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 2. Results of factor analysis

Scales

KMO 

Measure

Cumulative Variance 

Explained (%)

Cronbach 

Alpha (α)

Telepresence

.878

73.363

.923

GameInvolvement(GI)

.856

78.421

.908

AttitudeTowardsBrand(BRa)

.715

64.893

.863

AttitudeTowardsAdvergame(ADGa)

.868

68.369

.820

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International Journal of Gaming and Computer-Mediated Simulations

Volume 11 • Issue 4 • October-December 2019

49

(F=0.046;p=0.831)andADGa(F=0.056;p=0.813).Box’sMtestalsopresentedtheobserved

covariancematricesofthedependentvariableswereequalacrossgroups(F=0.832;p=0.476).

Hypothesis1proposedthatMBandSBsettingswouldcreatedifferencesinBRaandADGa.

Accordingtotheresults,thetypeofBEcausedsignificantdifferencesinBRa(F=5.358;p=0.023).

Players’attitudestowardsthebrand(BRa)werelessfavorableinMBsettingcomparedtoSBsetting

(M

MB

=3.76;sd=0.58vs.M

SB

=3.98,sd=0.55).Althoughtherewasaslightdifferenceinthe

meanvaluesofADGa(M

MB

=3.51,sd=0.81vs.M

SB

=3.33;sd=0.64),theF-testdidn’tresultin

significantdifference(F=0.752;p=0.388)(Table3andFigure3).

Thedatapartiallysupportedthefirsthypothesis(H1).