How Purchasing Intension is Determined by Smartphone's Advertisements | Report

I have sent my research paper to this journal "International Journal of Internet Marketing and Advertising" and the editor sent me the reviewers points as follow: Reviewer A Comments: ================== Suggestions which would improve the quality of the paper but are not essential for publication: The article reviewed is focused on the impact of smartphone’s advergames characteristics on purchasing intentions. The topic is original and very related to consumer behaviour and the purchase process. The abstract is academic, well organised and clear about the intentions, methodology undertaken and general conclusions. The structure is clear and the work is very well written, introducing the reader to different concepts developed during the research and discovering new perspectives and theories from different authors. 

Reviewer A
There are some minor mistakes such as some final full stop (.)
without a space behind, or some authors cited (such as “cho et al,
instead of Cho et al.). Re-read the article once again to minimise
these minor mistakes.
Done
Reviewer b
Title is long, I would suggest to shorten it. Please this is only a
suggest and feel free to keep it as it is now
Done
There is a contradiction when you say that mobile game
advertising is considered a new phenomenon (p.2) and then you
indicate what was launched in 2006 (14 years ago).
Done
The study is too much dependent on Jordan. Limited attempt to
generalise findings to other contexts.
Done
You refer to purchase intention as a “tool” (p.2) Done
Author/s are not citing any paper from IJIMA. I would expect at
least 4-5 references from IJIMA, this would be a good signal that
the paper is building on previous contributions to IJIMA.
Done
The manuscript needs professional proofreading. Just to cite a
few: “literatures review” (abstract); make purchase decision/s
(page 3, paragraph 1); and Control/control (page 3 last
paragraph); informativness/informativeness (subsection in p.5);
Accuracy in capital (p.5)
Done
Hypothesis has been formulated related to the null hypothesis
while the literature allows an enunciation clarifyinn the direction
of the relationships.
Done
To use the regression it is not necessary that the data be normal,
but the hypothesis underlying the regression is that the residuals
(errors) have to follow a normal distribution.
Done
More than the coefficients of asymmetry and kurtosis (Table 8),
it would be useful to know the levels of significance or the
critical statistics to pronounce on such normality.
Done
The mediating effect of the implication should not be proven in
the way the authors propose it. For this they can consult the work
of Baron & Kenny (1986) or Hayes (2017).
Done
H02 needes better support. Done
Too much dependence on Zabadi at al (2012). Done
The concept of involvement has been discussed very confusingly
and needs further development and critical appraisal.
Done
Population “all who has smartphone and play online games in
Jordan” is broad. This needs concretion, quantification or at least
an estimate based on sources.
Done
Too much energy to present different tables with descriptive
statistics but little effort to extract conclusions from them.
Done
Limitations need to be addressed in depth. Done
The references list does not follow the same structure (use of
italics for the Journals, capital letters in Journals etc). the paper
Done
1

Pers******… is not following alphabetical order.
2

How purchasing intension is determined by of Smartphone's
Advergames
Abstract
Since marketers always try to reach their audience through entrepreneurial, innovative, low-
cost and effective tools, this research might be the cornerstone to achieve that. However, the
aim of this research was to investigate the impact of Smartphone’s advergames characteristics
on purchasing intentions. Four dimensions were considered (Irritation, Entertainment,
Credibility and Informativness). To achieve this aim, the researchers developed a model based
on literatures review and previous studies; a self-administrated questionnaire was designed and
distributed over convenience sample. The researchers used quantitative method and analytical
descriptive approach, the study sample consisted of 600 consumers, 519 questionnaires were
returned with 86.5% as response rate. Various statistical methods were used to analyze the data
and to test the hypotheses. The study concluded that there is a statistical impact of
Smartphone’s advergames characteristics on purchasing intentions. The study concluded that
there is a statically significant impact of game involvement as mediating role. Moreover,
recommendations and future research have been discussed.
Keywords: Advergames Characteristics’, Smartphones’, Purchasing Intentions, Game
Involvement, Jordan.
1. Introduction
In these days, the instable and changeable conditions of business environment forced
organizations intensely to be entrepreneurial and agile, especially with the emergence of the
internet and its advanced tools (Bataineh et al., 2015). The digitalization of media has resulted
in innovative outcomes of media including mobile phones, which basically offers a wide scope
to reach consumers easily and interact with them. Mobile phones such as smartphones can be
effectively used as an advertising channel. Marketers recognize the unique features related to
this Smartphone’s and use them to interact with prospective consumers (Hudders et al. 2016).
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The spread of innovative mobile devices, such as smart phones, tablets and PDAs, were
capable to provide multisided and highly targeted interactive advertising messages, even inside
games. Furthermore, the fast growing mobile gaming has increased the demand of mobile
games as a marketing medium (Newzoo, 2012). Therefore, there is increased desire from both
researchers and practitioners to get informed about the new development, it is perceived that
engaging nature of games and extended exposures to advertisements are the most relevant part
of making profits on games as compared to traditional media. Earlier, game inventors paid a
license fee to use similarities of real products in their games to improve realism, but today
firms are ready to pay in order to get their products and brands engaged in the game to
enhanced reach the rising amount of game players (Kureshi and Sood, 2009).
