Title: THE INFLUENCE OF ROLE-PLAYING, PRESENCE, FLOW AND PERSUASION KNOWLEDGE ON CHILDREN'S ATTITUDE TOWARDS ADVERGAME AND BRANDS.
Author: SANTIRIANINGRUM SOEBANDHI
Item Type : Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
This study aims to analyze the effect of affection and cognition stimuli contained in advergame on the attitudes of children over advergame and brand. This research uses two main concepts as a basis for developing research models. The first concept is Excitation Transfer Theory to explain the aspects of affection formed based on the experience of roleplaying, present, and flow while playing the advergame towards the attitude of the children in the advergame and the advertised brand. The second concept is the Limited Capacity Model (LCM) of Mediated Message Processing to explain the aspects of cognition through the persuasion of knowledge towards the attitudes of children over advergame and brand. The sample of this study was children aged 10-12 years who live in Jakarta, Bekasi and Surabaya. The questionnaire uses the Smiley Face Icon to facilitate children in filling out the questionnaire. The data is then processed using the Partial Least Square-Structural Equation Modeling (PLS-SEM) method. The results of the analysis show that the experience of role-playing, presence, and flow affect attitudes over advergame. In contrast to the proposed hypothesis, these three experiences have no impact on the attitude of the brand. Whereas persuasion knowledge affects the attitude towards the brand but does not show an effect on the attitude of the advergame. The results of further analysis were found that there was an indirect relationship of role-player and flow to the attitude of the brand through the attitude of the advergame.
Keywords: advergame, attitude, children, flow, excitation transfer theory, limited capacity model (LCM) of mediated message processing, persuasion knowledge, presence, role-playing, smiley face icon
Sources: http://repository.unair.ac.id/87102/
