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    Does game self-congruity increase usage and purchase?

    Davis, Robert; Lang, Bodo

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    YOUNG CONSUMERS.pdf (248.1Kb)
    Date
    2013
    Citation:
    Robert D., Bodo L., (2013). Does game self-congruity increase usage and purchase? Young consumers : insight and ideas for responsible marketers, 14 (1), 52 – 66.
    Permanent link to Research Bank record:
    https://hdl.handle.net/10652/2563
    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.
    Keywords:
    self-congruity, usage, purchase, computer games, structural equation modelling
    ANZSRC Field of Research:
    150503 Marketing Management (incl. Strategy and Customer Relations)
    Copyright Holder:
    Emerald Group Publishing Limited

    Copyright Notice:
    All rights reserved
    Available Online at:
    http://www.emeraldinsight.com/doi/pdfplus/10.1108/17473611311305485
    Rights:
    This digital work is protected by copyright. It may be consulted by you, provided you comply with the provisions of the Act and the following conditions of use. These documents or images may be used for research or private study purposes. Whether they can be used for any other purpose depends upon the Copyright Notice above. You will recognise the author's and publishers rights and give due acknowledgement where appropriate.
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    • Management and Marketing Journal Articles [55]

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