Does game self-congruity increase usage and purchase?

Abstract

This research models the relationship between the consumers’ game purchase and usage behaviour and self-congruity. Self-congruity is an important estimation of the cognitive effect of games on consumers as it measures the psychological link between the user’s self-concept and the symbolic value that can be obtained from the game. In 2009, 493 consumers in Auckland, New Zealand were randomly recruited to respond face-to-face to complete a structured questionnaire. The analysis tested the conceptual model with confirmatory factors analysis (CFA) and structural equation modelling (SEM). The modelling tested game usage and purchase across the 4 model types: (1) all games model and then the alternative models, (2) Sports/Simulation/Driving, (3) Role Playing Game (RPG)/Massively Multiplayer Online Role-Playing Game (MMORPG)/Strategy, and (4) Action/Adventure/Fighting. In our confirmatory factor analysis and structural equation modelling, all of our models had adequate model fit with the exception of the Action/Adventure/Fighting games model. Aguirre-Rodriguez, Bosnjak and Sirgy (2012) model provides an effective framework to understand the implications for marketing games to young consumers. Research implications are discussed.