Does game self-congruity increase usage and purchase?
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Other Title
Authors
Davis, Robert
Lang, Bodo
Lang, Bodo
Author ORCID Profiles (clickable)
Degree
Grantor
Date
2013
Supervisors
Type
Journal Article
Ngā Upoko Tukutuku (Māori subject headings)
Keyword
self-congruity
usage
purchase
computer games
structural equation modelling
usage
purchase
computer games
structural equation modelling
ANZSRC Field of Research Code (2020)
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.
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.
Publisher
Emerald Group Publishing Limited
Permanent link
Link to ePress publication
DOI
doi/abs/10.1108/17473611311305485
Copyright holder
Emerald Group Publishing Limited
Copyright notice
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