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

Figure 6. Interaction effects of BE*CL*GI for ADGa

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International Journal of Gaming and Computer-Mediated Simulations

Volume 11 • Issue 4 • October-December 2019

54

dominatorforthehighGIattheMBsetting.TheresultsprovedthepositiveeffectsofCLonconsumer

attitudesforbothBRaandADGa.ThefindingsweremorefavorableinthehighCLandthehighGI

conditions.AsthelevelofGIdecreased,theeffectoftheCLwasreversed.

GIisrelatedtoboththeentertainmentandtheflowaspectofonlinegames(Refianaetal.,2005).

AsthelevelofGIincreases,thegamingenvironmentbecomesmoreentertainingandfavorableto

theplayers(LeeandYoun,2008;NakamuraandCsikszentmihalyi,2002).Asstatedbyprevious

researchers,thepositiveexperiencelivedthroughgameplaycreatesmorepositiveattitudestowards

theobject(onlinegame)(VanReijmersdaletal.,2012)andthebrandthroughtheaffect-transfer

(FiskeandPavelhack,1986).ButwhentheleveloftheGIdecreased,playersstartedtolookfora

morestraightforwardgamingexperience;otherwise,theyattributednegativeattitudestothebrand.