The Effects of Customer Engagement, Loyalty, and Perceived Value on Purchase Intention of Mobile Game Players
Khatami, Behrouz (2023-05-10)
The Effects of Customer Engagement, Loyalty, and Perceived Value on Purchase Intention of Mobile Game Players
(10.05.2023)
Julkaisu on tekijänoikeussäännösten alainen. Teosta voi lukea ja tulostaa henkilökohtaista käyttöä varten. Käyttö kaupallisiin tarkoituksiin on kielletty.
avoin
Julkaisun pysyvä osoite on:
https://urn.fi/URN:NBN:fi-fe2023051243817
https://urn.fi/URN:NBN:fi-fe2023051243817
Tiivistelmä
Increasing access to the internet and smartphones has led to a great opportunity for developers to make mobile games and earn profits. The battle royale genre is getting a lot of popularity and free-to-play with in-app purchases of virtual goods is the most common business model that gaming companies use in this genre. While concepts of customer engagement, customer loyalty, and perceived values are well-established in the gaming literature, empirical research on how they affect the purchase intention of players in online mobile battle royale games is not studied. Hence, the question that this study is providing the answer to is “What are the effects of perceived value, customer engagement, and loyalty on the purchase intention of battle royale mobile gamers?”.
Based on the literature review, a research framework was presented. To test the hypotheses inside the research framework, data were collected via an online questionnaire created by google forms from online gaming communities. Overall, 50 participants responded to the questionnaire and all of them were valid for analysis. The data were analyzed via linear regression and the reliability of the data was tested via Cron Bach’s alpha measurement. Also, the Sobel test was used to check the mediation effect between variables. SPSS 27 is used for the analysis.
The findings suggest that customer engagement, perceived values, and customer loyalty have direct effects on purchase intention in battle royale mobile games. The study also identifies the mediation role of customer loyalty between perceived values and purchase intention. Additionally, the study suggests that a new scale should be developed to measure the perceived values in the gaming context. Managerial implications of this study for the developers and mobile gaming companies are, highlighting the fact that designing exciting and attractive games, offering reasonable prices for items, and creating a community within the game can influence values perceived by the players, increase customer engagement, and enhance customer loyalty, which results in more profits for the company.
Based on the literature review, a research framework was presented. To test the hypotheses inside the research framework, data were collected via an online questionnaire created by google forms from online gaming communities. Overall, 50 participants responded to the questionnaire and all of them were valid for analysis. The data were analyzed via linear regression and the reliability of the data was tested via Cron Bach’s alpha measurement. Also, the Sobel test was used to check the mediation effect between variables. SPSS 27 is used for the analysis.
The findings suggest that customer engagement, perceived values, and customer loyalty have direct effects on purchase intention in battle royale mobile games. The study also identifies the mediation role of customer loyalty between perceived values and purchase intention. Additionally, the study suggests that a new scale should be developed to measure the perceived values in the gaming context. Managerial implications of this study for the developers and mobile gaming companies are, highlighting the fact that designing exciting and attractive games, offering reasonable prices for items, and creating a community within the game can influence values perceived by the players, increase customer engagement, and enhance customer loyalty, which results in more profits for the company.