ABSTRACT

Presence is linked to the relationship between consumers‘ sought after uses and gratifications to ultimately gain media consumption experiences. As consumers pursue uses and gratifications from video game play, they may seek out media consumption experiences that engage their senses and bodily responses, thus resulting in a collection of experiences with a select video game brand, such as Assassin’s Creed, and potential solidification of brand loyalty towards a select video game brand. Hence, this study was interested in (a) uses and gratifications particular to high brand loyalty consumers (referred to as HBL consumers), (b) how HBL consumers’ media consumption experiences are impacted by brand personality traits of video games, and (c) their virtual parasocial relationships with virtual characters and environments.

摘要

存在与消费者的追求使用和满足感之间的关系有关，以最终获得媒体消费体验。当消费者追求视频游戏的使用和满足感时，他们可能会寻找吸引他们的感官和身体反应的媒体消费体验，从而产生与精选视频游戏品牌（如刺客信条）相关的体验，并可能巩固品牌对精选电子游戏品牌的忠诚度。因此，本研究关注（a）品牌忠诚度较高的消费者（称为HBL消费者）的使用和满足；（b）HBL消费者的媒体消费体验如何受到视频游戏的品牌个性特征的影响；以及（c ）与虚拟角色和环境的虚拟社会关系。