Article in International Journal of Gaming and Computer-Mediated Simulations · October 019 doi: 10. 4018/ijgcms. 2019100103 citations reads 105 authors: Some of the authors of this publication are also working on these related projects

Table 1. Sample characteristics

Frequency

Percentage

Gaming Experience

LessThanaYear

1-2Years

3-4Years

MoreThan4Years

44

10

16

124

22.7%

5.2%

8.2%

63.9%

Total__194__100%__Gaming_Time_(weekly)'>Total

194

100%

Gaming Time (weekly)

1-2hours

3-4hours

5-6hours

Morethan6hours

114

38

6

36

58.8%

19.6%

3.1%

18.9%

Total

194

100%

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International Journal of Gaming and Computer-Mediated Simulations

Volume 11 • Issue 4 • October-December 2019

48

Todiscoveranypossiblesimilaritiesbetweengroupsregardingtelepresence,theaveragelevel

oftelepresencefeltduringthegamingexperienceforallsubjectswascalculated.Andtheresults

yieldedthattheexperienceoftelepresencewasatanaveragelevelforsubjects(M=3.14,sd=1.011).

Also,aone-wayANOVAbetweengroupsyieldednosignificantdifferencesbetweengroupsinthe

experiment(F=0.405,p=0.069).Thecovariateisexpectedtohaveasignificantrelationshipwith

thedependentvariables.Theresultsofthecorrelationandregressionanalysisshowedthattelepresence

hadsignificantrelationshipswithbrandattitude(r=0.331;p<0.01andβ=0.230,p=0.000)and

attitudetowardstheadvergame(r=0.472;p<0.01andβ=0.359,p=0.000).

Dependent Measures

Thedependentvariablesincludedattitudetowardsthebrand(BRa)andattitudetowardsthe

advergame(ADGa).BothBRaandADGaweremeasuredbythescalesadaptedfromBatraand

Ahtola(1991).SubjectswereaskedtoanswerthequestionsabouttheirattitudestowardsMagnum

and Lego brands, and towards the advergame that they recently played. They were asked to

statetheiragreementonhowgood,valuable,useful,wiseandjoyfulthebrandsandthebranded

entertainmentswere.Responsesforbothscalesweremeasuredona5-pointLikertscale,ranging

fromtotallyagree(5)tototallydisagree(1).