Mobile game advertising is still considered as an old phenomenon; the active game advertising
service for mobile phones was launched in 2006, before brands were simply able to advertise in
fixed, inflexible advertisements (Persaud and Azhar, 2012). However, The various tools of
information technology reshaped the relationships between customers and organizations, and
helped them to take greater benefits of their current relationships (Bataineh et al., 2015). Since
mobile game advertising in its first steps; it is defensible to start examination on mobile
players, as the diffusion of innovative mobile technology is highly and quickly increasing in
Jordan. Mobile gaming in Jordan market consumes $4 dollars of $10 paid out by gamers in
2017, that figure will go up to $6 out of every $10 by 2020, according to a recent forecast by
ipsos.com.
Based on the researcher’s best knowledge, the research on Smartphone’s advergames in the
Arab nations has a week attention from scholar’s and practitioner’s, which made it possible for
the researcher to setup the cornerstone of this growing area in order to help entrepreneurial
marketers who depends heavily on Smartphone’s as strategic tool to reach their target markets,
as well as; to build a comprehensive model that describes consumers attitudes towards
Smartphone’s advergames and to demonstrate the probable role of consumer involvement as a
key driver in consumers buying decision process (Kim and Lee 2018).
2. Research Background
2.1 Purchase Intentions
Marketers consider purchase intentions as a one of the major ways that can be used to predict
the sales of existing goods and services (Kotler and Armstrong, 2016). The Six stages
consumers go through before they decide to buy a product, which are: awareness, knowledge,
interest, preference, persuasion and purchase (Kawa et al., 2013). The Possibility of consumer
buying a product can be measured by consumer purchasing intentions, and the greater the
purchase intentions is, the higher a consumer’s willingness is to purchase a product (Schiffman
& Kanuk, 2012). Consumers will follow their experiences, preferences and external
environment in order to gather information, assess alternatives, and make purchase decision
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(Yang, 2009). Moreover, consumers’ purchase intentions will be greater with higher preference
image and familiarity for product (Wang, 2006). In general, consumers evaluate the benefits
they receive for what they had sacrificed in a purpose of getting their perceived satisfaction
(Monika et al., 2012). Previous research studies on the topic of purchasing decision among
consumer considered that intentions are a vital variable for predicting consumers’ actual
purchasing. In advertising aspects, purchase intentions data is used for evaluation and pre-
testing of the marketing and promotional plans for both the newly developed product and the
existing ones (Wang, 2006). According to Kotler and Armstrong (2016) purchase intentions is
viewed as an indicator of consumer purchase behavior and the information are used as a good
measure in determining specific behavioral aspects.
2.2 Advergames
Advergaming can be defined as the use technology of gaming interactive to carry marketing
messages to the individuals (Dobrow, 2004). Advergames are generally free of charge, can be
downloaded or played on the brand’s website, easy and entertaining to play, and offer instant
rewards; they are mostly casual games (Redondo, 2012). Advergames are generally designed
for short playing times as well as for longer play times in order to be simply played during
short breaks in the day, such as waiting times, on tablets, or Smartphone’s (Terlutter & Capella,
2013).
The facilities presented by the Internet platform have improved the level of interactivity of the
game, and added a viral marketing probability (Călin, 2010). Nowadays, many advergames
have greater budgets than casual games, and are reaching a level of difficulty equivalent to or
greater than other parts of the game industry. These games may include video, prerendered 3D
graphics, or even Xbox 360 console games (Antonsson, & Games, 2009). Over the last decade,
internet development and mobile advergaming are becoming more observable and considerable
in the advertisement. Evidence does show strong brand recognition is typically increased from
playing advergames; the real benefits of advergames are the interactivity and the repetitive
entertainment significance (Cauberghe & Pelsmacker, 2010).
2.2.1 Advergames characteristics
2.2.1.1 Irritation
In general, advertisement is known as irritation when it causes consumers annoyance,
disappointment and dissatisfaction. Irritation refers to consumers’ negative attitudes that are
formed toward mobile advertising (Altuna et al., 2009). Further, according to psychological
reactance, a theory of freedom and control, individuals have a tendency to respond negatively
when they realize that their freedom is threatened or lost (Wong, 2008). Therefore, Ercis (2011)
considers irritation one of the most vital causes that create consumers censure advertisements.
Consumers and recipients in specific can be confused by information load that mobile
advertising offers and which can be considered invasion of their privacy (Stewart & Pavlou,
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2002). One of the reasons that make consumers recognize advertisements offensively and
uncomfortably is using unpleasant, aggressive, disrespectful and dishonest advertising
techniques (Tsang, 2004). In this study, irritation refers to consumers’ attitudes which including
only negative aspects toward mobile advertising, this variable can be measured through:
Annoy, offend, insult and overly manipulative. So it can be hypothesized:
H1: There is no impact of irritation on consumers’ purchasing intentions at the significant
level ( ≤0.05).
