ABSTRACT

This study offers gamers’ insights to a worldwide popular loot-box game that is widely associated with gambling: FIFA. Through an ethical lens, this study looks at how gamers perceive loot-box promotions, their enduring attitudes toward the game, as well as the role of gaming addictions. A mixed-method study revealed that while gamers found loot boxes and promotions ethically questionable, gaming addiction is positively correlated with perceived ad ethicality, suggesting coping and possible cognitive dissonance.

中文翻译：

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消费者对 Loot Box 促销中广告道德的看法

摘要

这项研究为游戏玩家提供了对与赌博广泛相关的全球流行的战利品游戏 FIFA 的见解。通过道德视角，本研究着眼于游戏玩家如何看待战利品盒促销、他们对游戏的持久态度以及游戏成瘾的作用。一项混合方法研究表明，虽然游戏玩家发现战利品箱和促销活动在道德上存在问题，但游戏成瘾与感知到的广告道德正相关，表明应对和可能的认知失调。