{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,16]],"date-time":"2026-05-16T00:43:34Z","timestamp":1778892214746,"version":"3.51.4"},"reference-count":68,"publisher":"Emerald","issue":"5","content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":[],"published-print":{"date-parts":[[2025,11,21]]},"abstract":"<jats:sec>\n                    <jats:title>Purpose<\/jats:title>\n                    <jats:p>Esports game developers are incorporating interactive virtual shopping (IVS) experiences into their products to facilitate consumer\u2013brand interactions. Despite the potential influence of IVS, existing research lacks an understanding of its impact on consumers\u2019 overall affect\u2013 particularly game enjoyment, a critical factor in sustaining engagement with esports products \u2013 and on attitudinal change toward brands in the real world.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Design\/methodology\/approach<\/jats:title>\n                    <jats:p>An experiment was designed to examine the impact of shopping in the virtually interactive esports marketplace on game enjoyment. Mediating effects of positive change in brand attitude, perceived realism and character attachment and the moderating effect of self-avatar gender congruity were investigated using SPSS PROCESS Macro. Additionally, the impact of brand popularity on the relationship between IVS and brand attitude was examined using analysis of covariance (ANCOVA).<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Findings<\/jats:title>\n                    <jats:p>There was a positive impact of IVS on game enjoyment, mediated by a positive change in brand attitude, perceived realism and character attachment. Self-avatar gender congruity moderated the mediation effect of perceived realism. Notably, less popular brands exhibited a greater change in brand attitude compared to more popular brands.<\/jats:p>\n                  <\/jats:sec>\n                  <jats:sec>\n                    <jats:title>Originality\/value<\/jats:title>\n                    <jats:p>The findings add to the body of literature on esports, particularly in investigating the role of IVS within the esports virtual world and advancing research on cognitive appraisal theory. This study informs practitioners in the esports industry about the value of creating interactive virtual marketplaces, as they serve to benefit sponsoring brands and enhance game enjoyment for players.<\/jats:p>\n                  <\/jats:sec>","DOI":"10.1108\/intr-03-2024-0346","type":"journal-article","created":{"date-parts":[[2025,1,11]],"date-time":"2025-01-11T09:29:18Z","timestamp":1736587758000},"page":"1843-1866","source":"Crossref","is-referenced-by-count":10,"title":["Gotta take my avatar shopping: impacts of interactive virtual shopping in esports"],"prefix":"10.1108","volume":"35","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-5390-5060","authenticated-orcid":true,"given":"Yongjin","family":"Hwang","sequence":"first","affiliation":[{"name":"College of Hospitality, Retail and Sport Management, University of South Carolina Department of Sport and Entertainment Management, , , ,","place":["Columbia, South Carolina, USA"]}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-4834-0261","authenticated-orcid":true,"given":"Keshav","family":"Gupta","sequence":"additional","affiliation":[{"name":"College of Hospitality, Retail and Sport Management, University of South Carolina Department of Sport and Entertainment Management, , , ,","place":["Columbia, South Carolina, USA"]}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-8350-843X","authenticated-orcid":true,"given":"Deokkyung","family":"Ock","sequence":"additional","affiliation":[{"name":"College of Hospitality, Retail and Sport Management, University of South Carolina Department of Sport and Entertainment Management, , , ,","place":["Columbia, South Carolina, USA"]}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"140","published-online":{"date-parts":[[2025,1,14]]},"reference":[{"key":"2026010800280520000_ref001","doi-asserted-by":"crossref","DOI":"10.4159\/9780674029019","volume-title":"Actual Minds, Possible Worlds","author":"Bruner","year":"1986"},{"key":"2026010800280520000_ref002","unstructured":"Cappasity\n           (2024), \u201cHow retailers use immersive shopping experiences in stores\u201d, available at:\u00a0https:\/\/medium.com\/cappasity-blog\/how-retailers-use-immersive-shopping-experiences-in-stores-6e0f3e4bb156 (accessed\u00a010 October 2024)."},{"issue":"16","key":"2026010800280520000_ref003","doi-asserted-by":"publisher","first-page":"4227","DOI":"10.1080\/10447318.2023.2210880","article-title":"Player enjoyment in video games: a systematic review and meta-analysis of the effects of game design choices","volume":"40","author":"Caroux","year":"2023","journal-title":"International Journal of Human-Computer Interaction"},{"key":"2026010800280520000_ref004","doi-asserted-by":"publisher","first-page":"366","DOI":"10.1016\/j.chb.2015.01.066","article-title":"Player\u2013video game interaction: a systematic review of current concepts","volume":"48","author":"Caroux","year":"2015","journal-title":"Computers in Human Behavior"},{"issue":"6","key":"2026010800280520000_ref005","doi-asserted-by":"publisher","first-page":"828","DOI":"10.1177\/0093650212450585","article-title":"Perceived realism: dimensions and roles in narrative persuasion","volume":"41","author":"Cho","year":"2014","journal-title":"Communication Research"},{"issue":"3","key":"2026010800280520000_ref006","doi-asserted-by":"publisher","first-page":"434","DOI":"10.1007\/s11747-011-0300-3","article-title":"Guidelines for choosing between multi-item and single-item scales for construct measurement: a predictive validity perspective","volume":"40","author":"Diamantopoulos","year":"2012","journal-title":"Journal of the Academy of Marketing Science"},{"key":"2026010800280520000_ref007","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2023.108099","article-title":"Predictors of problematic internet use in the everyday internet activities of a French representative sample: the importance of psychological traits","volume":"153","author":"Erhel","year":"2024","journal-title":"Computers in Human Behavior"},{"issue":"1","key":"2026010800280520000_ref008","doi-asserted-by":"publisher","first-page":"101","DOI":"10.1016\/j.compedu.2008.07.004","article-title":"EGameFlow: a scale to measure learners' enjoyment of e-learning games","volume":"52","author":"Fu","year":"2009","journal-title":"Computers and Education"},{"issue":"2","key":"2026010800280520000_ref009","doi-asserted-by":"publisher","first-page":"145","DOI":"10.1016\/j.smr.2016.11.006","article-title":"Introducing a Sport Experience Design (SX) framework for sport consumer behaviour research","volume":"20","author":"Funk","year":"2017","journal-title":"Sport Management Review"},{"issue":"4","key":"2026010800280520000_ref010","doi-asserted-by":"publisher","first-page":"1064","DOI":"10.1108\/apjml-05-2017-0093","article-title":"Do consumers want mobile commerce? 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