2.2.1.2 Entertainment
Entertainment contains the capability to fulfill audience’s needs over aesthetic or emotional
enjoyment, entertainment is shown as an activity or action which is meant to attract, satisfy and
entertain users. In mobile advertising, there is a positive interaction between entertainment and
consumers attitude and therefore considered as the vital factor that assists in identifying
consumers’ attitude in aspects of mobile advertising (Zabadi et al., 2012). However,
contradicting the finding that stated that entertainment did not influence attitudes of consumers
towards products was done by Christensen (2013). In this study, entertainment refers to the
ability to fulfill an audience’s needs for escapism, diversion, aesthetic enjoyment, or emotional
enjoyment, this variable can be measured through, pleasure, feeling of enjoyment and fun. So it
can be hypothesized:
H2: The degree of entertainment doesn’t influence the purchasing intension of customers. (
≤0.05).
2.2.1.3 Credibility
Organization credibility can be defined as “the degree to which consumers trust that a company
can design and provide products and services that can satisfy customer needs and wants” and
which have direct positive effects on attitude against the ad, the brand, and purchase intentions
(Lee et al., 2009). As well, when making a decision consumers will assess if the service or
product is truthful or not by accepting credibility first before using information built on their
experience they had with the advertising channel in the past (Christensen, 2013). In other
words, the greater credibility consumers perceive, the greater advertising value increases (Islam
et al., 2013). It is also stated that credibility has significant part in mobile advertising.
According to Haghirian et al. (2005), there is a positive association between credibility and
consumers’ perceived value of advertising. A positive relationship between consumers’
perception of credibility of advertisement and consumers’ attitudes to advertisement has been
proved in the research of Zabadi et al. (2012). In this study, credibility refers to the extent of
consumers’ belief and trust in what retailers advertise for their brands, this variable can be
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measured through Company's credibility, the bearer of the message and advertising medium. So
it can be hypothesized:
H3: There is no impact of credibility on consumers’ purchasing intentions at the significant
level ( ≤0.05).
2.2.1.4 Informativness
An important role of advertising is to create awareness of products and to make consumer
aware of how different competitors are (Soberman, 2004).One of advertising objectives is to
update consumers about new products or new features of already existing products, or to let
consumers aware of modifications in products’ price (Kotler and Armstrong, 2016). The
informativeness known as ability of advertisements in which companies can convey updated,
timely and simply available information to consumers (Altuna et al., 2009).
Furthermore, quality of information in a company’s advertisement influences directly on
consumers’ perceptions of the company and its products and services (Usta, 2009). In
advertisement informativeness has an important role; it benefits not only diffuse valuable and
practical information but also deliver valuable offers (Daugherty et al., 2008). According to
Wong et al. (2008) informativeness was recognized as a basic component for advertisement.
De Jans et al. (2019) said that informativeness of advertising information is similarly associated
with advertising significance when the message is sent through traditional media vehicles
(Zabadi et al., 2012). Tsang et al. (2004) showed that perceived informativeness does have an
influence on consumers’ attitudes toward advertising. Perceived informativeness is positively
affect consumers’ attitudes toward advertising (Blanco et al., 2010). In this study,
informativeness refers to the ability of advertising to inform consumers of product alternatives
so that purchases yielding the greatest possible satisfaction can be made, this variable can be
measured through accuracy, timeliness, and usefulness for the consumer. So it can be
hypothesized:
H4: There is no impact of informativeness on consumers’ purchasing intentions at the
significant level ( ≤0.05).
2.3 The mediating role of game involvement in advergames
According to Abdulvand and Nikfa (2011) there is no accurate definition of involvement in
marketing, there is an agreement that involvement is referred as the state of mind, which
motivates the customers to figure out product or service offering in accordance with their
pattern and behavior of consumption (Călin, 2010). Involvement is used to determine the level
of importance based on needs, values and interests of the consumers towards a certain item
(Zaichkowsky, 1985). It is defined as a continuum of unobservable condition of enthusiasm or
interest towards a specific situation or motivation (Rothschild, 1984). However, involvement
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has two different but very much connected dimensions: importance and interest (McQuarrie &
Munson, 1992). Importance can be recognized by meaning and relevance of the stimulus (e.g.,
it matters to me), while interest is about the emotional and value-related valences, such as “it
was exciting”.
Game category involvement in advergames has been recognized by many scholars to have a
substantial influence on consumers’ advertising evaluation and purchasing intentions (Rai,
2013). Previous studies about consumers’ attitudes towards product and game involvement
exposed that many participants trust and have a positive attitude towards this practice and in
general do not considers that the commercial interrupts with their knowledge of the game
( Nelson, 2002). In this study, involvement refers to the inner state used to reveal an on-going
concern by the customer towards a product derived from the perceived interest and significance
of the purchase process, this variable can be measured through: Time, preferences and
alternatives (Nam et al. 2019). So it can be hypothesized:
H5: There is no mediating role of game involvement between advergames and consumers’
purchasing intentions at the significant level ( ≤0.05).
