Leveraging the co-evolution of offline and online video games: an empirical study

Abstract

DisclaimerThe University of Gloucestershire has obtained warranties from all depositors as to their title in the material deposited and as to their right to deposit such material.The University of Gloucestershire makes no representation or warranties of commercial utility, title, or fitness for a particular purpose or any other warranty, express or implied in respect of any material deposited.The University of Gloucestershire makes no representation that the use of the materials will not infringe any patent, copyright, trademark or other property or proprietary rights.The University of Gloucestershire accepts no liability for any infringement of intellectual property rights in any material deposited but will remove such material from public view pending investigation in the event of an allegation of any such infringement. PLEASE SCROLL DOWN FOR TEXT.Leveraging the co-evolution of offline and online video games: an empirical studyWilson Ozuem , Michael Borrelli and Geoff Lancaster ABSTRACTMuch research has been carried out on online shopping and the implications of such a purchasing format for consumers and retailers. The majority of these studies have focused on consumer attitudes toward online shopping and how these can be useful predictors of online shopping adoption. Despite these insights from adoption theory, extant research has not yet distilled the most effective means of understanding consumers' attitudes toward online video game purchases. Based on qualitative study, our study contributes to the literature on adoption theory in two ways. First, by showing some explanatory capacity in extant studies on online video games purchases, and second, by identifying salient individual perceptions on both online and offline motivations on video games purchases, the current study advances some moderating roles of incentives in making purchase decisions.Keywords: video games, attitudes, online, motivation, retailers, transaction, offline INTRODUCTIONThere are considerable debates on how the advent of Internet technologies along with its prototypical subsets impacts video games. Some scholars have recently outlined that Internet technologies broaden the massification of video games, thereby increasing the level of revenue generation (Marchand &Hennig-Thurau, 2013;Williams, 2002;Teach, 2013). As a primary source of revenue, attracting and retaining consumers remain the principal objectives of both online and offline video game retailers; however, a few retailers directly compete against each other for market share by operating purely through one channel (online or offline), and other retailers have sought to integrate their offline and online operations (Stuart, 2012). These actions have spread confusion among industry practitioners and interested parties regarding the impact that online shopping has had on the video game retail industry as a whole (Krohn, 2012;Warman, 2012;Euromonitor, 2010). This confusion combined with limited research within the video game retail industry has left industry leaders and scholars un...

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