Online Game Advertising and Chinese College Students: Attitudes, First- and Third-Person Effects
The purpose of this study is to explore the relationships among Chinese college students’ attitudes toward online games and online game advertising, their perceived influence of online game advertising on themselves and others, and their attitude toward restrictions on online game advertising. The g...
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| Format: | Others |
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Scholar Commons
2015
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| Online Access: | http://scholarcommons.usf.edu/etd/6037 http://scholarcommons.usf.edu/cgi/viewcontent.cgi?article=7233&context=etd |
| Summary: | The purpose of this study is to explore the relationships among Chinese college students’ attitudes toward online games and online game advertising, their perceived influence of online game advertising on themselves and others, and their attitude toward restrictions on online game advertising. The growing popularity of online games and the frequent use of advertising in promoting online gaming activities make it necessary to examine empirically the relationships among these variables. Based on a survey among 518 Chinese college students, the study found support for the mediating role of the third-person effect. It also found evidence for the first-person effect through the mechanism of looking glass perception. |
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