2.4 Research limitation:
This research is based on the analysis of the role, played by mobile phone advergaming in
influencing purchasing decision of the customer. In order to gather data, in-depth literature
review has been conducted by the researcher. However, while carrying out the research, the
researcher has faced certain limitations. It had been observed that various research has been
conducted in order to show the main concept and characteristics of advergamimg and the role
of game involvement within it. However, no research has been conducted to show how
advergaming influenecs purchasing intension. This is the main limitation of the research.
3. Research Model
To facilitate testing the relationships between the research variables, the researchers
developed this model based on the previous studies shown below.
Figure (1): Proposed Research Model
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Irritation
Informativeness
Entertainment
Credibility
Game
Involvement
Purchasing
Intentions

Developed by the researcher based on previous studies (Ducoffe, 1996; Bracket
& Carr, 2001; Hashim.N and Zolkepli. A, 2014; James et al., 2016)
4. Research Methodology
4.1 Population and study sample
The study population consisted of the young generation who are extremely inclined towards
accessing smart phones and play online games on Smartphone in Jordan. Accordingly, each
respondent should meet the following sample selection criteria (1) Having Smartphone and
(2) Play online games on Smartphone.
According to Sekaran and Bougie (2013) for infinite population the sample size will depend
on the desired confidence interval. If the study is prepared to accept an error level of 5%, then
the study requires a sample size of 400 observations. Accordingly, a convenience sample was
adopted in this study through distributing (600) questionnaires. (519) questionnaires were
received with (86.5% response rate). After reviewing and assessing the received
questionnaires, (7) questionnaires out of (519) which represent (1.35%) were excluded due to
incomplete data essential for the study analyses. Therefore, the sample selection criteria were
applied to (512) questionnaires as follows:
1. Do you have Smartphone?
Table (1)
Frequency distribution of the study sample based on do you have Smartphone item
Category Frequency Percentage
Yes 493 96.3%
No 19 3.7%
Total 512 100%
Table (1) showed that (493) respondents out of (512) which represent (96.3%) of the initial
sample (have Smartphone’s). However, (19) respondents out of (512) which represent (3.7%)
of the initial sample (haven’t Smartphone). Accordingly, (19) questionnaires were excluded,
and the sample become (493) after applying the first criterion.
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2. Do you play online games on your Smartphone?
Table (2)
Frequency distribution of the study sample based on do you play online games on your
Smartphone item
Category Frequency Percentage
Yes 406 82.4%
No 87 17.6%
Total 493 100%
Table (2) pointed out that (406) respondents out of (493) which represent (82.4%) (play
online games on their Smartphone’s). However, (87) out of (493) respondents which
represent (17.6%) do not play online games on their Smartphone’s. Accordingly, (87)
questionnaires were excluded, and the sample become (406) after applying the second
criterion.
4.2 Research Instrument
A self-administered questionnaire was developed relying on previous studies where five point
Likert scale was used to measure the respondents' answers. Particularly, 1 is assigned to
strongly disagree; 2 is assigned disagree; 3 is assigned neutral; 4 is assigned agree and 5 is
assigned strongly agree. The research instrument consists of three parts. Particularly, the first
part is a cover letter that indicates the aims of the study with ensuring the confidentiality of
information and the privacy for respondents, by indicating that the information will be used
only for the academic research purposes.
The second part deals with the questions related to sample selection criteria and the
demographic information of study sample which consisted of (4) questions related to
(respondents' playing hours of online games on their Smartphone, age, educational level, and
income).
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The third part consists of questionnaire's questions regarding study variables where the first
section deals with the irritation factor using (4) questions followed by entertainment factor
with (4) questions; credibility factor with (3) questions; informativeness with (5) questions;
game involvement which is employed as mediating variable with (10) questions; and
consumers' purchasing intentions which is considered the dependent variable of the study with
(5) questions.
4.3 Instrument Validity
The validity of research instrument of the study was verified through two ways:
4.3.1 Pilot Study
The research instrument was initially distributed to 50 respondents; (27) questionnaires were
received with (54% response rate). The respondents were asked to express their opinions
whether the statements of the questionnaire were understandable, obvious, the language is
simple and clear. Therefore, the necessary modifications were made to the questionnaire.
4.3.2 Face Validity
The research instrument of the study was assessed by panel of experts with a total of 6 experts
from reputable electronic and digital marketing companies in Jordan. The opinions and
feedback of the experts were considered, and the required modifications were made.
4.3.3 Reliability Analysis
In order to ensure that the questionnaire of the study measured what's supposed to be
measured and the internal consistency of the instrument of the study, the Cronbach’s Alpha
approach was employed. Table (3-6) documents the outcomes of reliability analysis using the
Cronbach’s Alpha approach.
Table (3)
Reliability Analysis - Cronbach Alpha Approach
Variable Dimension No. of
items
Cronbach alpha
coefficients
Independent
Irritation 4 0.897
Entertainment 4 0.877
Credibility 3 0.711
Informativeness 5 0.683
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Total Advergames characteristics 16 0.908
Mediating Game involvement 10 0.931
Dependent Purchase intentions 5 0.888
The results pointed out that the Cronbach alpha coefficients range from (0.683) which
referred to infomativeness items to (0.931) which referred to game involvement items.
