Research on the Influence Mechanism of Online In-Game Advertising Psychological Effect

Online in-game advertising is a new form of advertising, and the most promising advertising form in recent years. Finding out the influence factors of online in-game advertising is useful for the advertising industry, game industry and the advertising businesses. This paper finds out these factors by the empirical method through investigating the online game players. The result shows that the credibility, information pertinence, structural distribution, matching degree and embedding degree will remarkably impact players' interests in the advertising, among which the embedding degree is the most influential factor; besides that, this paper discovers that players' interest in the advertising has a positive impact on their purchase intention under the play condition.