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 research aims to analyze the influence of affective and cognitive stimuli contained in advergames on children's attitudes towards advergames and brands. This research uses two main concepts as the basis for developing a research model. The first concept is excitation transfer theory to explain aspects of affection that are formed based on roleplaying, presence and flow experiences while playing advergames on children's attitudes towards advergames and the advertised brand. The second concept is the limited capacity model (LCM) of mediated message processing to explain aspects of cognition through persuasion knowledge towards children's attitudes towards advergames and brands. The sample for this study was children aged 10-12 years who live in Jakarta, Bekasi and Surabaya. The questionnaire uses a smiley face icon to make it easier for children to fill out the questionnaire. The data was then processed using the Partial Least Square - Structural Equation Modeling (PLS-SEM) method. The results of the analysis show that role-playing experience, presence, and flow influence attitudes towards advergames. In contrast to the proposed hypothesis, these three experiences had no impact on brand attitudes. Meanwhile, persuasion knowledge has an influence on attitudes towards brands but does not show an influence on attitudes towards advergames. The results of further analysis found that there was an indirect relationship from role-playing and flow to attitudes towards brands through attitudes towards advergames.

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/