土耳其Z世代玩家的游戏内购买意愿:性别差异是否重要?

IF 3.5 Q2 BUSINESS
Mahmut Selami Akin
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引用次数: 0

摘要

本研究旨在基于刺激-有机体-反应(SOR)模型,阐明土耳其Z世代玩家的游戏内购买意愿,并揭示性别在其中的独特作用。设计/方法/方法研究中包括了来自土耳其伊斯坦布尔的696名年龄在12岁至29岁之间的年轻球员。通过主成分分析和验证性因子分析检验测量效度。通过结构模型检验、中介和多组分析来检验潜在构念之间的关系。研究结果显示,乐趣、感知吸引力和经济价值与玩家满意度呈正相关,而连通性则不然。此外,玩家满意度正向影响忠诚度,忠诚度预测游戏内购买意愿。另一方面,女性玩家的乐趣-玩家满意度路径比男性玩家更大。然而,感知吸引力和经济价值对玩家满意度的影响在男性中比在女性中更大。研究局限/启示:该研究侧重于免费游戏背景,土耳其伊斯坦布尔省的样本,以及构成限制的Z世代(12至29岁)玩家。手机游戏制作人应该考虑让女性玩家更享受游戏乐趣,从而增加游戏收益。因此,男性玩家的感知吸引力和经济价值可能会有所提高。他们还可以通过提供社交连接和隔离来平衡游戏体验。原创性/价值这是首次尝试揭示土耳其年轻手机玩家对付费游戏扩展的行为倾向。另一方面,性别差异是其他研究未注意到的一个突出问题,即研究发现的刺激强度因玩家的性别而异。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Turkish gen Z players’ in-game purchase intention: does gender difference matter?
Purpose This study aims to illuminate Turkish gen Z players’ intention to make in-game purchases based on stimulus–organism–response (SOR) model and uncover the distinctive role of gender. Design/methodology/approach Six hundred and ninety-six young players were included in the research who are aged 12 to 29 in Istanbul, Türkiye. Measurement validity was checked via principal component and confirmatory factor analysis. Structural model testing, mediation and multigroup analysis were conducted to test relationships among latent constructs. Findings The study revealed enjoyment, perceived attractiveness and economic value were positively associated with gamer satisfaction, though connectedness was not. In addition, gamer satisfaction positively affected loyalty and loyalty predicted in-game purchase intention. On the other hand, the magnitude of enjoyment-gamer satisfaction path was greater in female players than in males. However, the effect sizes of perceived attractiveness and economic value on gamer satisfaction were larger in males than in females. Research limitations/implications The research focuses on freemium game context, the sample of Istanbul province in Turkey, and gen Z (12 to 29) players constituting the limitations. Practical implications Mobile game producers should consider that enjoyment is more substantial for female players to increase in-game revenue. Hence, perceived attractiveness and economic value may be improved for male players. They could also balance the gaming experience by providing social connectivity and isolation. Originality/value It is the initial attempt to unveil Turkish young mobile players’ behavioral tendency toward paid in-game extensions. On the other hand, gender difference is a salient matter unnoticed by other investigations that the strength of stimulus varies from players’ gender discovered by the research.
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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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