When and why is perceived congruity important for in-game advertising in fantasy games?

作者：

Highlights：

• Moderated mediation model is tested with perceived in-game ad (IGA) congruity.

• Perceived IGA congruity reduces perceived IGA intrusiveness.

• Perceived IGA congruity positively contributes to perceived game realism.

• Intrusiveness and realism influence attitudes towards the IGA and play intentions.

• The mediation effects are moderated oppositely by perceived IGA interactivity.

摘要

•Moderated mediation model is tested with perceived in-game ad (IGA) congruity.•Perceived IGA congruity reduces perceived IGA intrusiveness.•Perceived IGA congruity positively contributes to perceived game realism.•Intrusiveness and realism influence attitudes towards the IGA and play intentions.•The mediation effects are moderated oppositely by perceived IGA interactivity.

论文关键词：In-game advertising,Congruity effects,Interactivity,Fantasy games,MMO

论文评审过程：Received 4 May 2016, Accepted 31 July 2016, Available online 12 August 2016, Version of Record 12 August 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2016.07.062