Advanced SearchSearch Tips
The Influence of Cross Promotion in Mobile games on Consumer's Attitude toward Game adoption
facebook(new window)  Pirnt(new window) E-mail(new window) Excel Download
 Title & Authors
The Influence of Cross Promotion in Mobile games on Consumer's Attitude toward Game adoption
Park, Jeong-Min; Yong, Hye-Ryeon; Hwang, Hyun-Seok;
  PDF(new window)
In line with the increase in consumer demand for mobile games, game companies face stiff competition. For a more successful marketing strategy, many game companies actively adopt Cross Promotion. The Cross Promotion marketing strategy in the mobile game is regarded as a low cost and high efficiency marketing method because the game companies provide new experiences to game users by utilizing existing game infrastructure and absorbing current users of game companies. Despite the advantages of Cross Promotion, there has been little practical study on the relationship between Cross Promotion and mobile game acceptance. Accordingly, the aim of this study was to determine the influential factors of Cross Promotion on the acceptance of mobile games. After reviewing previous research, a structural model was established, a survey was performed and the model was analyzed. The managerial implications are suggested along with the concluding remarks.
Cross Promotion;Mobile game;Genre involvement;Advertising expression;Perceived Enjoyment;Attitude toward game;
 Cited by
R. Agarwal & E. Karahanna, "Time flies when you're having fun: Cognitive absorption and beliefs about information technology usage", MIS quarterly, Vol.24, No.4, pp. 665-694. 2000. DOI: crossref(new window)

In Jung Choi, "A study on the effects of the involvement, the prior knowledge of the products, and types of advertisement", Master's thesis, Sloan School of Communication, Yensei University, pp. 1-86, 2004.

Seok-Woo Shin, "Mobile Web 2.0 Based Mobile Game Industry in the Development of Research Plan. Master's thesis", Sloan School of Entertainment Contents, Han-Yang University, pp. 1-120, 2010.

X Tong, "A cross-national investigation of an extended technology acceptance model in the online shopping context", International Journal of Retail & Distribution Management, Vol.28, No.10, pp. 742-759, 2010. DOI:

Seung Ho Lee & Yu Jin Hong, "A Study of analyzing the mobile game industry and game users", Journal of Korea Multimedia Society, Vol.6, No.1, pp. 15-33, 2002.

H. Van der Heijden,"User acceptance of hedonic information systems", MIS quarterly, Vol.28, No.4, pp. 695-704, 2004.

Myong-Yong Um, " Effect of Interactivity on Enjoyment and Satisfaction: Focusing on Steuer's Interactivity", The e-Business Studies, Vol.14, No. 5, pp. 73-90, 2013. crossref(new window)

Myeun-Hyun Kang, "A Study on the Strategy and Its Effects of Cross-promotion between Newspapers and General Programming Channels", Korean Journal of Broadcasting and Telecommunication Studies, Vol.28, No.4, pp. 7-37, 2014.

R. L. Daft, R. H. Lengel, & L. K. Trevino, "Message equivocality, media selection, and manager performance: Implications for information system", MIS quarterly, Vol.11, No.3, pp. 355-366, 1987. DOI: crossref(new window)

R. L. Daft, & R. H. Lengel, "Organizational information requirements, media richness and structural design", Management science, Vol.32, No.5, pp. 554-571. 1986. DOI: crossref(new window)

B. W. Park, J. M. Lee, & J. W. Lee, "Empirical Analysis on the Effect of Design Pattern of Web Page, Perceived Risk and Media Richness to Customer Satisfaction", The Journal of the Korea Contents Association, Vol.11, No.6, 385-396, 2011. DOI: crossref(new window)

Burke, Robert. R., Thomas. K. Srull., "Competitive Interference and Consumer Memory of Advertising", Journal of Consumer Research, Vol.15, 1988, pp. 55-68. DOI: crossref(new window)

Jae Hwi Kim, & Tae Hoon Kim, "The influence of internet advertising clutter on advertising effectivenes", The Korean Journal of Advertising Vol.12, No.4, pp. 97-114, 2001.

Sang-Gon Im, "The Effects of Visual Image Factors on Brand Attitude in Print Advertisements", Master's thesis, Sloan School of Management, Kyungnam University, 1-62, 2009.

Jong-Chan Lee, "A study on visual expression-driven advertisement's influence on consumers : mainly with printed ads of overseas luxury fashion brands", Master's thesis, Sloan School of Advertising Design, Hong-Ik University, pp. 1-118, 2007.

