The impact of quality, social and emotional values on replaying intention: The moderating effect of intensity of playing games
Main Article Content
Abstract
The study aims to test the role of regulation of gaming density on the relationships of functional, social, and emotional value to the intention of re-playing a large-player online role-playing game. To build a research model, the author uses consumer behavioural intention theory and sensory value doctrine. The survey sample consisted of 230 gamers aged 18 to 35 in Vietnam. Using a statistical tool that describes, assesses scale reliability (CRA), discovery factor analysis (EFA), and resymable analysis (OLS) with interactive variables, the results show that the most powerful influence on The intention to play the game again is the emotional value (VE); then the social value factor (VS) and finally the functional value (VQ). Further analysis of the intermediate regulation impact shows that gaming intensity (IoP) undermines the relationship between social value and the intention to play the game again. The results of the study can be referenced by administrators in the gaming industry to offer solutions related to gaming behavior to expand market share and improve business efficiency. In addition, it helps gamers better understand the nature of their behavior when participating in online interactive games.
Article Details
Keywords
Functional Value, Social Value, Emotional Value, Re-Play Intention, Massively multiplayer online role-playing games (MMORPs)
References
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Boyle, E., Connolly, T. M., & Hainey, T. (2011). The role of psychology in understanding the impact of computer games. Entertainment Computing, 2(2), 69-74.
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Connolly, T. M., Boyle, E. A., MacArthur, E., Hainey, T., & Boyle, J. M. (2012). A systematic literature review of empirical evidence on computer games and serious games. Computers & education, 59(2), 661-686.
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Chang, T. S., Ku, C. Y., & Fu, H. P. (2013). Grey theory analysis of online population and online game industry revenue in Taiwan. Technological Forecasting and Social Change, 80(1), 175-185.
Chi, T., & Kilduff, P. P. (2011). Understanding consumer perceived value of casual sportswear: An empirical study. Journal of Retailing and Consumer Services, 18(5), 422-429.
Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 16(1), 64-73.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2), 177-188.
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Griffiths, M. D., Davies, M. N., & Chappell, D. (2004). Demographic factors and playing variables in online computer gaming. CyberPsychology & behavior, 7(4), 479-487.
Gummerus, J., & Pihlström, M. (2011). Context and mobile services' value-in-use. Journal of Retailing and Consumer Services, 18(6), 521-533.
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Hsiao, C. H., Chang, J. J., & Tang, K. Y. (2016). Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342-355.
Huang, C. L., Yang, S. C., & Chen, A. S. (2015). Motivations and gratification in an online game: Relationships among players' self-esteem, self-concept, and interpersonal relationships. Social Behavior and Personality: an international journal, 43(2), 193-203.
Jabnoun, N., & Hassan Al-Tamimi, H. A. (2003). Measuring perceived service quality at UAE commercial banks. International Journal of Quality & Reliability Management, 20(4), 458-472.
Jamal, S. A., Othman, N. A., & Muhammad, N. M. N. (2011). Tourist perceived value in a community-based homestay visit: An investigation into the functional and experiential aspect of value. Journal of Vacation Marketing, 17(1), 5-15.
Karjaluoto, H., Jayawardhena, C., Leppäniemi, M., & Pihlström, M. (2012). How value and trust influence loyalty in wireless telecommunications industry. Telecommunications policy, 36(8), 636-649.
Kim, S., Lee, J. S., & Kim, M. (2012). How different are first-time attendees from repeat attendees in convention evaluation?. International Journal of Hospitality Management, 31(2), 544-553.
Koo, D. M. (2009). The moderating role of locus of control on the links between experiential motives and intention to play online games. Computers in Human Behavior, 25(2), 466-474.
Kumar, A., Lee, H. J., & Kim, Y. K. (2009). Indian consumers' purchase intention toward a United States versus local brand. Journal of business research, 62(5), 521-527.
Lee, D., Kim, H. S., & Kim, J. K. (2012). The role of self-construal in consumers’ electronic word of mouth (eWOM) in social networking sites: A social cognitive approach. Computers in Human Behavior, 28(3), 1054-1062.
Lin, C. H., Sher, P. J., & Shih, H. Y. (2005). Past progress and future directions in conceptualizing customer perceived value. International Journal of Service Industry Management.
