of the game attributes users prefer in the context of an alcohol programme targeted at adolescents.

Three serious games were administered to a sample of adolescents as part of a larger trial. Game feedback data from 640 participants are coded and compared using the synthesised classification taxonomy of reward-based and meaningful game attributes.

Meaningful game attributes are more frequently preferred than reward game attributes across all three serious games.

This study examined serious games targeting only one specific context (alcohol) in one market segment (Australian adolescents) on one gaming platform (online).

This study proposes that meaningful game attributes are more important than reward game attributes when designing serious games for (alcohol) social marketing programmes. Nevertheless, social marketers must also recognise that reward-based game attributes are important attributes, as they are essential for making and motivating gameplay.

This research is the first social marketing study that provides insight into game attributes which are preferred by users of serious games or gamified technology in social marketing programmes.

Fitness games, as a medium that combines playfulness and usefulness for exercise, face challenges in sustaining long-term user engagement. Currently, there is limited research exploring factors influencing users' continued intention to use from the perspective of user experience. Therefore, this study aims to investigate the priority of various user experience attributes of fitness games in promoting users' sustained engagement and to construct a user behavior model, offering theoretical guidance for designers and businesses.

This study distributed 441 survey questionnaires and, based on the fundamental characteristics of external games, established a model for users' continued intention to use external games. It explores the impact of various gaming elements on users' continued intention to use fitness games and the relationships between these elements.

The study indicates that usefulness, functional quality, and ease of use directly influence players' intention to continue playing external games. Social interactions, technical quality, and playfulness do not have an impact on the continued intention to use.

This research breaks away from the bias of previous studies overly focusing on playfulness in games. It fills the research gap regarding the continued intention to use fitness games and provides insights into the design and operation of fitness games.

Extending the study of Chan et al. (2016), this paper aims to focus on specific aspects of performance (conceptual and factual knowledge) to provide insight into whether computer game attributes designed into Prrinciples Aren’t That Hard (PATH) improve performance.

A between-subjects experiment is conducted to test the hypotheses. The experimental and control groups are PATH and traditional paper medium, respectively.

The results reveal that PATH users perform better on the conceptual knowledge questions compared to the traditional paper medium users. No significant difference in performance on the factual knowledge (computational) questions is found between PATH and traditional paper medium users.

This study demonstrates that PATH creates an engaging learning environment, which facilitates the acquisition of conceptual knowledge and improved (conceptual) performance. Research can investigate whether technology may be used to facilitate automation of computational tasks which downplay the importance of computational skills (factual knowledge) and focus on the design of computer game attributes in educational or training programs to enhance conceptual knowledge and (conceptual) performance.

The findings of this study will assist educators and educational technology developers to identify and design motivation-enhancing computer game features to promote remember and understand cognitive processes which improve (conceptual) performance.

Game-based learning serves as the underlying theoretical framework for the design of PATH used in an experimental study to examine the positive effects of motivation-enhancing computer game attributes on remember and understand cognitive processes which facilitate (conceptual) performance. This study also uses separate measures of performance; that is, conceptual and factual knowledge, to provide additional insight into the findings of Chan et al. (2016).

Instructional design students’ training may not include game-based learning (GBL). This paper aims to review the literature on GBL to determine the role of the instructional designer who is interested in GBL approaches to enhance learning especially for the novice learner.

The methodology for determining the instructional designers’ roles is based on the comparison of game-based and traditional instructional design and the identification of what is needed to aid instructors and designers in development and evaluation of GBL products.

The literature reveals that GBL shows learning potential. The existence of slim empirical research cannot posit GBL effectiveness in general, within specific disciplines, or with specific learner types. If GBL is to be effectively included in instructional design, the instructional designers, game designers and educational stakeholders need to collaborate to understand and combine optimal design features that meet both game and education objectives and to develop a common nomenclature so that research and its findings can be effectively communicated.

This review identifies specific digital game-based strategies that align with the learning goals sought in instructional design, differences between game and instructional design and steps needed for the instructional designer to bridge gaps in knowledge or practice between educators, researchers, game designers and instructional designers. These identifications may aid all GBL stakeholders in development of future GBL.

