The Effect of Intrinsic Playfulness and Extrinsic Value of Prizes on the Behavioral Reactions in Games

Abstract

Introduction: Viral Promotional Advergames which combine a promotional game with an advergame in a viral marketing campaign, with the goal of encouraging customer word of mouth, such that customers become willing promoters of the related brand. when designing a viral promotional advergame, marketers focus on game schemes and prizes to trigger players' intrinsic and extrinsic motivations and elicit certain behavioral responses, such as sharing personal data and forwarding the game.Therefore, the current research aimed at how the Intrinsic Playfulness and the Extrinsic Value of Prizes affect the Elicit of People's Behavioral Responses.

Purpose: In this research,data using a Pre-measure and Post-measure, with a real viral marketing campaign. This field study examines the factors that lead to behavioral reactions in these types of games. In this connection,Poisson regression was used to investigate the effect of perceived playfulness and the perceived value of prizes on the variable of game forwarding, and logistic regression was used on the variable of personal data sharing.

Methodology: In this research,data using a Pre-measure and Post-measure, with a real viral marketing campaign. This field study examines the factors that lead to behavioral reactions in these types of games. In this connection,Poisson regression was used to investigate the effect of perceived playfulness and the perceived value of prizes on the variable of game forwarding, and logistic regression was used on the variable of personal data sharing.

Findings : The results showed that Perceived playfulness is positively related to game forwarding and personal data sharing be haviors, such that if games evoke higher levels of enjoyment and concentration, players may be more inclined or willing to share their personal data and game forwarding . While the perceived value of prizes has a positive and significant effect on game forwarding by players, it will not have a significant effect on personal data sharing. Also, prior brand attitudes moderate the effect of the perceived value of prizes on game forwarding behavior. Also, players with greater intrinsic enjoyment and psychological immersion tend to invite more people to the game and share more personal data about themselves. Perceived reward value is also positively related to game posting behaviors, although not related to personal data sharing. That is, players appear to communicate more about the game when extrinsically motivated, but are less likely to personal data sharing with the brand. On the other hand, extrinsically motivated players still have significant privacy concerns. In contrast, perceived playfulness is positively related to personal data sharing, suggesting that fully immersed players tend to "lose themselves" and forget their more conscious concerns (consistent with definitions of escapism). As a result, they seem more likely to personal data sharing with the brand. Another interesting result comes from the absence of a reciprocal relationship between intrinsic and extrinsic motivation with regard to both behaviors. The reason can be the complexity of external rewards in this study.

Discussion: Companies that want to obtain customers' personal information should focus more on design game elements than prizes, as the perceived value of prizes does not seem to have a significant effect on sharing personal information. Games must also be designed to induce psychological immersion in players—that is, game design elements must optimize the Flow state. Companies that want to encourage players to submit their game should focus on both game design and prize placement, and prizes should be offered at different value levels to bias player evaluations away from more prizes.