Promoting sales of online games through customer engagement

Cheung, Christy M. K.; Shen, Xiao‐Liang; Lee, Zach W. Y.; Chan, Tommy K. H.

doi:10.1016/j.elerap.2015.03.001

Cited by 159 publications

(134 citation statements)

References 62 publications

(79 reference statements)

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“…In other words, in order to encourage students to remain proactive engagement in MOOCs learning, one important measure is to stimulate their positive psychological reactions. This result is in line with prior research which reveals the important effect of psychological engagement on behavioral engagement in the context of online games (Cheung et al , ).…”

Section: Discussionsupporting

confidence: 92%

“…Scholars have mentioned that student engagement contains multiple components, but most studies consider the "engagement" as a multidimensional uniform variable, or focus on one dimension of engagement (such as behavioral engagement) (Appleton, Christenson, Kim, & Reschly, 2006;Cho & Cho, 2014;Fredricks, 2011;Li, Zhang, Bonk, & Guo, 2015;Liu, Calvo, Pardo, & Martin, 2015;Reeve, Jang, Carrell, Jeon, & Barch, 2004). However, a small amount of literature indicates that there is a certain interrelationship between different dimensions of engagement (Cheung, Shen, Lee, & Chan, 2015;Fang, Zhao, Wen, & Wang, 2017). Thus, it is necessary to explore the relationship between different types of MOOCs engagement and their influencing factors.…”

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

Understanding students’ engagement in MOOCs: An integration of self‐determination theory and theory of relationship quality

Sun¹,

Ni²,

Zhao³

et al. 2018

Brit J Educational Tech

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Although Massive Open Online Courses (MOOCs) attract millions of people to enroll in their courses, the completion rate for most courses is very low. A majority of MOOCs students are not fully engaged in MOOCs, thus leading them to quit in the early stage of the courses. Therefore, it is important to investigate students’ engagement in MOOCs. Drawing on self‐determination theory and the theory of relationship quality, this study proposes a model that conceptualizes the MOOCs engagement as consisting of psychological engagement and behavioral engagement and explores the antecedents of students’ engagement in MOOCs. The research model is tested using data collected from 374 students of Chinese University MOOC. The results show that fulfillment of three basic psychological needs for autonomy, competence and relatedness have significant positive effects on intrinsic motivation, increasing students’ psychological engagement in MOOCs. Relationship quality significantly predicts students’ psychological engagement, and psychological engagement promotes behavioral engagement in MOOCs. Implications for research and practice as well as limitations of this study are discussed finally.

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Section: Discussionsupporting

confidence: 92%

Section: Introductionmentioning

confidence: 99%

Understanding students’ engagement in MOOCs: An integration of self‐determination theory and theory of relationship quality

Sun¹,

Ni²,

Zhao³

et al. 2018

Brit J Educational Tech

View full text Add to dashboard Cite

show abstract

“…Such strategies might ultimately lead to the evolution of individual software titles into viable content delivery platforms that would retain players over longer periods. Video game developers can make use of these platforms to sell complementary add‐on and premium services but have to carefully consider how to incentivise consumer engagement (Cheung, Shen, Lee, & Chan, ).…”

Section: Concluding Remarks and Managerial Implicationsmentioning

confidence: 99%

“…Video game developers can make use of these platforms to sell complementary add-on and premium services but have to carefully consider how to incentivise consumer engagement (Cheung, Shen, Lee, & Chan, 2015).…”

Section: Concluding Remarks and Managerial Implicationsmentioning

confidence: 99%

A duration model analysis of consumer preferences and determinants of video game consumption

Kaimann¹,

Stroh-Maraun²,

Cox

2018

J of Consumer Behaviour

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Despite the enormous revenues generated by the video game industry in recent years, relatively little research has been undertaken into consumer preferences and the determinants of video game consumption. This study addresses this deficiency through the analysis of data from a popular online video game that includes historic behavioural information for 1,408 consumers participating in 728,811 unique rounds of gameplay. We analyse these data with the goal of estimating determinants of the aggregate amount of time that a consumer spends playing the game. Through the estimation of duration models, we show that less experienced consumers are less likely to continue playing the game at any given point, possibly due to having achieved mastery and becoming bored. However, we also find that consumers tend to play the game for longer periods when using a wider range of character roles and vehicles, implying that a consumer's interest can be maintained through exposure to greater variety. Our results represent the first such evidence on in‐game consumer preferences, which has important implications for video game consumption through optimisation of gameplay experiences to satisfy these preferences.

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“…For example, in the marketing literature, engagement has been shown to have a positive influence on consumer attitude towards products (Malaviya and Sternthal, 2009), attitude towards an advertisement (Lee at al., 2010), intention to purchase a product (Ashraf and Thongpapanl, 2015), and customer loyalty (Patterson, Yu, and Ruyter, 2006). In the information systems literature, engagement has been shown to affect the amount of money spent online (Cheung et al, 2015), electronic word of mouth (Ray, Kim, and Morris 2014), attitude towards a website and intention to purchase from a website (Ashraf and Thongpapanl, 2015). As illustrated in Figure 1, and in line with past research, we propose that promotion-focused (preventionfocused) consumers exploring a hedonic (utilitarian) website will feel more engaged which, in turn, will mediate the effect of regulatory fit on consumers' website evaluation and purchase intention.…”

Section: Regulatory Fit and Underlying Mechanisms (Engagement Pu Anmentioning

confidence: 99%

The connection and disconnection between e-commerce businesses and their customers: Exploring the role of engagement, perceived usefulness, and perceived ease-of-use

Ashraf

Thongpapanl

Spyropoulou

2016

Electronic Commerce Research and Applications

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Significant time, resources, and attention have been given over the past few decades to explore how businesses can attract more customers to their online stores, and yet problems remain. It is still difficult to convert a potential customer's initial online encounter into a buying relationship.Thus, this study aims to develop a deeper comprehension of the driving forces that not only attract visitors to a website, but also motivate them to make a purchase. Drawing from the ecommerce, regulatory focus, and regulatory fit theory literatures, this study crafts a series of predictions about visitors' attraction to and intention to purchase from a website. In studies conducted using three different technology-product websites (i.e., websites selling smartphones, smartwatches, and laptops) and two different samples (i.e., students and actual shoppers), we found supporting evidence that visitors' evaluation and purchase intentions are determined by the fit between the shopping experiences offered (hedonic vs. utilitarian) and visitors' regulatory focus (promotion vs. prevention). Furthermore, we reveal that engagement, perceived usefulness, and perceived ease of use serve as the underlying mechanisms that mediate the effect of regulatory fit on visitors' attitudes and purchase intentions.

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Promoting sales of online games through customer engagement

Cited by 159 publications

References 62 publications

Understanding students’ engagement in MOOCs: An integration of self‐determination theory and theory of relationship quality

Understanding students’ engagement in MOOCs: An integration of self‐determination theory and theory of relationship quality

A duration model analysis of consumer preferences and determinants of video game consumption

The connection and disconnection between e-commerce businesses and their customers: Exploring the role of engagement, perceived usefulness, and perceived ease-of-use

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