Unveiling Key Gratifications and Stimuli to Engage Generation Z with Multiplayer Online Games

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2022-07-04 DOI:10.1080/15332861.2022.2088037

Anubha, J. Islam

引用次数: 1

Abstract

Abstract Despite its staggering growth, fairly little remains known regarding what actually drives the players’ intent to play multiplayer online games (MOGs), which exposes an important research gap. Correspondingly, we empirically test a mediated moderation model to demonstrate how various gratifications and stimuli affect player’s (particularly the Generation Z’s) attitude towards MOGs and shapes their playing intentions. Data were collected through a structured (online and offline) questionnaire survey among 1310 Generation Z MOG players. The findings reveal that multiple gratifications such as perceived enjoyment, social interaction, and achievement have a direct as well as an indirect impact (via attitude) on consumers’ online gaming intentions. The value of this study lies in its ability to enhance understanding on how to develop, and market MOGs based on various sought-after gratifications and normative stimuli that will increase generation Z gamers’ immersion in games, their earned social capital, and eventually their playing intention for MOGs.

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揭示关键的满足和刺激，吸引Z世代与多人在线游戏

摘要尽管其惊人的增长，但关于玩家玩多人在线游戏（MOG）的真正动机，目前还知之甚少，这暴露了一个重要的研究空白。相应地，我们实证测试了一个中介调节模型，以证明各种满足和刺激如何影响玩家（尤其是Z世代）对MOG的态度，并塑造他们的游戏意图。数据是通过对1310名Z世代游戏玩家进行结构化（在线和离线）问卷调查收集的。研究结果表明，感知的乐趣、社交互动和成就等多重满足感（通过态度）对消费者的在线游戏意向有直接和间接的影响。这项研究的价值在于，它能够增进对如何开发和营销基于各种备受追捧的满足和规范刺激的MOG的理解，这将增加Z世代游戏玩家对游戏的沉浸感、他们获得的社会资本，并最终增加他们对MOG的玩意。

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

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.