Does a contextualized theory of planned behavior explain why teenagers stay in virtual worlds?

Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm

“…The proposed model may be empirically examined in different contexts and culture to determine the cultural explanation of the (TPB). This is in line with the Mäntymäki et al, (2014) suggestion to further explain the (TPB)'s antecedents and their positioning which is not completely investigated specifically, about the explanation of the mediating roles of (TPB) antecedents.…”

“…Furthermore, substantial body of literature addresses the factors that influence the behavioral intention based on the theory of the planned behavior (TPB) model (for review, see Mäntymäki, Merikivi, Verhagen, Feldberg, and Rajala 2014) only a few studies (e.g., Aaron, Jayne and Fam, 2013) have investigated how cultural norms influence effects of the advertising appeal on the behavioral intention. It is a notable development in a line of research that conceptualizes behavioral intention as a global phenomenon and closely examines the behavioral intention process and outcomes.…”

Why do people use gamification services?

“…Furthermore, it is to be expected that if a service is perceived as enjoyable, then the attitude toward the system is likely to be positive as well. A positive relationship between enjoyment and attitude has been found in hedonically oriented services such as mobile games (Ha, Yoon, & Choi, 2007), online video games (Lin & Bhattacherjee, 2010), and social virtual worlds (Mäntymäki & Salo, 2011;Mäntymäki, Merikivi, Verhagen, Feldberg, & Rajala, 2014;Shin, 2009). …”

Context-specific theorizing in ICT4D research

“…Usage context IS usage theories for utilitarian systems were found to be ill-suited to hedonic systems leading to extension of existing models to the new hedonic systems such as video games (Lin and Bhattacherjee 2010) where perceived ease of use and perceived usefulness were replaced by social image and perceived enjoyment, respectively. Also, a theoretical model was revised for virtual world context (Mäntymäki, Merikivi, Verhagen, Feldberg, & Rajala, 2014). Others have identified other forms of usage relevant to ICT4D research namely commodity, supporting development activities, driver of economy, directed at specific development activities (Sein and Harindranath 2004).…”