• Asia Marketing Journal
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• v.15 no.3
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• pp.117-139
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• 2013

Research on purchase intention had showed remarkable progress in contributing to the theory of consumer behavior. Despite the popularity of academic discussions on various issues influencing purchase intention, the mediating role of brand recall and brand attitude on purchase intention, in particular advergames, has not yet been well explored, especially in developing economies such as Malaysia. Furthermore, the influence of self-brand congruity, entertainment and brand placement acceptance as antecedents to brand recall and brand attitude are expected to add value to the brand recall, brand attitude and purchase intention relationships. This paper aims to investigate the impact of the mediating role of brand recall and brand attitude on purchase intention in advergames among Malaysian gamers. The antecedents towards brand recall and brand attitude are also examined to measure their influence on purchase intention. A total of 350 Malaysian gamers were interviewed through online survey in this study. The results showed that brand recall and brand attitude mediate the relationship between self-brand congruity, entertainment and brand placement acceptance with purchase intention. Also, entertainment and brand placement acceptance were found to have a significant relationship with brand recall. As expected, brand recall and brand attitude showed a positive relationship with consumer purchase intention in advergames. It was found that self-brand congruity has a significant influence on brand attitude and purchase intention. When users see the brand which matches with them, they tend to act positively toward the brand exposed in the game. This is consistent with Escalas and Bettman (2005) who suggested that the greater the congruity, the more positive the consumer's attitude toward the brand in question. This leads to game usage and purchase (Davis and Lang, 2013). In the advergaming context, the entertainment value in advergames is very important to determine the level of enjoyment and pleasure experienced by gamers during game-playing. Therefore, the more entertaining the ads, the more it will be remembered and the greater the positive behavior of the consumer towards the advergames - this ultimately stimulates their intention to purchase the brand. This study shows the effect of brand placement on brand recall and brand attitude and also purchase intention. Brand placements might not work in games due to the interactivity involved in game-playing as people could be distracted from noticing the brand placements (Yang et al., 2006). However, the significant influence of brand placements found in this study may provide major promise for advertisers. Game players may or may not explicitly remember the brands they see in the games, but these placements may influence their brand recall and brand attitude and could therefore influence later decisions (Yang et al., 2006). In this study, it was found that self-brand congruity was not significantly related with brand recall. The reason for this could be attributed to the fact that this study examined gamers who are highly involved in the interactive medium of games which force them to focus on game play rather than advertisements; the level of recognition to remember the brand exposed in the game is low and contributes to the "mismatch" between the gamers and the said brand. The present study contributes to the existing literature of the antecedents of brand recall and brand attitude in advergames. This study contributes to the role of brand recall and brand attitude as mediators in purchase behavior theory. Academically, the relationship between brand recall and brand attitude is well known in advergaming research, but their impact as important mediators on purchase intention add new understanding in the interactive communication literature. Their mediating role may provide new insights on how they facilitate the effects of self-brand congruity, entertainment and brand placement on purchase intention. Besides that, the studies on the influence of self-brand congruity on brand recall and brand attitude and also consumer intention to purchase had not well-investigated in advergames. This study contributes to fill those gaps in advergames literature. For practitioners, this study could suggest the use of illustrative or demonstrative placements of new products to help customers remember new brands, and the use of associative placements for existing products to increase consumers' purchase intention (Ho et al., 2011). To advertisers, this study may provide useful information to improve their current advertising strategies in games, for instance, by considering game players' congruity, entertainment value and brand placement factors.

• Proceedings of the Korea Information Processing Society Conference
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• 2017.04a
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• pp.1079-1080
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• 2017

Today multimedia technologies are playing an increasingly important role in games, movies, and live performances. In this paper, we design a flexible interactive system integrated with gesture recognition, skeleton tracking, internet communication, and content edition using multi-sensors to direct and control the performance on stage. In this system, the performer can control the elements showed on stage through corresponding gestures and body movements during the performance. The system provides an easier way for users to change the content of the performance if they intent to do.

• Asian Journal of Innovation and Policy
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• v.2 no.1
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• pp.20-36
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• 2013

In this practice article, we present the results of a scenario planning approach that is a hybrid of the three main schools of thought. Our research objective was to study the future of Interactive Digital Media applications such as online music, on-demand television and massively multi-player online role-playing games. Our approach, while essentially qualitative in nature, nevertheless draws from the rigors of the quantitative school in identifying and then tracking the significant dimensions of analysis that emerge over time as strands of events leading to plausible scenarios. Our empirical analysis revealed mapping strands to three themes - ownership, distribution and innovation - which we used in an expert validation exercise to formulate scenarios. We present and discuss the major findings and implications of this empirical investigation. In a nutshell, we conjecture that an open, competitive IDM marketplace with performance safeguards may serve both and lead to a win-win scenario. While there are differences among IDM sectors, a unified approach to regulation and policy would be effective.

