Beyond gaming

Emerald - Tập 32 Số 6 - Trang 1397-1422 - 2019
Robert E. Hooker1, Molly Wasko2, David Paradice3, Robin Teigland4, Charles F. Hofacker5
1Muma College of Business, University of South Florida, Sarasota, Florida, USA
2University of Alabama, Birmingham, Alabama USA;
3Department of Systems and Technology, Auburn University, Auburn, Alabama, USA
4Department of Marketing and Strategy, Stockholm School of Economics, Stockholm, Sweden
5College of Business, Florida State University, Tallahassee, Florida, USA,

Tóm tắt

PurposeThe purpose of this paper is to test flow as a construct distinctly separate from its antecedents, and the resulting impact on brand attitudes and purchase intent within realistic online shopping three-dimensional virtual environments (3-DVEs).Design/methodology/approachThis research utilizes a field study, combined with a survey research design of 348 3-DVE participants.FindingsThe findings reveal that flow is not a unidimensional construct but rather, a mental state that should be measured separately from its antecedents, with the possibility that certain antecedents may be more relevant than others in different activities. Furthermore, the authors received strong support for the overarching hypothesized model separating the nine dimensions associated with engagement in an activity as antecedents of flow, which, in turn, influences brand attitude and thereafter purchase intention.Research limitations/implicationsThis study was limited to one type of activity within one 3-DVE but is balanced by the difficulty in gaining access to organizations and computer-mediated environments of this type for examining such phenomena.Practical implicationsBusinesses using 3-DVEs to market brands should focus their efforts on creating highly enjoyable experiences that result in the feeling of a loss of sense of time for the participants in order to ultimately positively influence purchase intentions.Originality/valuePrior research focused on fantasy-based, game-oriented environments, while also neglecting to test all elements of flow, examining “similar to flow” constructs or measuring flow as a unidimensional construct.

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Emerald

Tập 32 Số 6

1397-1422

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