Why do players purchase in mobile social network games? An examination of customer engagement and of uses and gratifications theory

Q Social Sciences
Taozhen Huang, Zheshi Bao, Yan Li
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引用次数: 32

Abstract

Purpose The purpose of this paper is to explore the purchase intention in mobile social network games (M-SNGs) through a new perspective and discuss how to effectively promote players’ payment. Design/methodology/approach The author proposed a research model by integrating customer engagement (CE) and uses and gratification theory (U&G). Three dimensions of CE and three types of U&G were analyzed, respectively to explore the direct and indirect effects on purchase intention in M-SNGs. Online questionnaires were adopted to collect data, and 354 valid samples were analyzed by structural equation modeling approach. Findings The findings show that hedonic gratification (entertainment) and social gratification (self-presentation) have significant indirect effects on players’ purchase intention in M-SNGs through the mediation effects of CE, whereas this mechanism is not fully applied to utilitarian gratification (flexibility). Besides, three dimensions of CE are not independent, because absorption can indirectly affect vigor through dedication. Research limitations/implications The findings suggest that hedonic gratification (entertainment) and social gratification (self-presentation) can trigger three dimensions of CE to stimulate purchase intentions in M-SNGs, and utilitarian gratification (flexibility) can also promote players’ payment through absorption which is one dimension of CE. Some other theoretical and practical implications are also provided. Originality/value This study is novel in exploring players’ purchase intentions in M-SNGs by integrating CE and U&G. Meanwhile, the author also intends to reveal the relationships among the three dimensions of CE which are related to in-game purchase intention.
为何玩家会在手机社交游戏中花钱?顾客参与和使用与满足理论的检验
本文的目的是通过一个新的视角来探索移动社交网络游戏(m - sng)中的购买意愿,并探讨如何有效地促进玩家的付费行为。设计/方法/方法作者提出了一个整合顾客参与(CE)和使用与满足理论(U&G)的研究模型。分析了三个维度的CE和三种类型的U&G,分别探讨了对m - sng购买意愿的直接和间接影响。采用在线问卷收集数据,采用结构方程建模方法对354份有效样本进行分析。研究发现,享乐满足(娱乐)和社交满足(自我呈现)通过CE的中介作用对m - sng玩家的购买意愿产生了显著的间接影响,而功利满足(灵活性)的中介作用机制并不完全适用。此外,CE的三个维度不是独立的,因为吸收可以通过奉献间接影响活力。研究发现,享乐满足(娱乐)和社交满足(自我呈现)可以触发用户体验的三个维度,从而刺激m - sng玩家的购买意愿;功利满足(灵活性)也可以通过吸收促进玩家的消费,这是用户体验的一个维度。本文还提供了其他一些理论和实践意义。独创性/价值本研究将CE与U&G相结合,探索m - sng中玩家的购买意愿,具有创新性。同时,作者也试图揭示与游戏内购买意愿相关的消费绩效三个维度之间的关系。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Program-Electronic Library and Information Systems
Program-Electronic Library and Information Systems 工程技术-计算机:信息系统
CiteScore
1.30
自引率
0.00%
发文量
0
审稿时长
>12 weeks
期刊介绍: ■Automation of library and information services ■Storage and retrieval of all forms of electronic information ■Delivery of information to end users ■Database design and management ■Techniques for storing and distributing information ■Networking and communications technology ■The Internet ■User interface design ■Procurement of systems ■User training and support ■System evaluation
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