New Research by Robert Davis and Bodo Lang.

Does consumer self concept effect game purchase behaviour and usage?


Mr R Davis

Associate Professor

Faculty of Creative Industries and Business

Unitec Institute of Technology, Department of Management and Marketing, Auckland, New Zealand


Mr B Lang

Senior Lecturer

Department of marketing

Faculty of Business, University of Auckland, Auckland, New Zealand




This research models the relationship between consumers’ self concept and their game purchase and usage behaviour. 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 4 model types; (1) the original model (all games) and then the alternative models, (2) Sports/Simulation/Driving, (3) Role Playing Game/Massively Multiplayer Online Role-Playing Game/Strategy and (3) 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 original model. Path coefficients suggest that consumers’ self concept does not impact usage and/or purchase behaviour. The only exception related to Role Playing Game/Massively Multiplayer Online Role-Playing Game/Strategy. Research implications are discussed.

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