Using a social network game as a teaching tool for visual merchandising

Erica O’Toole, Seung Eun Lee

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


The purpose of this study was to apply a Social Network Game (SNG) for teaching visual merchandising to college students. Based on design-based research paradigm, the present study utilized the EGameFlow model to measure students’ perceived enjoyment of using the SNG, Fashion World, in visual merchandising classes. In addition, this study examined which dimensions of EGameFlow were significant indicators of student satisfaction. Findings from this study suggest that the use of an SNG can be an effective tool in teaching visual merchandising. A majority of positive trends in constructs of EGameFlow suggested students enjoyed the use of this SNG as a learning tool. In addition, challenge and immersion were significant indicators of student satisfaction through the game. Discussion and implications for using SNGs as a teaching tool were provided based on the results of this study.

Original languageEnglish
Title of host publicationFashion and Textiles
Subtitle of host publicationBreakthroughs in Research and Practice
PublisherIGI Global
Number of pages17
ISBN (Electronic)9781522534334
ISBN (Print)9781522536000
StatePublished - Jan 1 2017


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