Health New Media Res > Volume 1(1); 2017 > Article
Health & New Media Research 2017;1(1):3-23.
DOI: https://doi.org/10.22720/HNMR.2017.1.1.003    Published online July 31, 2017.
Effects of a Personalized Anti-Drinking Mobile Game on College Students’ Responses to Binge Drinking: Mediating Roles of Self-Referencing Effects and Flow
Joonghwa Lee
Department of Communication, University of North Dakota
Correspondence:  Joonghwa Lee,
Abstract
This study suggests that a personalized anti-drinking mobile game can be effective in addressing college students’ binge drinking perceptions, as it can generate higher levels of self-referencing effect and flow. This study conducted a post-test only experiment with the personalized mobile game condition by using a participant’s selfie and name and the control condition by using a default game character. This study found that (1) the personalized mobile game generated a higher level of self-referencing effect than the default mobile game; (2) the self-referencing mediated the positive effect of the personalized mobile game on attitudes toward the game and the negative effect of it on attitudes toward binge drinking; and (3) the personalized mobile game generated higher levels of self-referencing effect and flow than the default mobile game, which in turn resulted in more positive attitudes toward the game. The implications of these results are discussed.
Key Words: Personalized Mobile Game, Anti-Drinking Game, College Binge Drinking
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