E-learning has the potential to engage learners in ways that is not possible in a conventional classroom environment. Nevertheless, for this unique capability of e-learning to be optimised, a good understanding of learners’ need as to what motivate them to be engaged in activities is paramount. This chapter suggests strategies for engaging learners in e-learning based on past empirical studies on computer games characteristics and an exploratory study on values influencing learners’ decisions to engage in activities. The exploratory study in this chapter adopted qualitative research methods of Kelly Repertory grid and laddering interview based on the means-end chain (MEC) theory. Based on the exploratory study, value dimension was added to the existing literature. The value dimension of excitement, warm relationship with others and sense of accomplishment were revealed as important to learners in their decision whether to engage in activities. Strategies for e-learning instructions that promote the revealed values were suggested with the aim of integrating the value dimension with the existing literature as well as proven teaching approaches.

To retain consumer attention and increase purchasing rates, many e-commerce vendors have adopted content-based recommender systems. However, apart from text-based documents, there is little theoretical background guiding element selection, resulting in a limited content analysis problem. Another inherent problem is overspecialization. The purpose of this paper is to establish a value-based recommendation methodology for identifying favorable attributes, benefits, and values on the basis of means-end chain theory. The identified elements and the relationships between them were utilized to construct a recommender system without incurring either problem.

This study adopted soft laddering and content analysis to collect popular elements. The relationships between the elements were established by using a hard laddering online questionnaire. The elements and the relationships were utilized to build a hierarchical value map (HVM). A mathematical model was then devised on the basis of the HVM to predict user preferences of attributes.

The results of a performance comparison showed that the proposed method outperformed the content-based attribute recommendation method and a hybrid method by 39 and 68 percent, respectively.

Although hybrid methods have been proposed to resolve the problem of overspecialization in content-based recommender systems, such methods have incurred “cold start” and “sparsity” problems. The proposed method can provide recommendations without causing these problems while outperforming the content-based and hybrid approaches.

The purpose of this paper is to focus on two internal organizational factors in college football teams (team powerfulness and team reputation) and their combined relationship on game attendance. Authors aim to validate new data published by Wall Street Journal (WSJ) and NCAA websites; and to develop a new conceptual model to examine the interaction effect of team powerfulness and team reputation on game attendance.

This study relies on secondary data collected from the WSJ’s “College Football’s Grid of Shame” publication and the NCAA official website. Data for 123 US college football teams are collected representing 13 conferences for seasons 2010–2014. Multi-level regressions are utilized for statistical analyses.

Results reveal that not only team’s powerfulness is required for more public attendance to games, but also team reputation strengthens this relationship. In other words, team reputation plays an important role in increasing games’ attendance. Team reputation alone does not bring more attendees to games.

This paper studies the relevance of team reputation in the field of sports management. This paper argues that in order to achieve superior financial benefits in college football games, it is important to properly manage team powerfulness and its legal and ethical behavior. In this way, a positive reputation can leverage game attendance to a larger extent.

Purpose of the study is to further expand insights into how weather impacts attendance at sporting events. With the NFL having only eight home games a year per team, it is more of an event than other North American sports. We explore this in terms of how sensitive fans are to weather, by not only looking at traditional factors, but also other weather variables available through Accuweather. In addition, the authors explore team success, outcome uncertainty and other factors as determinants of demand.

The method includes Tobit model of attendance in terms of percent of capacity in the National Football League. Model includes factors such as outcome uncertainty, team success, etc. but mainly focuses on weather. Weather factors studied include traditional variables such as temperature and precipitation, and also includes cloud cover, barometric pressure, wind speed and humidity. Different model specifications are included to explore results. Key findings allow for differences between games played outdoors versus indoors.

In terms of control variables, team success, new stadiums and stadium age play a significant role in attendance in terms of percentage of capacity. Outcome uncertainty does not appear to be important, and fans desire the opposite when the home team is an underdog. The main results concern the weather. When only traditional weather variables are included, precipitation plays a key role. With further expansion of the weather variables, it appears that cloud cover offers some additional information beyond precipitation. In addition, barometric pressure plays a minor, but statistically significant role as it relates to attendance in terms of capacity.