J. W. Moon, & Y. G. Kim, "Extending the TAM for a World-Wide-Web context", Information & Management, Vol.38, No.4, pp. 217-230, 2001. DOI: crossref(new window)

D. H. Shin, "An empirical investigation of a modified technology acceptance model of IPTV", Behaviour & Information Technology, Vol.28, No.4, pp. 361-372, 2009. DOI: crossref(new window)

V. Venkatesh, "Determinants of perceived ease of use: Integrating control, intrinsic motivation, and emotion into the technology acceptance model", Information systems research, Vol.11, No.4, pp. 342-365, 2000. DOI: crossref(new window)

J. Yu, I. Ha, M. Choi, & J. Rho, "Extending the TAM for a t-commerce", Information & Management, Vol.42, No.7, pp. 965-976, 2005. DOI: crossref(new window)

F. D. Davis, "A technology acceptance model for empirically testing new end-user information systems: Theory and results", Massachusetts Institute of Technology, pp. 233-250. 1986.

M. C. Lee, "Understanding the behavioural intention to play online games: an extension of the theory of planned behaviour", Online Information Review, Vol.33, No.5, pp. 849-872, 2009. DOI: crossref(new window)

C. Liao, P. L. To, C. C. Liu, P. Y. Kuo, & S. H. Chuang, "Factors influencing the intended use of web portals", Online Information Review, Vol.35, No.2, pp. 237-254, 2011. DOI: crossref(new window)

D. H. Shin, "User acceptance of mobile Internet: Implication for convergence technologies", Interacting with Computers, Vol.19, No.4, pp. 472-483, 2007. DOI: crossref(new window)

D. H. Shin, & Y. J. Shin, "Why do people play social network games?", Computers in Human Behavior, Vol.27, No.2, pp. 852-861, 2011. DOI: crossref(new window)

B. H. Kim, "The Role of professional baseball Spectators' Involvement Level in the Relationship among Brand Association, Loyalty and Purchasing Behavior", Master's thesis, Sloan School of Sports and Leisure Studies, Yonsei University, pp. 1-86, 2008.

S. H. Kim, S. H. Lee, H. S. Hwang, "User Acceptance of Social Network Games on Smart Devices: An Extension to the Technology Acceptance Model", Korea Society of Industrial Information System, Vol.16, No.5, pp. 173-184, 2011. crossref(new window)

H. J. Yun, S. C. Moon, "Factors Affecting Intension to Use Tablet PCs: Moderating Effects of Smart Phone Use", Journal of Broadcasting Research, Vol.79, pp. 169-202, 2012.

K. M. Jeong, "Future Direction of Mobile Game Market according to the Advance of Mobile Device Capability", Journal of Digital Contents Society, Vol. 11, No. 4, pp. 495-501, 2009.

D. W. Kim, Y, J, Lee, "The Impacts of Usefulness and Annoyingness of Cross-Promotion on Users' Flow Experience of Social Network Games", Journal of Korea Game Society, Vol. 15, No, 1, pp. 89-100, 2015. DOI: crossref(new window)

S. I. Lee, "Empirical Study on Factors Influencing Customer Loyalty in Mobile Games", Vol. 6, No. 10, pp. 99-106, 2006.

W. J. Jung, D. L. Lee, S. H. Ryu, B. P. Kyung, W. B. Lee, "Analysis of user interface access method focused on immersion elements of in-game-advertisement" The Journal of digital policy & management, Vol. 10, No. 8, pp. 299-304, 2012.

H. J, Kim, "The Study of Semicomical Approaching Method in Advertising Expression Technique - Focus on Korea TV Advertisements", The Journal of the Korea Contents Association, Vol. 6, No. 6, pp. 125-135, 2006.

S. J, Kim, "Expression of a Flow in Movement, Speed, and Time of Advertisement", Journal of Korean Society of design science, Vol. 24, No. 3, pp. 67-77, 2011.

Moon J. W. & Kim Y. G, "Extending the TAM for a world-wide-web context", Information and Management, Vol. 38, No. 4, pp.217-230. 2001. DOI: crossref(new window)

T. G. Kim, "An Analysis of the Changes of Smart-Phone Game Genre Preference", Master's thesis, Sloan School of Game Contents, Hongik University, pp. 1-98, 2012.

Y. Y. Kim, M. H. Kim, "An Exploratory Study on the Classification of Digital Game Genre based on the Degree of Interactivity", Journal of Korea Game Society, Vol. 10, No. 5, pp. 39-49, 2010.

Manchanda P, Ansari A, Gupta S. "The "shopping basket": A model for multicategory purchase incidence decisions", Marketing Science., Vol. 18, No. 2, pp. 95-114, 1999. DOI: crossref(new window)

G. Y. Noh, "An Extension of the Technology Acceptance Model in Health Video Game Environment : Using a Playtesting Method", Korean Association for Broarding & Telecommunication, Vol.26, No.5, pp.78-113, 2012.

Tae-Jae Sung, "Easy Statistical Analysis using SPSS/AMOS, 2nd Edition", Hakjisa, Seoul, March, 2014