According to Sekaran and Bougie (2013) all Cronbach’s Alpha coefficient values above 0.6
are considered to be acceptable.
2. Research Results
a. Descriptive Statistics of the study sample
This section presents the descriptive statistics of the study sample (i.e. 406 respondents) using
the frequency and percentage for the all demographics dimensions of the study which
consisted of 4 dimensions namely: respondents' playing hours a day, age, education and
income regarding 406 respondents (i.e. study sample).
Table (4)
Distribution of sample based on their playing hours a day
Demographic
Variable
Category Frequency Percent
Playing hours
a day
Less than 1 hour 11 2.7%
From1 -2 hours 42 10.3%
From 3 - 4 hours 234 57.6%
More than four
hours
119 29.3%
Total 406 100%
Table (4) depicts the distribution of the respondents based on their playing hours of online
games a day. As can be observed from the table, 234 respondents out of 406 which represent
(57.6%) of the study sample spending (3-4 hours) a day in playing online games. As well as,
119 respondents out of 406 which represent (29.3%) of the study sample spending (more than
four hours) a day in playing online games. However, 11 respondents out of 406 which
represent (2.7%) playing (less than 1 hour) a day in playing online games. An indication that
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the majority of the study sample (i.e. 86.9%) plays online games from 3 hours and above,
which implies that the study sample is considered relatively representative of those who enjoy
playing online games.
Table (5)
Distribution of respondents Age
Demographic
Variable
Category Frequency Percent
Age
less than 18 years 2 .493%
18- less than 28
years
293 72.2%
28 - less than 38
years
95 23.4%
38 - less than 48
years
14 3.4%
More than48 years 2 .493%
Total 406 100%
Table (5) documented the distribution of the respondents based on age. As revealed in the
table, 293 respondents out of 406 which represent (72.2%) of the study sample their ages
were varied between (18-less than 28 years), since young individuals would be more
interested in spending their time playing advergames with less responsibilities they have at
that age which allowed them more time to play . Furthermore, 95 respondents out of 406
which represent (23.4%) of the study sample their ages were ranged between (28-less than 38
years). However, the ages of 2 respondents were (less than 18 years). An indication the
majority of respondents ages (i.e. 95.6%) were scattered between (18- less than 38 years)
Table (6)
Distribution of respondents' educational level
Demographic
Variable
Category Frequency Percent
High school or
less
2 .493%
Bachelor degree 296 72.9%
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Education Master's degree 107 26.36%
Doctor of
philosophy
1 .246%
Total 406 100%
Table (6) pointed out that the distribution of the respondents based on their educational level.
As observed in the table, 296 respondents out of 406 which represent (72.9%) of the study
sample their educational level was Bachelor degree, this can be explained with more free time
this level has. Moreover, the educational level of 107 respondents out of 406 which represent
(26.36%) of the study sample was Master's degree. However, 2 respondents out of 406 which
represent (.493%) (i.e. less than 1% of the study sample) their educational level was high
school or less. Whereas, the educational level of 1 respondent was (doctor of philosophy),
with more maturity level increases the interest of such games will be less.
Table (7)
Distribution of respondents' income, JDs.
Demographic
Variable
Category Frequency Percent
Income
Less than 500 114 28.1%
500- less than
1000
260 64%
1000- less than
1500
30 7.4%
More than 1500 2 .493
Total 406 100%
Table (7) shows the distribution of the respondents based on their income. As depicted in the
table, the income of 260 respondents out of 406 which represent (64%) of the study sample
was varied between (500-less than 1000 JD) which express the normal range of salaries in
Jordan. Moreover, 114 respondents out of 406 which represent (28.1%) of the study sample
their income was (less than 500 JD). Whereas, 2 respondents which represents (0.493%) (i.e.
less than 1%) their income was (more than 1500 JD).
5.2 Normality test
An assessment of the normality of data is a prerequisite for many statistical tests because
normal data is an underlying assumption in parametric testing particularly, regression
assumes that variables have normal distributions. Non-normally distributed variables (highly
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skewed or kurtosis variables, or variables with substantial outliers) can distort relationships
and significance tests (Osborne and Waters, 2002). Table (8) presents the skenwess and kurtosis
values of each of the study variables.
Table (8)
skenwess and kurtosis values of each of the study variables
Variable Skewness Kurtosis
Irritation .443 .156
Entertainment -.180 .003
Credibility -.343 -.655
Informativeness .471 .749
Game involvement -.423 -.661
Purchase intentions -.254 -.304
It can be observed from table (8) that the skenwess values for the study variables ranges from
(-0.423) to (.471) and kurtosis values for all variables were varied between (-0.661) to (.749)
which suggest that the data is approximately normally distributed, linear regression is
considered appropriate.