• Journal of Digital Contents Society
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• v.11 no.1
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• pp.65-71
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• 2010

Digital game includes one more funny elements which are competition, puzzle, interaction and role-playing. These elements encourage the player's interest and flow. The purpose of this study is to find out the essence of these elements in digital games with Cannibalism. Digital game inherits and develops Cannibalism in the digital space as magic circle, death and rebirth of life, changing the shape of character and reversing the interface.

• International Journal of Internet, Broadcasting and Communication
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• v.13 no.3
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• pp.12-16
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• 2021

Soccer is one of the popular sports globally, and South Korea is no exception; the professional domestic soccer tournament has been held in South Korea since 1983. The national soccer team in South Korea has shown outstanding performances, hosting the 2002 World Cup and achieving a bronze medal at the London 2012 Olympic Games and second place at the 2019 U-20 World Cup. In addition, one of the South Korean soccer players, Heung-min Son, has played a remarkable role in the English Premier League. Like other global soccer clubs, South Korean domestic soccer clubs create and manage their own YouTube channel to interact with fans and keep them updated. In this study, we explore how and why Seoul E-Land Football Club (SEFC) utilizes its YouTube channel. SEFC is distinctive in that they are playing at the second division, their home ground is based in Seoul, and they are sponsored by a company run on Christian values. We analyze one of the soccer club's YouTube channels multi-dimensionally and discover the roles of YouTube.

• International Journal of Internet, Broadcasting and Communication
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• v.15 no.1
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• pp.211-221
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• 2023

After COVID-19, various metaverse platforms for online lectures are being provided. Most of the classrooms are tiered type, and they are divided into intensive classrooms and open classrooms depending on the shape of the classrooms. Intensive classrooms provide a one-sided lecture format, so there are many difficulties in conducting communication-based classes that carry out team missions like PBL classes. In this study, we propose a metaverse classroom that applies the functions of a multiplayer online role-playing game (MMORPG), one of the game genres suitable for PBL classes. The proposed system provides various interaction techniques for PBL classes. We evaluated user satisfaction when this was applied to actual classes. As a result of the evaluation, it was found that users preferred text and voice chatting more than video chatting and solving missions like games was very helpful in online classes.

• Educational Technology International
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• v.6 no.2
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• pp.59-67
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• 2005

The primary purposes of this study are to develop a Situated Learning Support System based on an MMORPG (Massively Multiplayer Online Role Playing Game) and to investigate applications of Situated Learning theory both hypothetically and practically. In Situated Leaning theory, cognition is interpreted as a dynamic system related to situation, context and activity. According to this theory, learning context, social interaction and personal direct experience are also emphasized. A virtual reality learning system based on an MMORPG provides context, social interaction and a learning environment able to provide direct experiences. However, such a system has been difficult for teachers to develop. This study aims to develop a support system facilitating the construction of a Situated Learning System based on an MMORPG. This study proposes new research and practical applications of Situated Learning theory using educational games.

• The Journal of the Korea Contents Association
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• v.10 no.6
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• pp.188-196
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• 2010

This study aims at empiricallly designing method to increase player's play capability through determining of the relations of player's behavior pattern and emotion factors when having gameplay experiences in MMORPG. For modeling emotion factors on gameplay, Our preliminary studies are considered in the process of rule-based systems on cognitive science approach. These study estabilished game architecture process applied of player's cognitieve emotion reactions in specific situation of role playing games that have most noticeable interaction with players based on quest system. This approach is expected to extend instant responses, which can be controlled behind all of anti-main behavior pattern and main behavior pattern in game playing. Therefore, such study is meaningful that is proposed the analysis framework of player's emotion factors to design game playing capability in game interactions.

• The Journal of the Korea Contents Association
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• v.7 no.5
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• pp.55-62
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• 2007

The game industry of the Republic of Korea is being firmly located with great benefit and value. As internet developing quickly, the online game of the Republic of Korea boosted up to the level of the best in the world. Online Game has been developed with various types to make the user satisfy. Among those, MMORPG(Massively Multiplayer Online Role Playing Game) is the most popular game type. MMORPG games have getting more popularity in many foreign market but some have failed. Therefore this essay analyzes the MMORPG which has most popular through out the 4 kinds dividing in "Play and Human" by Roger Caillois. Moreover I try to analyze and experiment. Also through out the accomplishing Quest from the Goonzu which is developed and serviced in China, it experimented and it analyzed. With the help of information technology.

• The KIPS Transactions:PartD
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• v.11D no.4
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• pp.901-906
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• 2004

Client- server interaction in a massive multi-player online role-playing game(MMORPG) is usually made via network-message Passing. Since the game contents and elements in such MMORPGs are consistently evolved, messages need to be added, deleted, or modified accordingly. Therefore, game programmers are repeatedly required to write new programs or at least modify existing programs. The XML-based message definition system introduced in this paper facilitates the addition and modification of messages for game interaction ; it not only allows programmers to save a considerable amount of time for modifying existing messages or adding new messages but also relieves them of a serious burden of programming bugs. In addition, this system can be used for general client-server applications.