The Effects of User’s Attitude on the Intention to Purchase and to Revisit in Game Advertising


  • Zuhal Hussein Faculty of Business Management, Universiti Teknologi MARA (UiTM), Kota Bharu Campus, Wisma KUB, Jalan Sultan Ibrahim, 15050, Kota Bharu Kelantan, Malaysia
  • Nabsiah Abd Wahid Graduate School of Business, Universiti Sains Malaysia (USM), 11800 Pulau Pinang, Malaysia



Attitude, Game advertising, Purchase intention, Revisit the game


The aim of this study is to explore the effects of attitude on the user’s intention to purchase and to revisit the game. This experimental study recruited 224 subjects on a voluntary basis through random sampling using a survey method. A questionnaire was used as an instrument to gather the data for this study. Data were analyzed using multiple regression analysis. The results found that attitude significantly affected the purchase intention of games advertised and significantly influenced users’ intention to revisit the game.

Keywords: Attitude; Game advertising; Purchase intention; Revisit the game

eISSN 2398-4295 © 2018. The Authors. Published for AMER ABRA cE-Bs by e-International Publishing House, Ltd., UK. This is an open-access article under the CC BY-NC-ND license ( Peer–review under responsibility of AMER (Association of Malaysian Environment-Behaviour Researchers), ABRA (Association of Behavioural Researchers on Asians) and cE-Bs (Centre for Environment-Behaviour Studies), Faculty of Architecture, Planning & Surveying, Universiti Teknologi MARA, Malaysia. 



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How to Cite

Hussein, Z., & Abd Wahid, N. (2018). The Effects of User’s Attitude on the Intention to Purchase and to Revisit in Game Advertising. Asian Journal of Behavioural Studies, 3(13), 161–168.