5.3 Multicollineraity test
Table (9) presents the tolerance test and variance inflation factor (VIF) where
multicollinearity problem exist when VIF is more than 10 and tolerance level is lower than
0.05 (Gujarati, 2009).However, the table showed that VIF is less than 10 and tolerance level
is greater than 0.05 which means that multicollinearity was not a problem in interpreting the
results of the regression analysis.
Table (9)
Collinerarity Statistics results
Variable
Collinearity Statistics
Tolerance VIF
Irritation .909 1.100
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Entertainment .849 1.178
Credibility .855 1.170
Informativeness .859 1.164
5.4 Durbin Watson statistic
Table (10) shows the Durbin Watson Statistics which is a test statistic used to detect the
presence of autocorrelation (a relationship between values separated from each other by a
given time lag) in the residuals (prediction errors) from a regression analysis. (Gertzou, et al.,
2017).
Table (10)
Durbin Watson Statistic results
Variable Durbin Watson
Irritation 2.056
Entertainment 2.087
Credibility 2.015
Informativeness 2.111
Advergames 2.163
Table (10) revealed that the values of Durbin Watson on each of the study variables.
According to (Gujarati, 2009), autocorrelation means that the errors of adjacent observations
are correlated. If the errors are correlated, then least-squares regression can underestimate the
standard error of the coefficients. Underestimated standard errors can make your predictors
seem to be significant when they are not. No autocorrelation exists if the Durbin-Watson
statistic falls between (1.5 and 2.5).
Table (10) documented that the Durbin-Watson values range between (2.056-2.163) which
suggest that there is no presence of autocorrelation in the residuals (prediction errors) from
a regression analysis.
5.5 Hypotheses testing
In order to achieve the research objectives, simple linear regression and hierarchical linear
regression were run, where each of these analyses and the interpretations of these analyses are
presented in the following:
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Table (11) presents the results of testing the first sub-hypothesis which states H01: There is
no impact of irritation on consumers’ purchasing intentionss at the significant level (
≤0.05).” using simple linear regression.
Table (11)
Simple linear regression for testing the first hypothesis
Variable Beta Coefficient T value Sig.
Irritation -.247 -5.117 .000
F value= 26.188 R = .247
Sig.= 0.000 R2 = .061
The outcomes of simple linear regression for testing the impact of irritation on consumers'
purchasing intentions documented that this model is significant with F-statistic value of
(26.188) and p=0.000, suggesting that the model is statistically valid. The results revealed that
the value of R2, which expresses the explanatory power (i.e. prediction strength) of the
dependent variable using the independent variable, was 0.061 which implies that showed that
6.1% of consumers’ purchasing intentions are explained by irritation factor.
As shown in table (11), the consumers’ purchasing intentions are affected negatively by
irritation at 0.05 level of significance, where the beta coefficient was (-0.247) the t-value (-
5.117) with p value (0.000). Therefore, the first null sub-hypothesis is rejected and the
alternative one is accepted which states “There is impact of irritation on consumers’
purchasing intentions at the significant level ( ≤0.05)”.
Table (12) provides the outcomes of the second sub-hypothesis which states H02: There is no
impact of entertainment on consumers’ purchasing intentions at the significant level (
≤0.05).” using simple linear regression.
Table (12)
Simple linear regression for testing the second sub-hypothesis
Variable Beta Coefficient T value Sig.
Entertainment .391 8.549 .000
F value= 73.088 R = .391
Sig.= 0.000 R2 = .153
The outcomes of simple linear regression for testing the impact of entertainment on
consumers’ purchasing intentions documented that this model is significant with F-statistic
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value of (73.088) and p=0.000, suggesting that the model is statistically valid. The results
revealed that the value of R2, which expresses the explanatory power (i.e. prediction strength)
of the dependent variable using the independent variable, was 0.153 which implies that
showed that 15.3% of consumers’ purchasing intentions are explained by entertainment factor
suggesting a strong and high explanatory power. The results revealed that entertainment
positively influences the consumers’ purchasing intentions at 0.05 level of significance,
where the values of beta coefficient (0.391), the t-value (8.549) and the p value (0.000)
statistically approved such influence. Accordingly, the second null sub-hypothesis is rejected
and the alternative one is accepted which states “There is impact of entertainment on
consumers’ purchasing intentions at the significant level ( ≤0.05)”.
Table (13) illustrates the findings of testing the third sub-hypothesis which states H03: There
is no impact of credibility on consumers’ purchasing intentions at the significant level (
≤0.05).”
Table (13)
Simple linear regression for testing the third sub-hypothesis
Variable Beta Coefficient T value Sig.
Credibility .341 7.280 .000
F value= 53.003 R = .341
Sig.= 0.000 R2 = .116
The outcomes of simple linear regression for testing the impact of credibility on consumers’
purchasing intentions documented that this model is significant with F-statistic value of
(53.003) and p=0.000, suggesting that the model is statistically valid. The results revealed that
the value of R2, which expresses the explanatory power (i.e. prediction strength) of the
dependent variable using the independent variable, was 0.116 which implies that showed that
11.6% of consumers’ purchasing intentions are explained by credibility factor suggesting a
strong and high explanatory power. It can be noticed from table (13) that the consumers’
purchasing intentions are affected positively by credibility at 0.05 level of significance with
beta coefficient (0.341), t-value (7.280) and p value (0.000). Therefore, the third null sub-
hypothesis is rejected and the alternative one is accepted which states “There is impact of
credibility on consumers’ purchasing intentions at the significant level ( ≤0.05)”.