Including deeper and richer weather data helps to further explain attendance at sporting events. With the NFL, this may be limited by it being such as event due to the scarcity of games in a season. In addition, the weather variables are not truly independent, although they are not as correlated as may be anticipated on the surface. Use of different types of weather variables in models of attendance may help to deepen our understanding of factors influencing consumer decisions. These factors may play larger roles in sports with wider variance in attendance during the season.

The practical implications are that other weather-related variables besides temperature and precipitation may offer insight into consumer decisions related to attendance at sporting events. Cloud cover gives insights into anticipated poor weather in addition to it directly leading to less of a sunny day to be outdoors at an event. Barometric pressure has been shown to influence headaches and joint pain and may also influence consumer decisions to venture out to sporting events.

As data becomes more widely available in general, it's possible to add additional insights into factors influencing various forms of decision-making. In this study, we show that more information on weather can shed insights into consumer decisions as it relates to attending events such as sports. These decisions likely differ based upon whether the event is held outdoors or indoors. With more entertainment choices as substitutes, it is important to identify key factors which influence consumer decisions to help better structure events in the future.

Weather variables beyond temperature and precipitation are included in a Tobit model for NFL attendance using percentage of capacity as the dependent variable. These weather variables are cloud cover, wind speed, humidity, and barometric pressure. Cloud cover and barometric pressure were found to have some significant effects on percentage of capacity. When included, precipitation itself is no longer found to be significant, but precipitation interacted with games played in domes retains statistical significance as there are key differences between games held outdoors versus indoors.

Although sports fans have increased their use of digital media to consume sport, especially at professional sport venues, it is unknown the extent to which patrons of said venues are utilizing venue services for these activities. As such, this study asks: (1) How much data do patrons at a sports venue consume via the provided Wi–Fi? and (2) What types of online activity behaviors do Wi–Fi users at sports venues exhibit?

This empirical study reports stadia Wi–Fi data usage and consumer behavior from three National Basketball Association venues in the United States: Amway Center in Orlando, FL, Barclays Center in Brooklyn, NY and Target Center in Minneapolis, MN, over a course of 7 games per venue.

The findings suggest that Wi–Fi usage is more limited than anticipated. Users who do utilize the venue Wi–Fi do so for very short periods, with the vast majority of user duration lasting between 1 and 10 min. Additionally, the halftime period of games experiences the peak of Wi–Fi usage.

By increasing our understanding of Wi–Fi usage in venues, this study informs relationship marketing theory research and contributes to the sport management literature. Practically, a better knowledge of Wi–Fi usage is critical, as it constitutes a critical antecedent to develop online marketing strategies.

This study explores the linkages between various attributes, consequences and values of casino restaurants and the differences in the hierarchical value maps between female and male customers and between casino players and non-casino players.

This study was conducted using the means-end chain (MEC) theory. The data were collected using the hard-laddering method. Two hundred forty-one responses were analyzed.

Attributes such as “taste,” “reasonable prices,” and “discounts” were associated with the values “personal happiness,” “considered,” “life satisfaction,” and “life-quality enhancement” at casino restaurants. Males were found to hold “prompt services” as important when dining at casino restaurants, while females held a “spacious environment” to be critical. Furthermore, “use of casino complimentary credits” was important to casino players, while “free parking” and “comfortable seats” mattered for non-casino players.

It is suggested that casinos add more Asian cuisines in their casino restaurants in Macao to attract customers who value culinary and cultural exploration while simultaneously satisfying tourists from neighboring regions who wish to enjoy familiar foods when they visit Macao. In addition, the authors recommend that casinos develop menu items that can be served quickly to casino players.

This study is based on the MEC theory and broadens the range of studies on casino restaurants. Furthermore, it provides useful information to guide casino restauranteurs in developing their marketing and operational strategies for different customer segments.