The Effects of User’s Attitude on the Intention to Purchase and to Revisit in Game Advertising

Abstract

The aim of this study is to explore the effects of attitude on the user’s intention to purchase and to revisit the game. This experimental study recruited 224 subjects on a voluntary basis through random sampling using a survey method. A questionnaire was used as an instrument to gather the data for this study. Data were analyzed using multiple regression analysis. The results found that attitude significantly affected the purchase intention of games advertised and significantly influenced users’ intention to revisit the game.Keywords: Attitude; Game advertising; Purchase intention; Revisit the gameeISSN 2398-4295 © 2018. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/). Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. DOI: http://dx.doi.org/10.21834/ajbes.v3i13.153