Table (14) presents the results of testing the fourth sub-hypothesis which states that H04:
There is no impact of informativeness on consumers’ purchasing intentions at the
significant level ( ≤0.05).
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Table (14)
Simple linear regression for testing the fourth sub-hypothesis
Variable Beta Coefficient T value Sig.
Informativeness .285 5.974 .000
F value= 35.683 R = .285
Sig.= 0.000 R2 = .081
The findings of simple linear regression for testing the impact of informativeness on
consumers’ purchasing intentions showed that this model is significant with F-statistic value
of (35.683) and p=0.000, suggesting that the model is statistically valid.
The results revealed that the value of R2, which expresses the explanatory power (i.e.
prediction strength) of the dependent variable using the independent variable, was 0.081
which implies that showed that 8.1% of consumers’ purchasing intentions are explained by
informativeness factor. It can be observed from table (14) that informativness positively
influences the consumers’ purchasing intentions at 0.05 level of significance with 0.285 beta
coefficient, 5.974 t-value and 0.000 p value. Based on the results; the fourth null sub-
hypothesis is rejected and the alternative one is accepted which states “There is impact of
informativeness on consumers’ purchasing intentions at the significant level ( ≤0.05).
In order to test the second main hypothesis, the hierarchical linear regression was run.
Particularly, table (15) provides the results of testing the second main hypothesis of the study
which states H05: There is no mediating role of game involvement between advergames and
consumers’ purchasing intentions at the significant level ( ≤0.05).
Table (15)
Hierarchical Linear Regression for testing the second main hypothesis
Effect Direction R R2 F Sig(f
)
Beta
coefficien
ts
T Sig(t
)
Smartphone’s
advergames
characteristics on
consumer
.334 .11
1
50.64
6
.000 .334 7.11
7
.000
19

purchasing
intentions
Mediation of Game
involvement .493 .24
3
64.74
5 .000 .382 8.37
7 .000
The results of hierarchical linear regression documented that the impact of Smartphone’s
advergames characteristics on consumers’ purchasing intentions without including the
mediation of game involvement was statistically significant at 0.05 level of significance with
beta coefficient (.334), t-value (7.117) and p value (0.000). Furthermore, the model is
significant with F-statistic value of (50.646) and p=0.000, suggesting that the model is
statistically valid, whereas the explanatory power is (11.1%).
As can observed in table (15), the game involvement mediate the relationship between
advergame characteristics and consumers’ purchasing intentions where the R2increased from
(11.1%) to (24.3%) which considered a high changing in the explanatory power. Accordingly,
the main second null hypothesis is rejected and the alternative one is accepted which states
“There is mediating role of game involvement between advergames and consumers’
purchasing intentions at the significant level ( ≤0.05).
6. Discussion and Conclusion
The key findings of this research:
There is statistically direct impact for |Smartphone’s advergames Irritation on consumers’
purchase intensions. However, the impact is low to moderate since the value of (R = 0.247).
There is statistically direct impact for Smartphone’s advergames Entertainment on
consumers’ purchase intensions. However, the impact is low to moderate since the value of
(R = 0.391).
There is statistically direct impact for Smartphone’s advergames Credibility on consumers’
purchase intensions. However, the impact is low to moderate since the value of (R = 0.341).
There is statistically direct impact for Smartphone’s advergames Informativness on
consumers’ purchase intensions. However, the impact is low to moderate since the value of
(R = 0.285).
There is statistically mediation role of game involvement on purchasing intensions, the value
of (R = 0.493).
Based on that, the impact of Irritation on consumers’ purchase intentions was consistent with
Cho et al (2016), which suggested that advertising messages must be distributed only to
consumers who are interested in getting advertising information from enterprise and avoid
consumers who think advertising messages as being annoying and irritating. For the
entertainment impact on consumers purchase intentions, the findings support the fact that
advergames should be more exciting, this result in line with (Xu, 2007; Zabadi et al., 2012)
who confirmed that mobile advertising must be funny, and to include attractive pictures,
videos or sounds. In terms of credibility, the findings revealed that when consumers trust the
20

advertising messages they tend to have positive image regarding the brand, this result in line
with (Brackett and Carr, 2001; Wang, 2006). For informativeness the findings revealed that
not only in mobile advertising, but also in traditional media, informativeness influences
attitude toward the advertising. This result was consistent with (Aitken et al., 2008) which
stated when consumers perceive advertisement as helpful and contains valuable information
they will respond positively to it.
The sixth findings that there is statistically mediation role of game involvement on purchasing
intentions. Finally, for the mediating role of game involvement it was significant and in line
with many studies (kim, 2003; Cabanero, 2006) who stated that involvement is a vital
variable in the studies of marketing, social psychology and consumer’s behavior and has a
noticeable effect on purchasing intentions.
