Modelling consumer entertainment software choice: An exploratory examination of key attributes, and differences by gamer segment

Abstract

From virtually nowhere 20 years ago to sales of US$9.5 billion in 2007, the video game industry has now overtaken movie industry box-office receipts in terms of annual sales, and blockbuster video games can out perform blockbuster movies for opening-week sales. This dramatic growth is likely to continue in coming years. Yet there has been little scholarly attention to consumers within the industry. This research fills this gap by providing a comprehensive study of consumer behaviour in the gaming industry, using the Theory of Planned Behaviour (TPB); a widely used, robust and reliable consumer research instrument. The study elicits key salient attributes for the major constructs in the TPB model -attitude, subjective norm, and perceived behavioural control -and shows how these key constructs affect purchase intention. To avoid aggregation error in analysing overall market data, this study segments the market and examines differences in perspective by gamer type. We therefore examine differences in these key salient attributes by gamer type to understand consumer motivations better. As the first systematic study to examine consumer behaviour issues in the gaming industry, this study provides useful insights to consumers' behaviour in a large, growing industry. Consumer perceptions and behaviour toward entertainment software is complex and this study is not the final word, but it is the first available empirical evidence and can thus move forward the discussion from speculation to replication, extension, and alternative approaches. For managers in this industry, this study demonstrates how a comprehensive model can be applied to entertainment software.

Advancing research on computer game consumption: A future research agenda

“…It is, therefore, not surprising that the topic of computer game consumption has been gaining more prominent attention from marketing and consumer research scholarship, with many studies appearing in the pages of this journal (e.g., Prugsamatz et al, 2010;Molesworth, 2006). In light of this, our introductory article to the special issue "From 'Pong' to League of Legends': consumption and marketing within, and of, computer games" reviews recent developments and outlines future research directions to inform our understanding of the marketing and consumer behaviour issues associated with this important interactive genre.…”

“…In an early study, Prugsamatz et al (2010) using the theory of planned behaviour attempted to identify salient attributes that were driving Generation Y consumers to acquire computer games. Their exploratory findings suggest that the internal attitudinal components, such as having fun, escaping from boredom, and the use of creative skills, were more influential in driving computer game purchases than subjective norms and perceived behavioural control.…”

“…Computer game consumption and marketing Following Hoffman and Novak's (1996) investigation of marketing principles in hypermedia computer-mediated environments, computer games have been gaining interest from marketing and consumer behaviour scholars as phenomena in their own right (Kozinets, 1999;Denegri-Knott and Molesworth, 2010;Prugsamatz et al, 2010;Davis et al, 2013). At the broadest level, this interest can be divided into three broad streams of research: (i) consumer behaviour questions related to the player-game interactions and experiences; (ii) issues related to the purchase decisions about computer games; and (iii) research addressing the role of computer games within the broader social life of consumers.…”

Modeling the effect of self-efficacy on game usage and purchase behavior

“…Recent advances in games on PC, MAC, Console, Mobile, iPhone or iPad have increased the consumers purchase and use of these entertainment related products and services (Prugsamatz et al, 2010). According to the Entertainment Software Association in the U.S.: (1) computer and video game software sales generated $10.5 billion in 2009, (2) sixty-seven percent of American households play computer or video games, (3) the average game player is 34 years old and has been playing games for 12 years.…”

“…For example, Prugsamatz et al (2010) apply the theory of planned behavior by gamer type, showing the effects on purchase intentions. Also, Cauberghe and De Pelsmacker (2010) replicate the effect of in game advertising on brand recall and attitude.…”