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

Participants, Procedure, Controls

Allparticipants(n=194)wereundergraduatestudents.Participantswereinformedthatthey

wouldplayanonlinegameaspartofaninteractivelecture.Subjectsweregatheredina

computerlabwhereexperimentalsessionswereheldoneatatime,andtheywererandomly

assigned to different experimental conditions. Two groups of subjects were exposed to

MagnumPleasureHuntII,andtheothertwowereexposedtoLegoSpeedChampions.Each

experimentalsessiontookatotalof15minutes.Studentsweregiventheinformationthat

theycouldplaytheassignedgameasmanytimesastheylikein10minutes,asappliedby

VashishtandPillai(2017).Duringgameplay,theywereinstructednottointeractwitheach

other.Therewasalwaysaninstructorpresentinthecomputerlaboratory.Thegameplaywas

followedbyanonlinequestionnaire.

Subjectsconsistedof98females(50.5%)and96males(49.5%).Theaverageageofthesubjects

was22.Mostofthesubjects(70%)statedthattheyspendmorethan6hoursonlineweekly.The

characteristicsofthesampleregardinggamingexperiencearesummarizedinTable1.

Sincesubjects’frequencyofgameplayandgamingexperiencecanplayanactiverolein

attitudestowardsthegameandbrand,thesimilarityofgroupsonthesecriteriawaschecked.

Toinvestigatethesimilaritiesbetweengroups,Pearsonchi-squaretestwasapplied.The

resultsshowedthatthegroupsweresimilarregardingweeklyinternetuse(χ

2

=6.516,df=

3,p=0.089),gamingexperience(χ

2

=6.721,df=3,p=0.081)andfrequencyofgameplay

(χ

2

=0.738,df=3,p=0.864).Moreover,thepriorattitudestowardsthebrands(Legoand

Magnum)mightaffecttheresults.Tomeasurethepriorattitudetowardsbrandsthescale

byPechmannandShih(1999)wasapplied.Datawascollectedwitha5-pointLikertscale.

Theresultsoftheanalysisshowedthattheparticipants’priorattitudestowardsLegoand

Magnumweresimilar(F=6.423;p>0.05),andtherewerenodifferencesbetweengroups

(F=8.324,p>0.05).