Lin, Y. L., & Lin, H. W. (2011). A study on the goal value for massively multiplayer online role-playing games players. Computers in Human Behavior, 27(6), 2153-2160.
Lo, Y. F., & Wen, M. H. (2010). A fuzzy-AHP-based technique for the decision of design feature selection in Massively Multiplayer Online Role-Playing Game development. Expert Systems with Applications, 37(12), 8685-8693.
Lu, H. P., & Wang, S. M. (2008). The role of Internet addiction in online game loyalty: an exploratory study. Internet Research, 16(4), 318-336.
Marcon, M. D. F. (2015). Nonlinear impact of online retail characteristics on customer satisfaction and loyalty. International Journal of Quality and Service Sciences, 7(2-3), 152-169.
Molinillo, S., Japutra, A., & Liébana‐Cabanillas, F. (2020). Impact of perceived value on casual mobile game loyalty: The moderating effect of intensity of playing. Journal of Consumer Behaviour, 19(5), 493-504.
Papagiannidis, S., Bourlakis, M., & Li, F. (2008). Making real money in virtual worlds: MMORPGs and emerging business opportunities, challenges and ethical implications in metaverses. Technological Forecasting and Social Change, 75(5), 610-622.
Rezaei, S., & Ghodsi, S. S. (2014). Does value matters in playing online game? An empirical study among massively multiplayer online role-playing games (MMORPGs). Computers in Human Behavior, 35, 252-266.
Sanchez, J., Callarisa, L., Rodriguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism management, 27(3), 394-409.
Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International journal of research in marketing, 20(2), 153-175.
Sierra, J. J., Jillapalli, R. K., & Badrinarayanan, V. A. (2013). Determinants of a lasting purchase: The case of the tattoo patron. Journal of Retailing and Consumer Services, 20(4), 389-399.
Su, Y. S., Chiang, W. L., Lee, C. T. J., & Chang, H. C. (2016). The effect of flow experience on player loyalty in mobile game application. Computers in Human Behavior, 63, 240-248.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
Van Reijmersdal, E. A., Jansz, J., Peters, O., & Van Noort, G. (2013). Why girls go pink: Game character identification and game-players’ motivations. Computers in human behavior, 29(6), 2640-2649.
Wei, H., Wu, N., Wang, T., Zhou, Z., Cui, N., Xu, L., & Yang, X. (2017). Be loyal but not addicted: Effect of online game social migration on game loyalty and addiction. Journal of Consumer Behaviour, 16(4), 343-351.
Williams, P., & Soutar, G. N. (2009). Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of tourism research, 36(3), 413-438.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zhong, Z. J. (2011). The effects of collective MMORPG (Massively Multiplayer Online Role-Playing Games) play on gamers’ online and offline social capital. Computers in human behavior, 27(6), 2352-2363.
Aldas-Manzano, J., Ruiz-Mafe, C., Sanz-Blas, S., & Lassala-Navarre, C. (2011). Internet banking loyalty: evaluating the role of trust, satisfaction, perceived risk and frequency of use. The Service Industries Journal, 31(7), 1165-1190.
Barnes, S. J., & Pressey, A. D. (2014). Caught in the Web? Addictive behavior in cyberspace and the role of goal-orientation. Technological Forecasting and Social Change, 86, 93-109.
Bax, T. (2016). “Internet gaming disorder” in China: Biomedical sickness or sociological badness?. Games and Culture, 11(3), 233-255.
Beldona, S., So, S. I., & Morrison, A. (2006). Trade-off analysis of perceived customer Value: The case of a travel vacation club. Journal of Hospitality & Leisure Marketing, 14(3), 65-80.
Bolton, R. N., & Lemon, K. N. (1999). A dynamic model of customers’ usage of services: Usage as an antecedent and consequence of satisfaction. Journal of marketing research, 36(2), 171-186.
Boyle, E., Connolly, T. M., & Hainey, T. (2011). The role of psychology in understanding the impact of computer games. Entertainment Computing, 2(2), 69-74.
Calvo-Porral, C., & Nieto-Mengotti, M. (2019). The moderating influence of involvement with ICTs in mobile services. Spanish Journal of Marketing-ESIC, 23(1), 25-43.
