The gamification of in-game advertising: Examining the role of psychological ownership and advertisement intrusiveness

作者：

Highlights：

• Psychological factors impact gameful experience and the attitudes of online gamers.

• Gameful experience is positively linked with online gamers’ attitudes.

• Psychological ownership (PO) and perceived in-game advertisement effectiveness (PAE) positively mediate this path.

• Online gamers comprehend the effectiveness of in-game advertising.

• The impact of advertisement intrusiveness can be countered with high PAE and PO.

摘要

•Psychological factors impact gameful experience and the attitudes of online gamers.•Gameful experience is positively linked with online gamers’ attitudes.•Psychological ownership (PO) and perceived in-game advertisement effectiveness (PAE) positively mediate this path.•Online gamers comprehend the effectiveness of in-game advertising.•The impact of advertisement intrusiveness can be countered with high PAE and PO.

论文关键词：Gamification,Gameful experience,Psychological ownership theory,Schema theory,In-game advertising,Advertisement intrusiveness

论文评审过程：Received 27 February 2020, Revised 31 August 2020, Accepted 31 August 2020, Available online 30 September 2020, Version of Record 16 September 2021.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102245