Extending Expectancy Violations Theory to Multiplayer Online Games: The Structure and Effects of Expectations on Attitude Toward the Advertising, Attitude Toward the Brand, and Purchase Intent

Abstract

This study identified the underlying structure and the dimensional properties of multiplayer online game (MOG) expectations by adopting expectancy violations theory (EVT) and examined its effects on attitudes and behavioral intention for in-game ads. We found a multi-dimensional structure for MOG expectations consisting of three factors. While each of the expectation factors significantly predicted attitudes toward the advertising, no specific factor predicted purchase intent or brand attitude. Attitudes toward the advertising partially mediated the effects of MOG expectations (centrality, socialness, and features) on brand attitudes and fully mediated the effect of socialness on purchase intent. Theoretical and managerial implications are discussed.

Keywords:

• Expectancy violations
• attitudes
• confirmatory factor analysis
• in-game advertising

Disclosure statement

No potential conflict of interests was reported by the authors.