Does game self‐congruity increase usage and purchase?

Abstract

If you would like to write for this, or any other Emerald publication, then please use our Emerald for Authors service information about how to choose which publication to write for and submission guidelines are available for all. Please visit www.emeraldinsight.com/ authors for more information. About Emerald www.emeraldinsight.comEmerald is a global publisher linking research and practice to the benefit of society. The company manages a portfolio of more than 290 journals and over 2,350 books and book series volumes, as well as providing an extensive range of online products and additional customer resources and services.Emerald is both COUNTER 4 and TRANSFER compliant. The organization is a partner of the Committee on Publication Ethics (COPE) and also works with Portico and the LOCKSS initiative for digital archive preservation.*Related content and download information correct at time of download. Purpose -The aim of this paper is to measure the empirical relationship between self-congruity and game usage and purchase. This is important because it highlights that games affect self concept and the symbolic value that can be obtained from the game. It is aimed to implement this study across four game types.Design/methodology/approach -A total of 493 consumers were surveyed and confirmatory factor analysis and structural equation modelling conducted across four game groups to model this same relationship.Findings -It was found that self-congruity was positively related to game usage and purchase.Practical implications -Game development for consumers online, on wireless devices and on consoles should place greater emphasis on the practical implications of self-congruity. Games impact self concept through self-congruity. So, it is important that marketers understand the potential harm and positive impact of games on the consumers' cognition.Originality/value -This is the first paper to explore and model self-congruity and game purchase and usage behaviour. This paper is further unique because it provides results across four games groups: all games representing, followed by the alternative models, Sports/Simulation/Driving, Role-playing Game (RPG)/Massively Multiplayer Online Role-playing Game (MMORPG)/Strategy, and Action/Adventure/Fighting,

The Path between Personality, Self-Efficacy, and Shopping Regarding Games Apps

“…As for gaming app use, game-related self-efficacy drives the electronic commerce of game-related products. This finding is unique and important since it supports a widely accepted belief about game effects on gamers' self-perception and purchase behavior [37]. In addition, this study offers evidence that confirms the existence of different kinds of specific self-efficacy [29], [43], [52], [57], also in a gaming context, rather than only a general self-efficacy perception.…”

“…Attending [19] recommendation, control variables must hold theoretically meaningful relationships with predictors and criteria. In this sense, prior research suggests that usage and purchase should be employed as dependent variables and relate to the frequency of this purchasing and gaming behavior [37]. Specifically, [2] support a bidirectional association between frequency of playing video games, self-reported problem-solving skills and gamers' behaviors (that may include online shopping related products and services).…”

“…Finally, the evidence about the positive transfer of self-efficacy among similar technological tasks (i.e., gaming and purchase through the Internet) contributes to a better understanding of shopper behavior. It is an interesting finding since there is a gap in the literature regarding the impact of gaming on consumer behavior [27], [37]. As for gaming app use, game-related self-efficacy drives the electronic commerce of game-related products.…”

A duration model analysis of consumer preferences and determinants of video game consumption

“…Hedonic motivations mean that players desire to be entertained, to have fun, and to be immersed in the experience. Hedonic factors that influence the usage are self‐congruity (Davis & Lang, ) or self‐efficacy (Davis & Lang, ). Our findings suggest that hedonic factors, for example, playing different roles or driving different vehicles, associate positively with the likelihood of longer aggregate play durations.…”

“…The usage and purchase of video games of various genres such as action, sports, or Massively Multiplayer Online Roleplaying Games is increased if the game offers self‐congruity, which measures the brand's or game's influence on the consumer (Davis & Lang, ). Other factors, such as self‐efficacy (Davis & Lang, ) or perceived control (Davis & Lang, ), also affect the usage and purchase decision for some game genres.…”