Antecedents of mobile device purchase intention by mobile gamers

IF 3.5 Q2 BUSINESS
E. Mainardes, Silvestre de Jesus Cunha Paixão Júnior, Ricardo Gouveia Rodrigues
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引用次数: 0

Abstract

Purpose This study aims to verify the antecedents influencing mobile gamers’ intentions to purchase mobile phones. To this end, the constructs price–quality relationship, price sensitivity, perceived quality, identification with the group of gamers and referrals from other gamers were identified in the literature. Design/methodology/approach Data were collected through an online questionnaire with 335 consumers. The model was tested using partial least squares. Findings It was verified that the price–quality relationship directly influences mobile gamers' intentions to purchase mobile phones. Also, it was observed that price sensitivity of mobile gamers directly influences the price–quality relationship and indirectly influences the intention to purchase mobile phones to play games. It was further verified that this price sensitivity is directly influenced by the perceived quality of mobile gaming devices. Finally, it was observed that referrals from other gamers directly influences the perceived quality and onès identification with the group of gamers. Research limitations/implications This study concluded that developing strategies focused on prices of mobile phones gamers use to play games tends to influence mobile gamers' purchase intentions. This paper extends the study of mobile device purchase behavior, uniting constructs studied separately and proposing connections not yet tested, assisting in the theoretical understanding of the factors that contribute to the intention to purchase mobile devices. Originality/value This study is theoretically justified for four reasons: it focused on a specific group of consumers, mobile gamers, which is a constantly growing audience; it brought an innovative model, testing the influence of the perceived quality of mobile gaming devices on the price sensitivity of mobile gamers; there are spaces for new research on mobile device purchase intention; and it may assist in the theoretical understanding of the factors contributing to mobile device purchase intention.
手机游戏玩家移动设备购买意愿的前因
目的本研究旨在验证影响手机游戏玩家购买手机意愿的前因。为此,我们在文献中确定了价格-质量关系、价格敏感性、感知质量、与游戏玩家群体的认同以及其他游戏玩家的推荐。设计/方法/方法通过对335名消费者进行在线问卷调查收集数据。用偏最小二乘法对模型进行了检验。研究结果证实,价格质量关系直接影响手机游戏玩家购买手机的意愿。此外,我们观察到手机游戏玩家的价格敏感性直接影响价格质量关系,并间接影响购买手机玩游戏的意愿。我们进一步证实,这种价格敏感性直接受到手机游戏设备感知质量的影响。最后,我们观察到来自其他玩家的推荐直接影响了玩家的感知质量和对玩家群体的认同。研究局限/启示本研究得出的结论是,专注于手机游戏玩家价格的开发策略往往会影响手机游戏玩家的购买意愿。本文扩展了对移动设备购买行为的研究,将单独研究的构式统一起来,提出尚未被测试的联系,有助于从理论上理解影响移动设备购买意愿的因素。从理论上讲,这项研究有四个理由:它专注于特定的消费者群体,即手机游戏玩家,这是一个不断增长的用户群体;它带来了一种创新模式,即测试手机游戏设备的感知质量对手机玩家价格敏感性的影响;移动设备购买意愿有新的研究空间;有助于从理论上理解影响移动设备购买意愿的因素。
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
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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