The role of customization, brand trust, and privacy concerns in advergaming

Figures & data

Figure 1. Proposed effects of game customization and brand trust on brand attitude and personal information disclosure and the role of privacy concerns.

Table 1. Regression results (b values).

	Brand attitude b	Information disclosure b	Hypothesis
Intercept	4.38	1.02
Cust	−.06	.01	H1ab rejected
BT	2.92***	.34	H2 rejected
PC	−.33***	−.43**
BT × Cust	−.20	.02
PC × Cust	−.40*	.19
PC × BT	.36 ^†	.72*
PC × BT × Cust	.42	−.36
R^.2	.64***	.08*

Note: BT = brand trust, cust = customization, PC = privacy concerns.

^† p < .10, *p < .05, **p < .01, ***p < .001.

Figure 2. Relationship between privacy concerns and brand attitude for participants in the high or low customization condition.

Figure 3. Relationship between privacy concerns and brand attitude for participants in the high or low brand trust condition.

Figure 4. Relationship between privacy concerns and personal information disclosure for participants in the high or low brand trust condition.