TY  - CONF
AV  - none
SP  - 11
ID  - scholars5613
TI  - An integrated conceptual model for predicting behavioral learning triggered by video-game engagement: A mediating role of observational learning
KW  - Forecasting; Interactive computer graphics; Sales
KW  -  Customer engagement; Hedonic product; Observational learning; R models; Video game
KW  -  Human computer interaction
N1  - cited By 6; Conference of Game Physics and Mechanics International Conference, GAMEPEC 2015 ; Conference Date: 25 August 2015 Through 27 August 2015; Conference Code:118230
N2  - This study proposes a conceptual model that could predict how customers' engagement in video games influences them to learn through observing the models shown in the video games, which further impacts behavioral learning. This study reviews the stimulus response theory and observational learning theory, and draws an integrated conceptual model. This model theorizes that customers learn from observation of models portrayed in the video games triggered by their engagement in video games, which influences customers' behavioral learning. Propositions were also drawn on the basis of proposed model. This study is conceptual in nature and another subsequent study is required to validate the study propositions. This study contributes in the following domains; (a) stimulus response theory, especially in S-O-R paradigm by introducing factors affecting organism (O) in video game studies, (b) observational learning processes are integrated in S-O-R model as organism (O) that mediates the relationship between video-game engagement and behavioral learning, (c) customer engagement definition is being adopted in video game studies to theorize how customers' engagement in video games influences the observer to learn the behavior. This conceptual model will be very helpful in predicting various forms of learning through observation of the models, including a new pattern of behavior, judgmental-standards, cognitive-competencies, strengthen or weaken the existing behavior and generative guidelines for producing a new form of behavior. © 2015 IEEE.
PB  - Institute of Electrical and Electronics Engineers Inc.
SN  - 9781467372077
Y1  - 2015///
EP  - 15
A1  - Abbasi, A.Z.
A1  - Ting, D.H.
A1  - Jamek, A.B.S.A.
UR  - https://www.scopus.com/inward/record.uri?eid=2-s2.0-84963569106&doi=10.1109%2fGAMEPEC.2015.7331848&partnerID=40&md5=d45960f51722204a11bc2b71806ad508
ER  -