7. Recommendations and Future Research
Nowadays Smartphone Advergaming is considered one of the best personal communication
channels that involve both the sender and the receiver for conveying information to one
another. Besides Smartphone advergaming has the best reach out frequency and influences
different exposure to the targeted consumers. However, the advertising content, structure and
format in Advergames should be attractive, accurate and acceptable by the target consumers.
Clarified advertisements and communication may increase the efficiency of gaining important
information which generally leads to high sales volume and better consumer loyalty.
The results of this research immensely contribute to the theoretical and marketing
understanding of consumer attitude towards Smartphone advergaming in Jordan. At a
theoretical level, this research study has contributed greater knowledge and understanding of
the various variables that appears responsible for structuring consumers’ attitude towards
Smartphone advergaming on purchasing intentions and the mediating role of game
involvement. In this perspective, the model means that when a customer forms a certain
attitude towards Smartphone's advergaming, that consumer may later retrieve the constructs
directly related to the same scenario. It is important to know which factors contribute to a
negative attitude towards Smartphone's advergaming and how such attitudes can be changed
in order to attain the set objectives and goals of the organization. As from the practical point
of view, the finding this paper has considerably clarified the confusing roles of
informativeness, entertainment, credibility and irritation in the aspect of Smartphone
advergaming. Practitioners can use these findings in designing promotional and marketing
programs with Smartphone’s that create positive attitudes in the expense of negative effects.
Finally, many companies in Jordan can use Smartphone mobile advertising to relatively
increase sales and create product brand image among the consumers. Smartphone
advergaming provides numerous opportunities and challenges for advertisers in the current
dynamic business environment. This study addresses a new topic, which has not been
21

employed much in Jordan but may set a framework and become a central theme of research
interest in both practical and academic approaches. However, the researchers suggest the
following future studies: (1) this study has attempted to outline major variables that influence
attitude towards Smartphone advergaming in Jordan. The data was collected among
Smartphone holders within Jordan locality, (2) the data collected was based on convenience
sample in Jordan, which may have resulted in sample biases. Finally, make a comparative
study of this model with other regions which might lead to build a new model for advergames
characteristics and its relationship with consumer behavior in general.
Appendix (1)
Research Questionnaire
Do you have Smartphone?
Yes No
Do you play online games on your Smartphone?
Yes No
If Yes please proceed with the following questions, and if no then no need to continue.
1) How many hours do you play on your Smartphone a day?
Less than 1 hour from 1 -2 hours from 3 - 4 hours
More than four hours
2) Your Age
Less than 18 Years 18-Less than 28 years 28- Less than 38 years
38- Less than 48 years More than 48 years
22

3) Education
High school or less Diploma Bachelor degree Master degree
Doctor of Philosophy
4) Monthly Income
Less than 500 JD 500 – Less than 1000 JD 1000 – 1500 JD
More than 1500 JD
Question Strongl
y Agree
Agre
e
Neutra
l
Disagre
e
Strongly
Disagree
Irritation
I consider Smartphone’s advergames is
annoying.
I consider load of information that
Smartphone advergames provides can
be irritating.
Smartphone advergames is deceptive.
I am bothered by Smartphone
advergames.
Entertainment
Smartphone advergame is fun to use.
Smartphone’s advergames make me feel
good.
Playing Smartphone advergame make
me excited.
I am attracted to Smartphone
advergames that containing photo,
sound, video.
Credibility
I trust Smartphone advergames .
The content provided by Smartphone
advergame is credible.
I use Smartphone advergame as a
23

reference for purchasing.
Informativness
Smartphone advergame supplies
relevant product information.
Smartphone advergame is a convenient
source of product information.
Smartphone advergame provides timely
Information.
Smartphone advergame is a good source
of up-to-date product information.
Smartphone advergame makes sales
information immediately accessible.
Game Involvement
I am interested of Smartphone game
Allowed me to play more game contents
for free.
I am interested of Smartphone games
with more game modes and levels.
Smartphone Game always needs to be
free of charge.
I like Smartphone games, as I can
independently decide whether I want to
play it or not.
I do not care about the company of an
Smartphone advergame, as long as I
like the idea behind the Game.
The graphics and game quality of a
Smartphone advergame are of high
importance.
If a company launches an exciting
Smartphone advergame, my attitude
towards this company improves.
If a company launches a bad
Smartphone advergame, my attitude
towards this company worsens.
I only play Smartphone games of brands
that I like.
I like talking about exciting Smartphone
advergames with my friends.
Purchase Intensions
I would purchase brands I have seen in
24

Smartphone advergames.
I started using brands after seeing them
in Smartphone advergames.
I buy brand when I see characters have
been using in Smartphone games.
I always talk to my friends about
advertisements I saw in Smartphone
games.
Acknowledgment: The authors are grateful to the Middle East University, Amman, Jordan
for the full financial support granted to this research project.
25

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