Purpose The purpose of this paper is to explore the purchase intention in mobile social network games (M-SNGs) through a new perspective and discuss how to effectively promote players’ payment. Design/methodology/approach The author proposed a research model by integrating customer engagement (CE) and uses and gratification theory (U&G). Three dimensions of CE and three types of U&G were analyzed, respectively to explore the direct and indirect effects on purchase intention in M-SNGs. Online questionnaires were adopted to collect data, and 354 valid samples were analyzed by structural equation modeling approach. Findings The findings show that hedonic gratification (entertainment) and social gratification (self-presentation) have significant indirect effects on players’ purchase intention in M-SNGs through the mediation effects of CE, whereas this mechanism is not fully applied to utilitarian gratification (flexibility). Besides, three dimensions of CE are not independent, because absorption can indirectly affect vigor through dedication. Research limitations/implications The findings suggest that hedonic gratification (entertainment) and social gratification (self-presentation) can trigger three dimensions of CE to stimulate purchase intentions in M-SNGs, and utilitarian gratification (flexibility) can also promote players’ payment through absorption which is one dimension of CE. Some other theoretical and practical implications are also provided. Originality/value This study is novel in exploring players’ purchase intentions in M-SNGs by integrating CE and U&G. Meanwhile, the author also intends to reveal the relationships among the three dimensions of CE which are related to in-game purchase intention.

Purpose The purpose of this paper is to discuss some drivers which can promote reward-based crowdfunding campaigns and then compare their effects on two categories of cultural and creative projects. Design/methodology/approach The authors first distinguished the roles of “intrinsic qualities” and “external supports” in crowdfunding campaigns. Then based on the theories of reward-based crowdfunding, impression management and social capital, a research model was built to discuss the effects of external supports and a comparative study was conducted by using data collected from Kickstarter.com. Findings It indicates that the three dimensions of external supports (reward support, impression support, and relationship support) have positive effects on film and video and publishing projects. Besides, the authors also found that “category of a project” can moderate the relationship between impression support and crowdfunding performance. The effect of impression support on visual works is different from that on printed works. Research limitations/implications These findings not only prove that external supports actually play an important role in crowdfunding campaigns, but also reveal that for different categories of cultural and creative crowdfunding projects, the effects of external supports are different. Some other theoretical and practical implications are also provided. Originality/value This research reveals some details about the important role of external supports in crowdfunding campaigns and compares their effects on different categories of cultural and creative projects. It can provide useful suggestions for improving reward-based crowdfunding performance.

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Accompanying the growing call for ecological sustainability, environmental advertising is playing an increasingly important role in green marketing to foster environmental concern and pro-environmental behavior. The present study examined the impact of two factors on people's selective attention to green advertisements: advertising creativity (by comparing creative vs. standard advertisements) and appeal type (by comparing warning-based vs. vision-based appeals). The study also investigated the association between advertising effectiveness and individual differences in levels of green dispositions, including environmental concern and value orientation.To explore these issues the study employed a Rapid Serial Visual Presentation paradigm to measure the magnitude of the "attentional blink" arising from people attending to environmental advertisements of varying creativity and appeal type. Findings revealed a significant attentional blink effect for environmental advertising (indicative of heightened selective attention) that was greater for creative advertisements than standard advertisements. A significant association was also found between the magnitude of the attentional blink and dispositional differences in environment-related altruistic value. Results extend previous findings relating to the attentional blink as an index of advertising effectiveness, and shed light on the importance for green marketing of advertising creativity, advertising appeal and environmental value.

Purpose The purpose of this paper is to explore the roles of flow experience and e-trust in online consumers’ stickiness intentions from a perspective of information quality and discuss how to retain these consumers. Design/methodology/approach The authors proposed a research model by integrating three dimensions of information quality, flow experience and e-trust. These factors were analyzed to explore the direct and indirect effects on consumers’ stickiness intention. Online questionnaires were adopted to collect data and 259 valid samples were analyzed by structural equation modeling approach. Findings The findings show that information quality provided by B2C online shopping malls can indirectly affect consumers’ stickiness intention through the mediation effects of flow experience and e-trust. Besides, flow experience can also significantly affect e-trust and then indirectly influence stickiness intention. Research limitations/implications The findings suggest that information quality can trigger the effects of flow experience and e-trust to keep stickiness of online consumers. Besides, in the context of online shopping, flow experience would promote consumers’ trust toward e-retailers. Some other theoretical and practical implications are also provided. Originality/value This study indicates the effects of flow experience and e-trust on stickiness intention from an information quality perspective. Meanwhile, the authors also intend to discuss the relationship between consumers’ flow experience and e-trust in the context of B2C online shopping.