Connolly, T. M., Boyle, E. A., MacArthur, E., Hainey, T., & Boyle, J. M. (2012). A systematic literature review of empirical evidence on computer games and serious games. Computers & education, 59(2), 661-686.
Chang, C. C. (2013). Examining users′ intention to continue using social network games: A flow experience perspective. Telematics and Informatics, 30(4), 311-321.
Chang, I. C., Liu, C. C., & Chen, K. (2014). The effects of hedonic/utilitarian expectations and social influence on continuance intention to play online games. Internet Research, 24(1), 21-45.
Chang, T. S., Ku, C. Y., & Fu, H. P. (2013). Grey theory analysis of online population and online game industry revenue in Taiwan. Technological Forecasting and Social Change, 80(1), 175-185.
Chi, T., & Kilduff, P. P. (2011). Understanding consumer perceived value of casual sportswear: An empirical study. Journal of Retailing and Consumer Services, 18(5), 422-429.
Churchill Jr, G. A. (1979). A paradigm for developing better measures of marketing constructs. Journal of marketing research, 16(1), 64-73.
Fishbein, M., & Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Philosophy and Rhetoric, 10(2), 177-188.
Frasquet, M., Descals, A. M., & Ruiz-Molina, M. E. (2017). Understanding loyalty in multichannel retailing: the role of brand trust and brand attachment. International Journal of Retail & Distribution Management, 45(6), 608-625.
Gerbing, D. W., & Anderson, J. C. (1988). An updated paradigm for scale development incorporating unidimensionality and its assessment. Journal of marketing research, 25(2), 186-192.
González-González, C., Toledo-Delgado, P., Collazos-Ordoñez, C., & González-Sánchez, J. L. (2014). Design and analysis of collaborative interactions in social educational videogames. Computers in Human Behavior, 31, 602-611.
Griffiths, M. D., Davies, M. N., & Chappell, D. (2004). Demographic factors and playing variables in online computer gaming. CyberPsychology & behavior, 7(4), 479-487.
Gummerus, J., & Pihlström, M. (2011). Context and mobile services' value-in-use. Journal of Retailing and Consumer Services, 18(6), 521-533.
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate Data Analysis: A Global Perspective. 7th Edition. Pearson Education, Upper Saddle River.
Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L., (1998). Multivariate data analysis (Vol. 5, No. 3, pp. 207-219). Upper Saddle River, NJ: Prentice hall.
Hellström, C., Nilsson, K. W., Leppert, J., & Åslund, C. (2012). Influences of motives to play and time spent gaming on the negative consequences of adolescent online computer gaming. Computers in human behavior, 28(4), 1379-1387.
Hou, A. C., Chern, C. C., Chen, H. G., & Chen, Y. C. (2011). ‘Migrating to a new virtual world’: Exploring MMORPG switching through human migration theory. Computers in Human Behavior, 27(5), 1892-1903.
Hsiao, C. H., Chang, J. J., & Tang, K. Y. (2016). Exploring the influential factors in continuance usage of mobile social Apps: Satisfaction, habit, and customer value perspectives. Telematics and Informatics, 33(2), 342-355.
Huang, C. L., Yang, S. C., & Chen, A. S. (2015). Motivations and gratification in an online game: Relationships among players' self-esteem, self-concept, and interpersonal relationships. Social Behavior and Personality: an international journal, 43(2), 193-203.
Jabnoun, N., & Hassan Al-Tamimi, H. A. (2003). Measuring perceived service quality at UAE commercial banks. International Journal of Quality & Reliability Management, 20(4), 458-472.
Jamal, S. A., Othman, N. A., & Muhammad, N. M. N. (2011). Tourist perceived value in a community-based homestay visit: An investigation into the functional and experiential aspect of value. Journal of Vacation Marketing, 17(1), 5-15.
Karjaluoto, H., Jayawardhena, C., Leppäniemi, M., & Pihlström, M. (2012). How value and trust influence loyalty in wireless telecommunications industry. Telecommunications policy, 36(8), 636-649.
