作者
Amir Zaib Abbasi, Ali Hussain, Helmut Hlavacs, Muhammad Umair Shah, Ding Hooi Ting, Umair Rehman
发表日期
2020/7/10
研讨会论文
International Conference on Human-Computer Interaction
页码范围
251-259
简介
Pop-up ads in online gaming is an emerging phenomenon on the internet that provide massive opportunities for business enterprises. Despite its importance for any businesses, do gamers get inspired by pop-up ads? To answer the query, we develop the conceptual model predicting customer inspiration through perceived advertisement value of pop-up ads in the context of online games. Based on the conceptual model, we first aim to highlight the factors that can motivate gamers to interact with pop-up ads in online games and gain perceived advertisement value of pop-up ads. After that, we intend to understand the impact of perceived advertisement value of pop-up ads on customer inspiration. Our study makes several notable contributions to the literature. First, we apply and extend Ducoffe model of advertisement value in pop-up ads, especially in online games. Second, we add audio and visual …
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AZ Abbasi, A Hussain, H Hlavacs, MU Shah, DH Ting… - HCI in Games: Second International Conference, HCI …, 2020