“…In the case of the investigation into the motivations for consuming game video content, UG is particularly suitable as it considers users to be aware of their own media usage (West and Turner, 2010), and hence users are expected to be able to answer survey questions. Previous survey-based quantitative studies within UG are numerous, covering gratifications for using media & services such as television (Krcmar and Greene, 1999;Schmitt et al, 2003), internet (Ko et al, 2005;LaRose and Eastin, 2004;Papacharissi and Rubin, 2000), social media services (Chen, 2011;Johnson and Yang, 2009;Joinson, 2008;Papacharissi and Mendelson, 2011;Quan-Haase and Young, 2010;Smock et al, 2011;Whiting and Williams, 2013), video games (Hamari et al, 2018;Sherry et al, 2006;Wu et al, 2010) and video services (Cha, 2014;Chiang and Hsiao, 2015).…”