Kim, S., Lee, J. S., & Kim, M. (2012). How different are first-time attendees from repeat attendees in convention evaluation?. International Journal of Hospitality Management, 31(2), 544-553.
Koo, D. M. (2009). The moderating role of locus of control on the links between experiential motives and intention to play online games. Computers in Human Behavior, 25(2), 466-474.
Kumar, A., Lee, H. J., & Kim, Y. K. (2009). Indian consumers' purchase intention toward a United States versus local brand. Journal of business research, 62(5), 521-527.
Lee, D., Kim, H. S., & Kim, J. K. (2012). The role of self-construal in consumers’ electronic word of mouth (eWOM) in social networking sites: A social cognitive approach. Computers in Human Behavior, 28(3), 1054-1062.
Lin, C. H., Sher, P. J., & Shih, H. Y. (2005). Past progress and future directions in conceptualizing customer perceived value. International Journal of Service Industry Management.
Lin, Y. L., & Lin, H. W. (2011). A study on the goal value for massively multiplayer online role-playing games players. Computers in Human Behavior, 27(6), 2153-2160.
Lo, Y. F., & Wen, M. H. (2010). A fuzzy-AHP-based technique for the decision of design feature selection in Massively Multiplayer Online Role-Playing Game development. Expert Systems with Applications, 37(12), 8685-8693.
Lu, H. P., & Wang, S. M. (2008). The role of Internet addiction in online game loyalty: an exploratory study. Internet Research, 16(4), 318-336.
Marcon, M. D. F. (2015). Nonlinear impact of online retail characteristics on customer satisfaction and loyalty. International Journal of Quality and Service Sciences, 7(2-3), 152-169.
Molinillo, S., Japutra, A., & Liébana‐Cabanillas, F. (2020). Impact of perceived value on casual mobile game loyalty: The moderating effect of intensity of playing. Journal of Consumer Behaviour, 19(5), 493-504.
Papagiannidis, S., Bourlakis, M., & Li, F. (2008). Making real money in virtual worlds: MMORPGs and emerging business opportunities, challenges and ethical implications in metaverses. Technological Forecasting and Social Change, 75(5), 610-622.
Rezaei, S., & Ghodsi, S. S. (2014). Does value matters in playing online game? An empirical study among massively multiplayer online role-playing games (MMORPGs). Computers in Human Behavior, 35, 252-266.
Sanchez, J., Callarisa, L., Rodriguez, R. M., & Moliner, M. A. (2006). Perceived value of the purchase of a tourism product. Tourism management, 27(3), 394-409.
Shankar, V., Smith, A. K., & Rangaswamy, A. (2003). Customer satisfaction and loyalty in online and offline environments. International journal of research in marketing, 20(2), 153-175.
Sierra, J. J., Jillapalli, R. K., & Badrinarayanan, V. A. (2013). Determinants of a lasting purchase: The case of the tattoo patron. Journal of Retailing and Consumer Services, 20(4), 389-399.
Su, Y. S., Chiang, W. L., Lee, C. T. J., & Chang, H. C. (2016). The effect of flow experience on player loyalty in mobile game application. Computers in Human Behavior, 63, 240-248.
Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: The development of a multiple item scale. Journal of retailing, 77(2), 203-220.
Van Reijmersdal, E. A., Jansz, J., Peters, O., & Van Noort, G. (2013). Why girls go pink: Game character identification and game-players’ motivations. Computers in human behavior, 29(6), 2640-2649.
Wei, H., Wu, N., Wang, T., Zhou, Z., Cui, N., Xu, L., & Yang, X. (2017). Be loyal but not addicted: Effect of online game social migration on game loyalty and addiction. Journal of Consumer Behaviour, 16(4), 343-351.
Williams, P., & Soutar, G. N. (2009). Value, satisfaction and behavioral intentions in an adventure tourism context. Annals of tourism research, 36(3), 413-438.
Zeithaml, V. A. (1988). Consumer perceptions of price, quality, and value: a means-end model and synthesis of evidence. Journal of marketing, 52(3), 2-22.
Zhong, Z. J. (2011). The effects of collective MMORPG (Massively Multiplayer Online Role-Playing Games) play on gamers’ online and offline social capital. Computers in human behavior, 27(6), 2352-2363.